Time Warner Inc. (NYSE: TWX) said Monday that it is conducting a lab study that uses eye tracking devices to gauge the impact that smartphones and tablets have on TV viewing.
The media giant said Ball State University is leading the research project at Time Warner's Medialab facility in New York, which will use eye-tracking devices, focus groups and online surveys to determine how viewers use mobile devices to watch video programming and advertising.
"Participants will watch television while using smartphones and tablets while researchers analyze how viewers interact with programs and ads through social engagement," Time Warner said in a prepared statement.
Time Warner, which invested in social TV firm GetGlue last year, said it expects the study to be completed by June.
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