TY - JOUR
T1 - An Observational Study on How Situational Factors Influence Media Multitasking With TV
T2 - The Role of Genres, Dayparts, and Social Viewing
AU - Voorveld, Hilde A.M.
AU - Viswanathan, Vijay
N1 - Publisher Copyright:
© Taylor & Francis.
PY - 2015/10/2
Y1 - 2015/10/2
N2 - This study responds to the need for research on individuals' media multitasking behavior using observational data. Media multitasking can have a profound impact on media processing and effects. However, we have little knowledge on when people are likely to engage in media multitasking and, consequently, when these effects are likely to occur. This study examines how three important situational factors—television genres, dayparts, and social viewing—influence the amount of media multitasking. Granular observational data obtained by directly monitoring and recording media consumption behaviors of a large panel at 10-second intervals are used for the analysis. The study reveals that media multitasking with television is most prevalent when people watch sports or engage in channel surfing and less prevalent with commercials, news, and entertainment. Furthermore, the extent of media multitasking is greater in the morning and afternoon than in the evening, and also greater when individuals watch television alone than in the presence of others. Daypart differences are larger for genres associated with incidental viewing (commercials and channel surfing) than for genres associated with intentional viewing (news, entertainment, and sports). Sports is the only genre that is associated with higher amounts of media multitasking when watching television with others.
AB - This study responds to the need for research on individuals' media multitasking behavior using observational data. Media multitasking can have a profound impact on media processing and effects. However, we have little knowledge on when people are likely to engage in media multitasking and, consequently, when these effects are likely to occur. This study examines how three important situational factors—television genres, dayparts, and social viewing—influence the amount of media multitasking. Granular observational data obtained by directly monitoring and recording media consumption behaviors of a large panel at 10-second intervals are used for the analysis. The study reveals that media multitasking with television is most prevalent when people watch sports or engage in channel surfing and less prevalent with commercials, news, and entertainment. Furthermore, the extent of media multitasking is greater in the morning and afternoon than in the evening, and also greater when individuals watch television alone than in the presence of others. Daypart differences are larger for genres associated with incidental viewing (commercials and channel surfing) than for genres associated with intentional viewing (news, entertainment, and sports). Sports is the only genre that is associated with higher amounts of media multitasking when watching television with others.
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U2 - 10.1080/15213269.2013.872038
DO - 10.1080/15213269.2013.872038
M3 - Article
AN - SCOPUS:84945478197
SN - 1521-3269
VL - 18
SP - 499
EP - 526
JO - Media Psychology
JF - Media Psychology
IS - 4
ER -