(Length: 4 pages)

March 21, 2006

Media Multitasking Continues To Rise

Consumers Pay Less Attention To The Media They Use

by Chris Charron

with Remy Fiorentino

Executive Summary (This is a document excerpt)

Media multitasking — consuming two or more types of media at the same time — is on the rise. More than 80% of North American online adults listen to the radio, read a newspaper or magazine, or use the Net while watching TV. If we look at groups that provide a glimpse into the future — online youth and Tenured Nomadic Networkers — multitasking is even more prevalent.

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