Screen use studied

NEW YORK: A new survey released by Weber Shandwick, and coinciding with the rebranding of its digital media practice, found that the average consumer is accessing information and entertainment on three different screens daily.

NEW YORK: A new survey released by Weber Shandwick, and coinciding with the rebranding of its digital media practice, found that the average consumer is accessing information and entertainment on three different screens daily.

The study, called "The Screening of America," surveyed mothers of school-aged children, baby boomers, and seniors older than 65 to find that people of all ages were accessing multiple screens.

"People are using more and more devices than [marketing professionals] give them credit for," said B. Bonin Bough, EVP of WS' rebranded digital practice, screengrab. "Our lives are becoming this world of multiple messages on multiple screens."

The study found that 40% of moms owned a portable gaming device, with one-quarter of them using it at least five hours a week. In addition, 33% of moms check Web sites that are referenced on television commercials they watch.

WS' screengrab practice will serve both existing WS clients and new ones that are looking for digital expertise. The practice is already working with Corbis, a digital image provider, and the Life and Health Insurance Foundation for Education on digital campaigns, as well as other WS clients.

Screengrab will help Corbis set up blogs and will educate the company on how to respond to bloggers and find influencers.

The practice is also providing video-on-demand, interactive TV, and social networking solutions to a major pharma client and a social gaming initiative for a university client.

While screengrab will work on social media, Bough said the practice was "tactically agnostic" and will also focus on Web development, mobile and viral marketing, search, and traditional media relations.

The study, conducted by KRC Research, included 1,006 adults, ages 18 and older, conducted by phone December 14 to 21.

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