American adults are reportedly watching less TV, but have inadvertently increased the amount of time-shifted TV, a report revealed.
The report by "The Digital Consumer" revealed Americans' obsession with mobile devices has reached to a new level with 84 percent of them using smartphones or tablets even while watching TV.
According to the report released by Nielson, the average US family owns four digital devices, the New York Post reported.
Meanwhile, the habit is said to gravely impact the 70 billion dollar TV-ad industry, considering that it largely depends on its viewers for delivering content.
The survey further reported that people were watching 3 hours less live TV a month, even though TV remains the most-watched screen among all other mediums.