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Multi-screen viewers 'see more TV'
Research has found that multi-screen viewing is rising in popularity
Viewers using interactive devices including mobile phones and tablets in front of the television watch for longer, according to new research.
The rise of multi-screen viewing - watching TV while at the same time using smartphones, laptops or hand-held gaming devices - is particularly popular among the young.
Around eight out of 10 people (86%) with access to TV and the internet have multi-screened, with just under a third (31%) saying they have commented about TV on a second screen.
This figure rises to more than half (56%) for 16-to-24-year-olds.
Researchers found almost two-thirds of multi-screen viewing (64%) sessions were longer than 15 minutes, compared to less than half (47%) when watching with no accompanying activity.
The research by Thinkbox, the marketing body for commercial TV, found multi-screening viewers were more likely to watch advertising breaks as well.
The report, Screen Life: The View from the Sofa, was based on online research among 2,000 people with TV and online access.
Researchers also set up cameras in the rooms of 23 households for a week collecting more than 700 hours of film.
Thinkbox's research and planning director Neil Mortensen said: "Multi-screening is a huge benefit and opportunity for TV advertisers. Not just because it encourages people to watch more TV and more ad breaks - and does not adversely affect ad recognition - but because viewers now have the ability to act on what they see immediately.
"We've always multi-tasked in front of the TV but two screening is an incredibly complementary accompaniment."