The vast majority of TV viewers actually focus on what’s on their TV screens rather than other devices and distractions, according to a new study released Thursday by TiVo.

More than 75 percent of viewers surveyed said their primary focus was on the program they were watching if they multitasked in front of the TV.

And 45 percent of TiVo users, and 35 percent of non-TiVo users, said their attention was solely on the TV set while they watched.

Among those that said they multitasked, browsing the Internet, cooking, and chatting online were the most popular second activities.

Smartphones were the most popular device used while watching TV, but only 24 percent reported using one every time or almost every time they were in front of their set.

Although the second screen has garnered a lot of attention in recent years, only 27 percent of those surveyed by TiVo said they used the Internet to find content related to a show while watching. The numbers tick upwards slightly for the week following a show’s airing (32 percent).

And viewers report that on-screen efforts to drive them to the Internet are actually turning them off: 68 percent of those surveyed reported they had seen TV hashtags, and they overwhelmingly said they didn’t like it (63 percent). Only three percent of viewers actually like seeing them.

TiVo conducted the online survey of 1,660 households in October and November of 2013. Participants were all over the age of 18 and watched at least seven hours of television per week.

Brief Take: While the second screen isn’t going away any time soon, marketers take note: viewers are turned off by too many on-screen distractions and prompts to visit social networks and Web sites.

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