Consumo de meios em simultâneo (multitasking)

«Researchers estimate that 25-30% of total media time is spent multitasking, and the more media a person consumes, the more likely they will consume several channels at once. Why should marketers care? Because multitasking has a profound impact on consumers' ability to absorb and remember ad messages. (...) However, as more media floods into consumers' lives, they are finding ways to make room for them. Multitasking is a necessity. As a result, for marketers, "breaking through" to consumers is more difficult than ever. (...)

Key questions the "Multitasking Consumers" report answers:

• How often do teens and adults use two or more media simultaneously?
• Which media are most often consumed simultaneously?
• How is multitasking affecting TV networks and online video sites?
• Are consumers still engaged with media and advertising when they're multitasking? »

Fonte: «Multitasking Consumers: Distracted or Connected?» eMarketer, Janeiro 2007