The explosion of multi-screening hasn’t taken us away from our sofas, with the majority of second screening still happening in the lounge room.

That’s one of the findings of a new report by IPG Media Lab and Magna Global – one of the most exhaustive analyses of the second screen marketplace to date.

The report, Second Screen Marketplace: Trends and Opportunities, also concludes that what began as an “industry coping mechanism for the consumer attention crisis” is now evolving into more targeted forms of TV that are accelerating how people interacting with the medium.

Natalie Bokenham, director of strategy at IPG Media Lab, said: “70% of our clients’ money is still spent in the living room, trying to reach people watching TV. And that’s stable.”

The report concludes that, while overall TV ad spending is remaining constant, so is the amount of time consumers spend watching TV – but that watching is becoming fragmented across an increasing number of screens.