Confidence of attentiveness of a consumer of a media object on a media playback device is estimated by detecting a user action performed on a mobile computing device while or soon after the media objects are presented; responsive to the user action detection, retrieving descriptors for the media object; correlating the detected user action and the descriptors; if sufficiently correlated, determining a degree of confidence that the user is attentive to the media object; and recording the one user action, the media object descriptors, and the degree of confidence into digital results into computer memory.