On Sunday night…social media was centre stage as a key weapon in Hollywood's attempt to engage with a younger audience, which it fears it is losing to entertainment downloaded from the internet. The Academy would have been thrilled. Here was proof that folks at home were "media meshing" with the awards ceremony.

A quarter (25%) are regularly ‘media meshing’ — doing something else but related to what they’re watching on TV. Examples of media meshing include talking on the phone (16%) or texting (17%) about what they’re watching, using social networks (11%) or ‘apps’ to communicate directly with programmes (3%). Younger people are most likely to use other media while watching TV (74%) with 44% media meshing.

Media Meshing is when consumers begin an experience in one medium, then shift to another — and maybe even a third — to complement information, perspective and emotional fulfillment. Almost 60% of consumers believe using more than one type of medium is a good way to get more complete information, and broadband unleashes this phenomenon.