Multitasking during the media day...
An interesting report in the New York Times today gathers up some of the latest thinking about how we consume media in a multitasking, multimedia world. Here’s the crux of the story:
“Most of the multitasking involves television plus another activity, whether reading a newspaper, surfing the Internet or talking on the phone. And when that is the case, which activity is getting the primary attention?”
You may not think your media habits are a good example, but I bet they’re better than you think.
- When you watch TV, are you often engaging in some other activity as well? Are you on the Internet, talking on the phone, IMing a friend or co-worker? Are you surfing the channels, watching TiVo or getting up and doing something like cooking, cleaning...whatever?
- When you’re on the Internet, how many other applications are open at the same time. Your email pinging? An IM coming in? An alarm telling you that there’s a software update available at this time?
- Do you listen to commercial radio when you drive? If so, how often do you change the station? Do you answer a phone call on your cell? Steal a look at a newspaper headline or magazine? Read a billboard?
We’re all guilty of media multitasking. The pertinent question is this: how valuable is the advertising marketers are buying on TV, radio, on the Internet? Is it worth what we’re paying? How can it be more valuable?
Monday, May 15, 2006