Omdia: More Than Half of 45–54 Year Olds Now Watch Mobile Video While Watching TV
TechTarget, Inc. (TTGT)
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Source: Business Wire
LONDON--(BUSINESS WIRE)--New primary research data from Omdia reveals that media multitasking is no longer just a Gen Z habit. More than half of adults aged 45–54 now watch video clips on their mobile phones while watching television, highlighting a major shift in viewing behavior and the growing fragmentation of attention across screens.This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260311585852/en/Over half of 45-54s watch videos on their phones while watching TVAccording to Omdia’s latest consumer research, 52% of US viewers aged 45–54 reported watching video clips on their phones while watching TV in November 2025, up from 39% in November 2022. The trend is also accelerating among even older viewers: 35% of those aged 55–64 now multitask with mobile video, compared with 20% three years ago.The findings underscore how the second-screen phenomenon - once associated primarily with younger audiences - has rapidly expand
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