American consumers are increasingly connected, and our recent survey shows they are increasingly multimedia multitasking.

There’s a growing belief that TV “cord cutting” – when consumers reduce the amount of time they watch TV or drop their digital TV subscriptions altogether and move to viewing video online – is gaining traction. But that myth is busted.

As penetration of HDTVs, DVRs, broadband and smartphones increased at double- or even triple-digit rates during the last two years, viewing across all major media platforms continues to be fueled by the adoption of technologies that improve the consumer experience.

While television is still the dominant media platform in China (the average home spends 6X as much watching TV as accessing the Internet), nearly half the households in the pilot study went online while watching TV.

More Americans are getting into the habit of going online while watching television, with 10% or more of viewers visiting social networks, searching the web and browsing content during major TV events.

The evolution of the three screens that distribute video – TV, Internet and mobile phones – has created challenges and opportunities for consumers, programmers and marketers alike.