Study: Kids Are Master Multitaskers On TV, Web, Mobile

STUDY: KIDS ARE MASTER MULTITASKERS ON TV, WEB, MOBILE
[SOURCE: OnlineDailyMedia, AUTHOR: Tanya Irwin]
About 64% of kids go online while watching television, and nearly half of U.S. teens (49%) report that they do so frequently -- anywhere from three times a week to several times a day. Multitasking on the Internet, cell phones and MP3 players suggests that companies must respond with much more creative, multimedia marketing campaigns for their messages to penetrate. 73% of TV-online multitasking kids are engaged in "active multitasking," defined as content in one medium influencing concurrent behavior in another. This trend represents a 33% increase in active multitasking since 2002. While kids are using more media, their attention primarily and overwhelmingly is focused on their online activities.
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