As more affordable, dynamic and diverse tablets and smartphone hit the markets, the number of U.S. consumers who interact with one or more of these devices while watching television or using a computer is booming. As technological advances fuel transformations in audience viewing habits, brands should consider the role video ads online and mobile video ads play in a world where TV commercials alone get drowned out by viewers' use of different devices.

More than 70 percent of Americans, or 203 million people, access media on at least two screen devices each day, according to The Multi-Screen Dayparting Playbook: How to Utilize Dayparts for Greater Reach and Impact, which states multi-screen users outnumber single-screen users by roughly 2.5 to 1. Advertisers and brand marketers should consider how and when target audience members consume media to create the most effective multi-platform ad campaigns.

Multi-screen user habits
With more than 80.8 million opting to surf the web while watching television and using a smartphone, this combination proves to be the most popular among American users, according to the whitepaper. TV is central to all popular multi-device combinations, which means consumers still enjoy watching content on a larger screen. This activity is relatively passive compared to the more hands-on activity they're partaking in via their computers, smartphones and tablets. The whitepaper characterizes each device by the roll it plays in the consumer's life. Smartphones are for real-time connections achieved through chatting and texting, social media and search. Tablets are for leisure, such as watching videos and shopping, which makes video ads on mobile an important part of effective digital marketing efforts. Finally, computers are used for life management, which includes handling personal finances, productivity-related tasks and email.

The use of two screens is most common between the hours of 10 a.m. and 4 p.m. Meanwhile, consumers use three screens simultaneously most often in the evening, between 8 p.m. and 11 p.m. 

Constant Connectivity
"Each month, consumers are spending more time with more media, across all devices under the sun," said Nielsen in State of The Media: U.S. Consumer Usage Report 2012.

People are constantly connected to a mobile device and/or a computer. In quarter three of 2012, more than half of mobile subscribers owned a smartphone, according to the research and consulting firm. Social networking remains a primary activity for smartphone owners and computer users. Meanwhile, video and movie watching is among the top 10 pastimes for computer users.