Multitasking in an Age of Multiple Screens: Key Demographic Changes and Differences

Abstract

Determining which age range and gender are more likely to multitask while watching television is important to advertisers because of the rising occurrence of media multitasking. The US Simmons annual survey of 25,000 respondents each year served as examination of trends regarding multitasking. Findings indicate women multitask more than men while watching television. Mothers, in particular, are most likely to text and use the internet while watching television when compared to all age cohorts and men and women in general. These findings can be used to make more informed media decisions regarding television and other forms of video advertising.