The February 2013 Mendelsohn Affluent Barometer indicates that media multi-tasking is now a way of life among Affluents, who tend to be early adopters of the latest technology, including tablets and smartphones. Affluents are defined as as adults living in households with at least $100,000 in annual household income.
Key media multi- tasking findings among Affluents include:
27% multi-task “almost constantly,” and an additional 37% multi-task “regularly”
66% agree that “multi-tasking helps me be more productive”
51% have engaged with social media about a television program while watching that program
58% of smartphone owners “regularly” or “almost constantly” use their smartphone while watching TV, and 66% would find it “extremely” or “very” difficult to live without their smartphone
53% of tablet owners “regularly” or “almost constantly” use their tablets while watching TV, and 33% would find it “extremely” or “very” difficult to live without their tablet
The February 2013 Mendelsohn Affluent Barometer was conducted online in February 2013. The data were weighted to reflect U.S. Census data.