“…Demographic factors, such as age, gender, and education, are examined in relation to prevalence of media multitasking and multiscreening (e.g., Kononova 2013;Segijn, Voorveld, Vandeberg, Pennekamp, and Smit, 2017;Voorveld et al 2014) but to a lesser extent in relation to multiscreening and advertising. More important, future research should go beyond demographic variables and look deeper into psychological factors, such as mono-versus polychronicity (Voorveld et al 2014), sensation seeking, or creativity (Duff, Yoon, Wang, & Anghelcev 2014). Examining these factors will help us achieve a better understanding of user differences in relation to multiscreening and advertising effectiveness and potential confounding factors.…”
“…Demographic factors, such as age, gender, and education, are examined in relation to prevalence of media multitasking and multiscreening (e.g., Kononova 2013;Segijn, Voorveld, Vandeberg, Pennekamp, and Smit, 2017;Voorveld et al 2014) but to a lesser extent in relation to multiscreening and advertising. More important, future research should go beyond demographic variables and look deeper into psychological factors, such as mono-versus polychronicity (Voorveld et al 2014), sensation seeking, or creativity (Duff, Yoon, Wang, & Anghelcev 2014). Examining these factors will help us achieve a better understanding of user differences in relation to multiscreening and advertising effectiveness and potential confounding factors.…”
“…When adults actively consume multiple media, the need to divide attention between information sources can negatively impact processing of the media content, including decreasing reading comprehension (Lin, Lee, & Robertson, 2011) and increasing receptivity to advertising messages (De Riddere, 2013;Duff, Yoon, Wang, & Anghelcev, 2014;Kononova, 2013). Beyond the immediate act of media consumption itself, greater self-reported media multitasking has been associated Electronic supplementary material The online version of this article (doi:10.3758/s13423-016-1036-3) contains supplementary material, which is available to authorized users.…”
Section: Abstract Media Multitasking Adolescents Standardized Tesmentioning
confidence: 99%
“…Additionally, heavy media multitasking has been associated with higher levels of impulsivity (Cain & Mitroff, 2016;Minear et al 2013), sensation seeking (Duff et al 2014;Kononova, 2013), attentional lapses, errors, and mind wandering (Ralph, Thomson, Cheyne, & Smilek, 2014), and even with depression and social anxiety (Becker, Alzahabi, & Hopwood, 2012).…”
Section: Abstract Media Multitasking Adolescents Standardized Tesmentioning
Media use has been on the rise in adolescents overall, and in particular, the amount of media multitasking-multiple media consumed simultaneously, such as having a text message conversation while watching TV-has been increasing. In adults, heavy media multitasking has been linked with poorer performance on a number of laboratory measures of cognition, but no relationship has yet been established between media-multitasking behavior and real-world outcomes. Examining individual differences across a group of adolescents, we found that more frequent media multitasking in daily life was associated with poorer performance on statewide standardized achievement tests of math and English in the classroom, poorer performance on behavioral measures of executive function (working memory capacity) in the laboratory, and traits of greater impulsivity and lesser growth mindset. Greater media multitasking had a relatively circumscribed set of associations, and was not related to behavioral measures of cognitive processing speed, implicit learning, or manual dexterity, or to traits of grit and conscientiousness. Thus, individual differences in adolescent media multitasking were related to specific differences in executive function and in performance on real-world academic achievement measures: More media multitasking was associated with poorer executive function ability, worse academic achievement, and a reduced growth mindset.
“…Although it is often found that all age groups and generations engage in media multitasking, the studies are consistent in the finding that younger people are more likely to multitask than older people (e.g. Carrier et al 2009;Duff et al 2014;Voorveld and van der Goot 2013;Voorveld et al 2014;Hwang, Kim, and Jeong 2014;Voorveld and Viswanathan 2015). An explanation for this finding could be that adoption rates of media vary among generations (Brasel and Gips 2011;van der Goot et al 2016).…”
Section: The Multiscreenersmentioning
confidence: 67%
“…Some studies have found that women are more likely to engage in media multitasking than men (Hwang, Kim, and Jeong 2014;Duff et al 2014;Jeong and Fishbein 2007;Voorveld and Viswanathan 2015), whereas other studies did not find significant gender differences across multitaskers (Voorveld et al 2014;Kononova 2013;Christensen et al 2015). Although gender is sometimes assumed and found to be related to media multitasking, it is unclear why there would be gender differences.…”
Multiscreening has been shown to affect consumers' brand attitudes and their memory of advertisements. However, little is known about the prevalence of using multiple screens simultaneously. The aim of this study is to provide insight into multiscreening by examining its prevalence, the composition of screens, and who is likely to multiscreen. A diary study with a representative sample of the Dutch population (n = 2,399) was conducted. First, the results showed that almost 60% of the participants multiscreened at least once. They multiscreened on average three days a week, mostly on Sundays, and on average more than 80 minutes per day. Second, the most prevalent screen combinations were TV-smartphone, TV-laptop, and TV-tablet. Third, multiscreeners were on average 41 years old, predominantly female, have a higher than average education, and own on average more than four screens. Finally, it was found that, in general, younger participants multiscreened longer than older participants.
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