A study commissioned by Time Warner found that “digital natives” — people in their 20s — switched media venues 27 times a non-working hour (for example, switching from TV to phone while sitting on the couch.) That’s 13 times during a 30-minute TV show.

Thirty people participated in the study, and researchers monitored them for 300 hours. Participants wore eyeglass cameras and biometric belts. “What they are looking for is engaging content, and they dismiss so much stuff,” said Dan Albert, SVP at Chicago’s MARC USA agency, in an Ad Age article.