Microsoft-Multi-Screening-Behavior-Types-Mar2013In a new study [download page] of multi-screen engagement, Microsoft Advertising identifies 4 paths of multi-screening behaviors, finding that the most popular type is “content grazing” 68%, in which consumers use 2 or more screens to access separate or unrelated content. While this is akin to distraction behavior, many multi-screeners also use multiple devices to engage in “spider-webbing” 57%, where they view related content on multiple devices at the same time.

via Multi-Screening Behavior Most Often Involves Unrelated Activities.