Multiscreening Has Gone Mainstream

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The most interesting stat from this infographic research breakdown from Nielsen is that 62 percent of online Americans use the Internet and TV at the same time. In studies like this one, multiscreening has usually been identified with kids, who are perceived to be at risk from this type of behavior. But well, well, well, look at who is doing the multiscreening now! More than 60% of adults.

It's not hard to understand why this happens. You're watching something, a commercial comes on, and you check your email or look at Twitter. And it's only going to get more prevalent as our devices get better and TV stays the same.

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Alexis C. Madrigal

Alexis Madrigal is the deputy editor of TheAtlantic.com. He's the author of Powering the Dream: The History and Promise of Green Technology. More

The New York Observer has called Madrigal "for all intents and purposes, the perfect modern reporter." He co-founded Longshot magazine, a high-speed media experiment that garnered attention from The New York Times, The Wall Street Journal, and the BBC. While at Wired.com, he built Wired Science into one of the most popular blogs in the world. The site was nominated for best magazine blog by the MPA and best science website in the 2009 Webby Awards. He also co-founded Haiti ReWired, a groundbreaking community dedicated to the discussion of technology, infrastructure, and the future of Haiti.

He's spoken at Stanford, CalTech, Berkeley, SXSW, E3, and the National Renewable Energy Laboratory, and his writing was anthologized in Best Technology Writing 2010 (Yale University Press).

Madrigal is a visiting scholar at the University of California at Berkeley's Office for the History of Science and Technology. Born in Mexico City, he grew up in the exurbs north of Portland, Oregon, and now lives in Oakland.

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