Yet another reason why traditional advertising is losing effectiveness

Yahoo released these stats recently


..... what it says is that 86% of people use mobile phones during they're t.v time. What that says to me is that 86% of people are looking at they're phones during commercials! 86% of people would be effected by internet and mobile advertising better then high cost commercials!
What does that mean for businesses, Particularly small businesses? It means that these people need to be utilizing internet marketing,mobile marketing, and social marketing better! Now this one is going to be short because im going to let you cogitate.