Pay Attention To This: TV Engages People Half As Long As Digital, Nielsen Lab Study Finds 02/25/2015.
Consumers may tune into TV on a regular basis, but they mentally tune out rather fast in favor of the array of “second screen” options.
On average, television holds a consumer’s attention only 39% of the time — a rate that pales in comparison to the attention rates that laptops (70%), tablets (76%) and smartphones (77%) command.
That’s according to a new report from Nielsen and YuMe, a digital video ad tech firm that commissioned the study, that is expected to be released Wednesday morning. MediaDailyNews got an early look at the data.