Nearly 50 per cent of consumers are using another electronic device while watching TV at home, according to consumer research carried out by Futuresource Consulting.The most popular reasons for this include combating boredom; needing something else to do, and keeping in touch with friends.

10 per cent, meanwhile, said that this makes them feel part of the show, highlighting the complementary nature of second screens. Unsurprisingly, the study also found that younger respondents are more likely to be engaging in this sort of behaviour.

The study also shows that 57 per cent of people are watching online video content at least occasionally, with nearly one in four using their smartphones. Watching online video on a desktop PC is still the most common method (57 per cent), however, very closely followed by laptop (55 per cent).

The research was carried out in the US, UK, France and Germany, with more than 2,600 respondents ranging from 12 to 65+ years of age. It was part of Futuresources ongoing Living with Digital programme, exploring the ways in which consumers interact with and consume digital entertainment.