Living in an Age of Distraction: Multitasking and Simultaneous Media Use and the Implications for Advertisers

27 Pages Posted: 15 Sep 2009

Date Written: September 15, 2005

Abstract

This study of 200 college students reveals that a majority engage in concurrent activities, like eating or socializing, while watching television. The analysis found that the vast majority of respondents engage in the simultaneous use of multiple media, for example, surfing the Internet while watching television. The findings on attention to multiple media suggest respondents do not find this easy, and when engaged in simultaneous media use they are not likely to pay close attention to programming or advertising despite the relevance of content or the salience of familiar faces that appear in television commercials.

Keywords: multitasking, simultaneous media use, advertising comprehension

Suggested Citation

Alperstein, Neil, Living in an Age of Distraction: Multitasking and Simultaneous Media Use and the Implications for Advertisers (September 15, 2005). Available at SSRN: https://ssrn.com/abstract=1473864 or http://dx.doi.org/10.2139/ssrn.1473864

Neil Alperstein (Contact Author)

Loyola University Maryland ( email )

4501 North Charles Street
Baltimore, MD 21210-2699
United States

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