The summer report from Ofcom report has quantified the emergence of high levels of multi-tasking between the TV and other channels and how they have become the norm. TV attention is now clearly divided as many consumers switch on their mobiles and their laptops, with the TV acting as background entertainment, getting only a shrinking portion of their focus. Three quarters of 20-34 year-olds 'regularly' use a mobile while watching TV. The use of mobiles at home as well as outside also becomes more interesting and can be tied back to the way personal phone books have now become so device dependant that many consumers will use their mobile at home or work for convenience rather than a landline.
From The Guardian: http://www.guardian.co.uk, 14/08/2008
Ofcom: http://www.ofcom.org.uk