<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=530323933994224&amp;ev=PageView&amp;noscript=1">

Digital Multitasking - Why Do We Do It?

By Nate Riggs on October 06, 2014 |

Share:

Do you multi-task?

digital multitasking Source: serendipitylabs.com

I’d guess you answered “yes” because 90% of digital audiences multitask when they use media and more than half of the time one spends with the media involves multitasking.

Although it’s been proven that multitasking can have negative effects on our mental functioning, multitasking remains a common technique for many of us.

Why do we multitask? The answer is a lot more complex than a single answer.

Let’s learn more about our motivations for digital multitasking!

A Study On Multitasking

Little research has been conducted that examines the motives for multitasking across various types of media like TV, Internet, print, and audio with types of content, be it news, entertainment, or advertising.

A recent study examined the major motives for multitasking, and how those motives are related to general, medium-specific and content-specific types of multitasking.

With 492 Korean respondents taking the study, its impact can be interpreted differently here across the Pacific.

What does stand out, though, is that the results speak to brands targeting consumers over 35 (the average age of participation in the study was 41.52).

So, why do these consumers multitask, and how can brands effectively reach them?

Why Do We Multitask?

digital multitasking Source: innovativelyorganized.com

Self-reflect as you read through these results. Do you see yourself answering the question, “Why do you multitask?”, with any of these answers?

The study extracted five major motives for multitasking: information, social, enjoyment, efficiency and habit.

How often do you look at your phone while watching a TV show to seek more information about the episode or an actor?

Socially, we digitally multitask to share opinions and learn of others’ opinions.
“Multitasking is fun” was a common theme among the study respondents, while time management also was a large component.

Digital Multitasking’s Effects

The simultaneous use of multiple devices or platforms are characterizing our world. We are communicating, learning, and entertaining ourselves on whatever screen is most convenient at the time.

In a report by eMarketer, it was found that over 60% of respondents check email and/or social media while watching TV.

For brands already aligning themselves with shows that fit their product and target demographics, aligning email and social media campaigns during that time can provide additional touchpoints to capture their audience's attention.

The Future

With the buzz around second screen use, will digital multitasking become an important research subject?

Does digital multitasking inhibit or facilitate how you process information?

Do you think a person’s age influences their proclivity to digital multitasking?

Social Media

Nate Riggs

Written by Nate Riggs

Nate Riggs is the Founder and CEO of NR Media Group, a Certified HubSpot Partner and inbound consulting firm. He leads a team of experienced strategists, content marketers, creatives and technologists that help organizations deploy and use HubSpot’s marketing, sales, and service software to operate more efficiently and accelerate growth. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program.
false