Americans spend more than 13 hours per week using two or more forms of media simultaneously, according to data from Luth Research cited in “Profiles Of The U.S. Simultaneous Media User,” a new report from EPM Communications, publisher of Research Alert.
TV and Internet are the media most commonly used together, but as mobile phones become more sophisticated and adoption of tablets and other PC-alternatives increases, consumers are expanding their multitasking repertoire.
They’re also combining their media use with other activities. For example, the proportion of adults who engaged in non-media activities while accessing the Internet via computer grew 11% — from 25.5% to 28.4% — between 2009 and 2010, according to BIGresearch data cited.
The amount of time spent using multiple media, the choice of specific media, and the way they’re used all vary with age, gender, race/ethnicity, income and education levels, and attitudes toward technology.
Simultaneous media use is most common among the youngest adults, but all adults engage in it — adults ages 65 and older spend more than 11 hours per week using media simultaneously, according to Luth research cited.
Children’s simultaneous media differs from that of adults. Their top media for multitasking is music, while adults’ is television.
There are qualitative differences, too. Children tend to think of media in broader terms than adults do. To them watching television can mean watching streaming or downloaded video on a computer or mobile device, watching DVDs or VOD, or even watching movies. Adults, especially those ages 35 and older, tend to think of TV as the box.
Although adults who are using more than one medium at a time are paying less-focused attention to each one, their level of involvement with the content is deeper because they’re engaged with it in a variety of ways (and usually in multiple sittings), some of which involve direct interaction. [Human Behavior, Media]
Source: “Profiles Of The U.S. Simultaneous Media User,” EPM Communications, Ira Mayer, Publisher, 19 W. 21 St., #303, New York, NY 10010; 212-941-0099; email: info@epmcom.com; www.epmcom.com. Price: $597; $497 for paid subscribers to any EPM newsletter; available in print or PDF.
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