Read the case below and answer the questions that follow.

You are a marketing specialist at a media company. Over the past few years, you have been researching how TV viewers use mobile phones and other devices while watching TV$.$ You have found that viewers increasingly expect to engage via mobile devices with TV shows and their audiences while watching programs. Recently, you finished a survey among $2,342$ adults $(18$ years and older$).$ You compiled the following statistics from the survey: About one month ago, you and your colleagues gave a presentation to executives at your company regarding the results of this survey. You discussed how viewers used their mobile devices. At the time, you had not broken down the statistics by demographic. You also did not make any recommendations; you simply presented the survey results. The executive team was skeptical that information would impact the company's TV programming substantially. But, they were impressed with the information and wanted you to dig deeper into the data and come up with some recommendations. When you broke the data down, you were amazed to see how much more frequently younger TV viewers used mobile devices while watching TV$.$ You thought this data helped bolster your argument that younger TV viewers expect an interactive experience while watching TV programs$-$using mobile devices to interact with TV hosts, actors, and other viewers; participate in contests and games; and interact in other creative ways with the programming. With more and more TV viewers recording shows and watching commercial$-$free later, you thought that adopting an interactive approach to many programs could counteract this trend and get viewers excited about watchina programs live. In fact, you think now is a great opportunity to develop a new business model that embraces interactive programming. Of course, the team of executives you will present to is generally skeptical of dramatically changing the business model. In fact, these executives view these mobile device behaviors while watching TV as "largely a fad" or simply "nonmonetizing." They are also concerned about making major changes to cater to the youngest viewers $($under $25$ years old$),$ who they feel are not their most important demographic. Overall, they seem to think that "traditional programming" will be around for a long time and that interactive programming will play a small role for the foreseeable future.