I love hearing that I am, or, rather, the generation that I belong to as a whole is, the “master” of something. It makes me/we/us feel special or something. Jerry Seinfeld was the “master of his domain” once upon a time. When I was a kid, I worked my way up through the Hot Shots (golf and tennis) ranks to become a “master gamer.” (I still have my special badge hanging on a wall somewhere.)
But today’s distinction has been laid upon us millennials courtesy of a new study by the Consumer Technology Association, which found that millennials are “masters of the second screen.” That’s to say, when watching TV, we have perfected the skill of being able to divide our attention between the large screens in front of us and the tinier screens that we typically have within our reach. CTA found that nearly nine out of every ten millennials (88 percent) engage in second screen behaviors when watching video content. That checks in as the highest percentage of any demographic.
This study hit the wire as consumers gear up to watch what typically has been the single most dominant event in terms of second-screen activity: the Super Bowl.