Nielsen released its Quarter 2, 2012 State of the Media: Cross-Platform Report this week. The Q2 2012 Cross-Platform Report highlights the viewing behavior of U.S. consumers and identifies emerging trends in media consumption across traditional TVs, mobile and Internet. Below are some top line key insights from the report: Americans added another 5 hours in front of the computer screen using the Internet or watching video content and an increasing amount of time using smartphones this quarter. Close to 40% of Americans now use their tablets or smartphones while watching TV at least once a day, and twice as many do it at least once a month. Adoption and use of new technologies are not reserved for the young. While watching TV 36% of P35-54 and 44% of P55-64 use their tablets to dive deeper into the TV program they are watching and nearly a third of tablet users aged 25-64 check sports scores. While both Netflix users and non-Netflix users within Nielsen homes watch an average of 5 hours and 20 minutes of content per day, the difference lies in how they watch. Download the full report.