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March 21, 2006 Media Multitasking Continues To RiseConsumers Pay Less Attention To The Media They Useby Chris Charron with Remy Fiorentino |
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Executive Summary
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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