multichannel approach for the multitaskers.

Some things are just make sense, regardless of research. The thought that by targeting your audience with a multichannel approach would increase your reach makes sense, and now there is some evidence in the form or research to back that up (Source: eMarketer).

July 2011 data from Yahoo! and advertising agency Razorfish revealed that while watching TV, 66% of US mobile device owners multitasked on their laptop or desktop PC on a daily basis. In addition, 49% used their web-enabled mobile phone daily when watching TV.