Over the past couple of years, we’ve been hearing more and more about the “second screen experience.”

In case you’ve had the uncanny good fortune be have not yet been inundated with the term, the second screen experience essentially refers to using some kind of computing or mobile device, like a tablet or smartphone, to enhance the viewing experience while watching TV.

Marketers have been particularly obsessive over the second screen experience. Specifically, in regards to how it can be harnessed to increase engagement or to get viewers to buy stuff while they’re watching TV.

Yet while brands, marketers and even some broadcasters may have great enthusiasm for the second screen experience, apparently viewers themselves aren’t that into it.

New findings from a study sponsored by DVR pioneer TiVo have revealed that most TV viewers are perfectly content with just one screen thank you.

In the study, viewers did admit to sometimes multitasking while watching TV. But according to the study’s findings, viewers who do multitask while watching television most commonly engage in activities like surfing the web, cooking, and chatting online.

However the majority of viewers, 76 percent to be exact, apparently prefer watching their favorite shows without the distraction of a second screen.

One of the survey’s revealing findings was that most viewers aren’t really interested in engaging in any kind of online discussion about the shows they watch, while they’re actually watching them. And 55 percent of users surveyed said they agreed with the statement “I only want to discuss TV with people I know, not with Internet strangers.”

While 68 percent of those surveyed said they noticed it when shows promote Twitter hashtags, 63 percent of them said they didn’t like seeing them during shows. The number of surveyed viewers who said they did like seeing hashtags was surprisingly low, at just 3 percent.

One reason that viewers cited as to why they preferred not to engage in a second screen experience was what TiVo calls the Game of Thrones factor; that is when shows are so nuanced in terms of dialog and plot developments that they actually demand a viewer’s full attention.

Of those surveyed, 73 percent agreed with the statement “There are certain shows that are so important to me or so tricky to follow, I make sure not to do other things while I am watching them.”

TiVo’s survey was conducted across 1,660 households between October 16 and November 7.

Another survey, commissioned jointly by the Consumer Electronics Association and the National Association of Television Program Executives, found that while more than 75 percent of viewers used smartphones or tablets while watching TV, only 42 percent of them used those devices in any kind of synchronized second screen experience. And of those who did, only 13 percent felt it made their viewing experience “much more enjoyable.”

These findings likely spells good news for the actual television industry.

But for marketers looking to leverage the high levels of engagement generated during shows like Game of Thrones, these findings likely indicate that piggybacking social media engagement onto TV viewership may be a little more challenging than was previously believed.

The NATPE survey did offer some encouragement however, recommending that the second screen experience might be more compelling if it were better targeted to specific demographics such as millennials or parents.