For other uses, see multitasking (disambiguation)
Media multitasking involves using TV, the Web, radio, telephone, print, or any other media in conjunction with another. Also referred to as "simultaneous media use," this behavior has emerged as increasingly common, especicially among younger media users,[1] and has gained significant attention in media usage measurement, especially as a new opportunity for cross-media advertising.[citation needed]
Much of this multitasking is not inherently coupled or coordinated except by the user. For example a user may be browsing the Web, using e-mail, or talking on the phone while watching TV. More directly coordinated forms of media multitasking are emerging in the form of "coactive media" and particularly "coactive TV."
References
- ^ Wallis, Claudia (March 19, 2006), "The MultiTasking Generation", Time Magazine, http://www.time.com/time/magazine/article/0,9171,1174696,00.html. Wallis describes a survey by Donald F. Roberts and others for the Kaiser Family Foundation that found that kids' multitasking led them to pack a daily average of 8.5 hours of media viewing into 6.5 hours of time spent interacting with electronic media.
This entry is from Wikipedia, the leading user-contributed encyclopedia. It may not have been reviewed by professional editors (see full disclaimer)
