Abstract: This study responds to the need for direct observational research in which individuals’ natural media multitasking behavior is observed. It aims to integrate media multitasking into media usage theories by giving insight into genre differences in media multitasking. Direct observations (n =495) of media consumption at ten-second intervals, provide in-depth insights into media multitasking with television and revealed that this was most prevalent while watching sports or engaging in channel surfing. Surprisingly, commercials were associated with relatively low amounts of media multitasking, comparable to the entertainment and news genre.
Tags: media multitasking