Offline TV ads prompt potential online purchases by multitaskers

Friday, May 15, 2015 - 10:30 in Mathematics & Economics

Many television advertisers fear that distracted viewers -- frenetic multitaskers using smartphones, laptops and tablets while viewing TV -- are less receptive to advertisers' messages. A new study refutes this and concludes that the "second screen" puts a virtual store in every consumer's pocket. Multitasking viewers now visit, browse, and even buy advertised products within moments of seeing a commercial.

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