Increasingly consumers use three screens — smartphones, televisions, and computers — interchangeably to consume and interact.

Those who are conversant in switching back and forth or using two or three at the same time are called the “multi-screen generation.”

Age does not define the group (18-64), but they spend an average of 54 hours a week on one or more of the devices, and are more likely to have higher discretionary incomes, educations, and employment than average adults.

Marketers need to approach all three screens with unified and seamless campaigns to effectively reach multiscreeners.