Almost two-thirds of affluent consumers regularly multitask with mobile devices while viewing television, according to a Mendelsohn survey. Experts say the survey suggests that strong multiplatform campaigns are more important than ever for brands looking to reach wealthy customers. "It is a multichannel world, so brands need to respond by being in all channels and understand how to stay true to their brand strengths and values in each channel," said Steve Kraus, San Francisco-based chief research and insights officer for Ipsos MediaCT's audience-measurement group.
Mobile devices at hand as affluent shoppers watch TV
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