Users multi-task and swap between mobile devices at home, according to research.
A survey by research group OMD UK, revealed that, on aveage, people with access to mobile technology at home switched between devices 21 times over a period of one hour. Some 200 people took part in the research, with technologly including mobile phones, tablets and laptops.
The second part of the research, which was set up to examine the future of British consumer society, revealed that TVs were switched on throughout the hour for 95% of those taking part.
TV advertising breaks, traditionally used to be an opportunity to make a cup of tea or take a comfort break, are now seen as a chance to engage with other devices, according to the study. Chris Worrell, from OMD, commented: "people were 'always one reach away from distraction' at home."
Researchers are urging marketers to abandon the traditional 30-second advertising film and "experiment with new formats."