Yahoo study: 84% multi-screen

According to a study conducted by Yahoo, 84 per cent of consumers simultaneously interact with two screens at once while a quarter of mobile users interact with mobile, TV and PCs at the same time.

Yahoo claims its "APPetite" study highlights the need for the mobile Internet experience to reflect that of a PC, in order for that experience to be considered useful.

When users found the mobile Internet experience provided by a brand poor 44 per cent blamed the brand over the mobile network, implying marketers wishing to engage with users online have to consider the quality of their online presence on mobile.

As the popularity of mobile apps continues to grow, the research showed that while apps were driving usage and boosted brand innovation, long-term mobile engagement depended on optimised mobile Internet experiences.