Between focused use and concurrent use, a group of nearly 400 Midwesterners followed by Ball State University spent 69 percent of their days involved with media. They spent 30 percent of their waking hours exclusively on media and another 39 mixing media with other activities; the lattter usually involved two or more activities at once. The multitasking isn’t limited by age but the kind varies by age group.
As in previous studies, TV dominates by far — more than four hours a day compared to two-plus spent with computers. But the two activities are converging. “As, over time, the computer becomes a vehicle for more rich media content (often related to TV programming), the line between the two media is likely to blur further, calling into question the TV-centric mindset.”
The evolving media environment means advertisors should be thinking differently about how they approach consumers. Jane Clarke, a vp for Time Warner Global Marketing who attended a session on the study, told the Monitor: “If you’re advertising in one medium, you can complement the message by combining it with another medium. The findings suggest creative ways to combine and package media for advertisers to get their messages to consumers.” PowerPoint.
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