80% of mobile phone owners use phones while watching TV

Back in June, I blogged that Mobile Is Changing the Way We Watch TV. This week in its annual outlook report, Razorfish reports that 80% of mobile users are multitasking on their mobile device while watching TV, with 15% staying on their device for the entire duration of the show.

Engaging in multitasking behavior on multiple screens like that is know as media stacking.

Additionally, the study found:

• 70% of mobile users engage in media stacking via mobile and TV at least once a week and 49 percent do every day.
• More than 60% of mobile users check their phones at least once or twice during a TV show.
• 15% of mobile users stay on the mobile Web for the entire duration of the show.
• The top five categories that attract multitaskers are reality, news, comedy, sports and food.
• Fewer respondents are engaging in social media on their mobile phones while watching TV than was expected.

This opportunity to connect with consumers represents a marketing treasure trove that is currently underutilized. Unfortunately, according to the study, marketing agencies are continuing to look at mobile as a standalone medium instead of one that can be used in conjunction with other marketing campaigns.