How we Use Connected Devices...(FYI)

Now that I'm fully immersed in building multichannel executions through responsive design, I pay particular attention to how customers use the web, mobile, social, tablets, and iTV, including noting my own habits.
Nielsen just published a new study on connected devices. Interesting to note:

• Social Media — 44% of 18-24 year old and close to 50% of 25-34 year old are visiting social networking sites on their smartphones during both commercials and programs while watching TV.

• Seeking Information — 36% of people 35-54 and 44% of people 55-64 use their tablets to dive deeper into the TV program they are currently watching.

Discovery and engagement remain high on the lists of both age groups. They just get it done differently.