Doing It All: An Exploratory Study of Predictors of Media Multitasking

How Related Multiscreening Could Positively Affect Advertising Outcomes

“…Demographic factors, such as age, gender, and education, are examined in relation to prevalence of media multitasking and multiscreening (e.g., Kononova 2013;Segijn, Voorveld, Vandeberg, Pennekamp, and Smit, 2017;Voorveld et al 2014) but to a lesser extent in relation to multiscreening and advertising. More important, future research should go beyond demographic variables and look deeper into psychological factors, such as mono-versus polychronicity (Voorveld et al 2014), sensation seeking, or creativity (Duff, Yoon, Wang, & Anghelcev 2014). Examining these factors will help us achieve a better understanding of user differences in relation to multiscreening and advertising effectiveness and potential confounding factors.…”

Media multitasking in adolescence

“…When adults actively consume multiple media, the need to divide attention between information sources can negatively impact processing of the media content, including decreasing reading comprehension (Lin, Lee, & Robertson, 2011) and increasing receptivity to advertising messages (De Riddere, 2013;Duff, Yoon, Wang, & Anghelcev, 2014;Kononova, 2013). Beyond the immediate act of media consumption itself, greater self-reported media multitasking has been associated Electronic supplementary material The online version of this article (doi:10.3758/s13423-016-1036-3) contains supplementary material, which is available to authorized users.…”

“…Additionally, heavy media multitasking has been associated with higher levels of impulsivity (Cain & Mitroff, 2016;Minear et al 2013), sensation seeking (Duff et al 2014;Kononova, 2013), attentional lapses, errors, and mind wandering (Ralph, Thomson, Cheyne, & Smilek, 2014), and even with depression and social anxiety (Becker, Alzahabi, & Hopwood, 2012).…”

Insight into everyday media use with multiple screens

“…Although it is often found that all age groups and generations engage in media multitasking, the studies are consistent in the finding that younger people are more likely to multitask than older people (e.g. Carrier et al 2009;Duff et al 2014;Voorveld and van der Goot 2013;Voorveld et al 2014;Hwang, Kim, and Jeong 2014;Voorveld and Viswanathan 2015). An explanation for this finding could be that adoption rates of media vary among generations (Brasel and Gips 2011;van der Goot et al 2016).…”

“…Some studies have found that women are more likely to engage in media multitasking than men (Hwang, Kim, and Jeong 2014;Duff et al 2014;Jeong and Fishbein 2007;Voorveld and Viswanathan 2015), whereas other studies did not find significant gender differences across multitaskers (Voorveld et al 2014;Kononova 2013;Christensen et al 2015). Although gender is sometimes assumed and found to be related to media multitasking, it is unclear why there would be gender differences.…”