The media multitasking behaviour of digital natives in the U.K.

Robinson, Helen and Stemp, Peter (2014) The media multitasking behaviour of digital natives in the U.K. In: Academy of Marketing (AM) Conference 2014: Marketing Dimensions: People, Places and Spaces; 7-10 Jul 2014, Bournemouth, U.K..


For media planners in the advertising and marketing communications industry, striving to maximise effectiveness and efficiency in the deployment of advertisers’ budgets, the ongoing development of digital technologies presents both opportunities and challenges. In deciding which media to consume, individuals have an extensive choice through; television, press, radio, cinema and the internet, which enables access to new media alternatives such as YouTube, Facebook and web blogs. In addition, due to advances in technology, media can be accessed through multiple devices in various settings, thus allowing the consumer a much greater degree of control over their media consumption than in the past. In this environment, the consumption of more than one medium at a time is commonplace. The focus of this qualitative study is the in-depth exploration of media multitasking behaviour among ‘Digital Natives’, advancing our understanding of this phenomenon in the context of the U.K. media environment. Key findings include: the identification of ‘media multitasking portfolios’; the confirmation of single device media multitasking in addition to the use of separate media; the act of suspending and resuming media activities in multiple media use contexts and reported habit formation with respect to media multitasking behaviour.

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