Multidimensions of Media Multitasking and Adaptive Media Selection

Wang, Zheng; Irwin, Matthew; Cooper, Cody; Srivastava, Jatin

doi:10.1111/hcre.12042

Cited by 110 publications

(163 citation statements)

References 52 publications

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“…Multiscreening is different than, for example, the combination of TV-radio, or newspaperradio, on several dimensions (Segijn 2016;Wang et al 2015). First, one of the most distinctive characteristics of multiscreening is the concurrent visual modalities.…”

Section: Multiscreeningmentioning

confidence: 99%

“…So far, there is one literature overview that describes challenges and opportunities for marketers (Segijn 2016) based on dimensions of media multitasking (Wang et al 2015). In addition, several effect studies are conducted on various outcomes, such as brand memory (e.g.…”

Section: Multiscreening and Advertising Effectsmentioning

confidence: 99%

“…It is argued that differences in media-related factors may influence how often a screen is combined with another screen because media-related factors could influence how cognitively demanding screen combinations are. In addition, the more cognitively demanding a medium is, the less it will be combined with another medium (Wang et al 2015). Mediarelated factors that could influence this are information modality, information control, behavioural responses, and time pressure.…”

Section: Compositionmentioning

confidence: 99%

“…It is argued that more modalities imply that more cognitive resources are required to process the information. Therefore, a screen with more modalities would be more cognitively demanding (Wang et al 2015). For this reason, a TV would require less cognitive resources, and would be easier to combine with other screens than a game console.…”

Section: Compositionmentioning

confidence: 99%

“…However, different forms of media multitasking are likely to influence prevalence, media use, and media effects (e.g. Wang et al 2015;Xu, Wang, and David 2016). To our knowledge, specific details about the prevalence of multiscreening are yet unknown.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Insight into everyday media use with multiple screens

Segijn

Voorveld

Vandeberg

et al. 2017

International Journal of Advertising

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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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Section: Multiscreeningmentioning

confidence: 99%

Section: Multiscreening and Advertising Effectsmentioning

confidence: 99%

Section: Compositionmentioning

confidence: 99%

Section: Compositionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Insight into everyday media use with multiple screens

Segijn

Voorveld

Vandeberg

et al. 2017

International Journal of Advertising

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Media Multitasking

Xu¹,

Wang²

2017

The International Encyclopedia of Media Effects

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The trend of simultaneous use of media device, more and more apparent among media users, draws the attention of socio-humanist oriented researchers who find positive, but also highly negative effects of this phenomenon. In the academic and everyday discourse, this phenomenon is called media multitasking or divided attention phenomenon. In this paper a small scale explorative research conducted among students on their usage of media and multitasking habits was presented. The research sample is made of 123 examinees, mainly Communicology and journalism department students of the Faculty of Philosophy in Niš. The research was conducted by using the data collected through the questioner created for the purpose of this analysis. The questioner consisted of 6 statements, and the task for the participants was to select ones that describe their behavior connected to the media usage. One of the major findings is that the main motive for simultaneous use of media is the desire to find out and achieve the most in as little time as possible. Also, students are motivated by the very fact they own multiple medias as well as habit and boredom. Usage of more then one media at the same time is most present during the day, and media content that evokes it the most are commercials.

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Multitasking

Irwin¹,

Wang²

2015

Emerging Trends in the Social and Behavioral Sciences

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Multitasking has become increasingly prevalent, especially as we continue to incorporate more and more new media technologies into our daily activities. This essay first identifies trends in the availability and use of media devices in daily life and multitasking behaviors related to such trends. Second, given the general consensus that multitasking impairs performance outcomes, recent multitasking trends call for greater research attention to the subject. We outline the historical perspectives on cognitive structures and processes related to a human's general ability to multitask, culminating with the more recent threaded cognition theory. Third, we present two new research directions on multitasking. One is the exploration of long‐term consequences of multitasking behaviors, such as their impacts on cognitive functions, and dynamic changes in individuals' needs and multitasking behavioral changes over time; the other is a cognitive dimensional framework for defining multitasking, which may offer a means to reconcile findings across various multitasking research paradigms, and also to guide designs of multitasking technologies and environments. Finally, looking to the future, we propose several ways to advance the research on multitasking.

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Multidimensions of Media Multitasking and Adaptive Media Selection

Cited by 110 publications

References 52 publications

Insight into everyday media use with multiple screens

Insight into everyday media use with multiple screens

Media Multitasking

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