Second, third screens move up video viewing ladder

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A study conducted by Arbitron and the Coalition for Innovative Media Measurement (CIMM) provides some of the first insights into multiscreen viewing habits—with limitations, of course.

According to results of a separately recruited panel of Arbitron Portable People Meter participants, a "significant share" of viewers use PCs and mobile devices as second and third screens for video. The test, however, had its limits since the panelists were only tracked using PCs and mobile apps on Android and BlackBerry devices. What's missing? Try Apple (Nasdaq: AAPL) and see if that skews the results at all.

According to the test, 91.7 percent of panelists who had access to content on CIMM member websites and apps as well as content providers Hulu, Netflix (Nasdaq: NFLX) and YouTube used a second or third screen and 35.5 percent used all three screens. About 13 percent of the consumption was out of home and--employers will love this--35 percent of CIMM TV/cable outlet viewers did their thing at work.

The results "clearly demonstrate the value of personal, passive and portable measurement within a single panel of media consumers," Gregg Lindner, executive vice president of service innovation and chief research officer at Arbitron, said in a statement.

"We continue to believe that a Portable People Meter-based panel will serve as a solid foundation for more scalable cross-media measurement solutions," he added.

For more:
 - see the release

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