Americans are spending more time on mobile devices daily than on watching television for the first time, according to a study by Millward Brown. It found that the worldwide gap is even larger, making mobile a first-screen experience for many while the practice of using multiple screen continues to thrive. "It's still a recent phenomenon that people are tethered to their phones while watching TV. Their default is to type something into their smartphone," said Joline McGoldrick, research director at Millward Brown.

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