42% of people say they have enhanced their entertainment experience by simultaneously using another device

Similarly, the majority of respondents (54 per cent) agreed that watching and sharing entertainment online has increased their sense of global connection.

In the past year, respondents in the UK have also been found to be more open to watching online videos from far-flung places than they were a year ago (60 per cent) and the majority of respondents in the emerging markets had watched or listened to entertainment in a language they do not speak (60 per cent of respondents in emerging markets vs. 44 per cent in the US and UK).

“Now more than ever, entertainment is fuelled by mobile and multiscreen access. This concept of ‘visual-tainment’ breaks down barriers, which increases people’s desire to share that content and experience with others – a trend that is particularly true in the emerging markets,” said Gail Becker, chair, U.S. Western Region, Canada and Latin America, Edelman.

The study, which has expanded beyond the US and UK to include Brazil, China, Germany, India, Korea and Turkey, also found that the majority of respondents are eager to share details about entertainment via their social networks.

Globally, people who use social media are as likely to share information about entertainment as they are about their own personal lives or about their friends (around 76 per cent), however, in the UK only 58 per cent use social media to share entertainment, 65 per cent share about their own lives and 61 per cent share about their friends.