You mean to tell me that people shop on Smartphones and Tablets, while watching TV?!!! That's unbelievable! Just stop right there, no more. That's enough new information for today, I don't want to feel any more overwhelmed.
It's *far* more complex than that. They're saying that people don't use their tablets to shop in-store, and that tablet owners don't use their phones as much to shop at home. This is indeed a deep and counterintuitive finding.