Does simultaneous use of devices mean less attention for content?

According to a survey by Sky TV reported in a recent edition of Metro many people are using mobile devices while simultaneously watching television.

According to the survey three people in four watch television with a second device at hand and one in three uses tablets, smart phones or tablets to talk about it while watching. Sky claim social media is relied on "to feel part of a bigger online conversation and to gain recommendations about what to watch." When asked why people watching TV turn to social media 25% of 18 to 24 year olds said because "it makes me feel part of a larger conversation," 24% of 25 to 34 year olds because "it makes my viewing experience more fun," 15% of 35 to 44 year olds say "it makes me feel more sociable" and surprisingly even 12% of over 55s said "it enriches my viewing experience." The days of a family spending evenings huddled round a small television all watching the same programme have long since gone. What is interesting is what is now termed 'sociable'. It is not uncommon to see families in restaurants sitting silently round a table not inter acting with each other, but with a wider group via their smart phones. Same in cinemas, even theatres people are tweeting and whatever to people who are not present. Many in that 25 to 34 year age group seem to be permanently bonded to their iPhones when they are supposedly socialising, driving, walking, working and even sleeping.

From a marketing point of view, providing content to mobile platforms like iPhones and iPads using social media tools might seem an obvious thing to do if so many rely on these channels for recommendations. But then there's the nagging doubt about how much attention they are paying to the content. Are this growing band addicted to always on social communication buyers for b-2-b products and services? There is an ominous lack of research into a link between company presence on these platforms and channels and sales. Does the influence of social media, apparently so important in recommending what to watch on TV and how to live generally, actually translate into enquiries and ultimately sales?