New research from IPG Media Lab and YuMe shows the smartphone and other media are driving ad avoidance. The study says 94% of TV and 73% of online video viewers use some type of companion/distraction
media. Laptops, video games, crossword puzzles and physical mail and musical instruments all count as distractions. However, the smartphone proved to be the most disruptive. The smartphone accounted
for 60% of TV and 46% of online video distractions.
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