More on Media Attention & Multitasking

MediaPost writes about a new Experian study — nothing especially new here — that shows how much activity and media Americans try and cram into a single day:

The fall 2008 study says the biggest multitasking period comes when watching television. While nine out of 10 online adults watched television in a given 24-hour period, 72% of them multitasked by using at least one of 12 measured media. The three biggest activities are the Web, 27%; mobile phone, 26%; and emailing, 23%.

The 38-hour day adds up as follows: working, 6.6 hours; sleeping, 6.1 hours; television, 3 hours; Internet, 2.4 hours; and radio, 1.7 hours. Time spent with books and computer games are each 1.5 hours. Listening to audio online, gaming on consoles and eating are at 1.4 hours each. Instant messaging and listening to an MP3 player are at 1.3 hour each. Commuting is 1.2 hours.

While TV retains the largest audiences of any single medium these data indicate that people aren’t paying close attention. This also points to the need for multi-platform campaigns that assume this multi-tasking behavior.

I wasn’t able to find a copy of the results other than in this article. I’m sure there are some additional findings that are interesting.

According to a similar, but earlier study (Sept, 2008 by Mediamark) traditional newspapers see the least multitasking of any of the major media.

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