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Rescooped by Rudolf Kabutz from MEDIA NOW
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Multitasking impacts TV's dominance

Multitasking impacts TV's dominance | African media futures | Scoop.it

TV gathers more total consumers than all other media, but audience fragmentation and multitasking make these results less clear. A new report claims that consumers’ attention is more divided than ever as media multitasking becomes the norm.


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Rescooped by Rudolf Kabutz from MEDIA NOW
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Multi-tasking in the age of the tablet

Multi-tasking in the age of the tablet | African media futures | Scoop.it

Media and multi-tasking is nothing new, and that's especially true of tablet owners, according to newly released research by GfK MRI's iPanel. Given the portability of the devices and all the capabilities they offer, it's no wonder tablet owners are voracious multi-taskers—in fact, fully 90 percent of them do something else while using their tablets, and multi-tasking accounts for 40 percent of their tablet time. A particularly big percentage of that multi-tasking time is spent watching TV, with 63 percent of tablet owners using their tablets for that purpose, and 41 percent of their total TV-watching time spent using their tablets at the same time.


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