Hollywood is afraid of online video streaming, but a recent study suggests their biggest threat is the smartphone. IPG Media Lab and YuMe looked at people's behaviors when they watched TV. They discovered participants had the TV on, but were not always actively engaged. About 94% of the study's 48 participants were distracted during the 30 minutes of watching. The smartphone was the biggest culprit and accounted for 60% of these distractions.
The researchers also compared DVRs with the smartphone and found that turning your head to look at your phone had a greater impact than fast forwarding through a commercial. This isn't rocket science. When you glance away, you miss the commercials on TV. When you zoom through the commercial, you ge
