American consumers are increasingly multitasking when it comes to multimedia, with around 40% of tablet and smartphone owners in the US using their devices daily while watching TV, according to new research.
The study, from Nielson Online alos found that only 14 percent of eReader owners said they watched TV while using their device every day.
Email was the top activity for both men and women during television programming and commercial breaks.
In addition, women reported engaging in social networking more than men, while men checked sports scores more often.
In a boost for advertisers, 19 percent of smartphone and tablet owners searched for product information and 13 percent searched for coupons or deals while the television was on, the research found.
