Execu*ve
summary
1
We
are
a
na?on
of
mul*-?screeners.
Most
of
consumers’
media
?me
today
is
spent
in
front
of
a
screen
–
computer,
smartphone,
tablet
and
TV
2
The
device
we
choose
to
use
is
oJen
driven
by
our
context:
where
we
are,
what
we
want
to
accomplish
and
the
amount
of
?me
needed
3
There
are
two
main
modes
of
mul?-?screening:
Sequen*al
screening
where
we
move
between
devices.
Simultaneous
screening
where
we
use
mul?ple
devices
at
the
same
?me
4
TV
no
longer
commands
our
full
aLen?on
as
it
has
become
one
of
the
most
common
devices
that
is
used
simultaneously
with
other
screens
2