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A phenomenon of division of attention between more than one screen, usually in the use of a laptop or smart phone whilst watching TV, is called Multi-screening. Furthermore, research by the Internet Advertising Bureau UK indicates around one third of Multi-screening cases among UK smart phone owners does not involve the TV but other mediums.
The evidence shows of the 34% of Multi-screening cases that does not involve the TV, more than half took place between a smart phone and a laptop but was lower for those aged over 55. Similarly, over a quarter of responses involved a desktop while using a smart phone; which was higher at 33% for males. Furthermore, one fifth of non-TV cases took place between a smart phone and a tablet, increasing to a quarter among parents. To conclude, with Internet TV becoming increasingly prevalent, consumers may be watching TV on a laptop, desktop or tablet, whilst Multi-screening with a smart phone.
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