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Media Multitasking Among Youth
A new study from the Kaiser Family Foundation says that teens and kids do there fair share of media multitasking. One area that sees the least multitasking is TV. 55 percent of the time teens are not multitasking while watching TV. The same goes for video games. The activity that has the most multitasking involved is e-mail.
When young people are engaging in computer related activities like looking at a Web site or instant messaging they are multitasking around two thirds of the time. When using e-mail they are multitasking nearly 80 percent of the time.
"In a typical week, eight in 10 spend some of their media time using more than one medium at a time," Kaiser reported in its new analysis, which covered data gathered in 2004 for its "Generation M" study of 8-to-18-year-olds.
According to the study young peoples secondary activity while watching TV is eating or doing chores. While using a computer they are more likely to listen to music or watch TV.
In a survey among college students done in August 2006, by Burst Media found similar levels of multitasking that are seen in teens. 69 percent of males and 59 percent of females said they watch TV while using a computer.
The challenge for marketers will be how to reach the divided audience and have their message resonate.
The study was done in 2004 and comprised 2,032 students in 3rd-12th grades.
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Mike Sachoff
