An Exploratory Study of Media Multitasking Practices and Experi-Ences Among Young Consumers

Andrew Rohm, Northeastern University, USA
Fareena Sultan, Northeastern University, USA
Fleura Bardhi, Northeastern University, USA
Increasingly we consume media simultaneously in multitasking situations, however, research con-tinues to study media consumption in singular, non-interactive contexts. This exploratory study ex-amines media multitasking behavior and experiences among college students through analysis of qualitative interviews and collages with 64 undergraduate students. The paper attempts to provide an understanding of media consumption among Generation Y and the drivers to such media multi-tasking behavior. The findings illustrate positive and negative consequences of simultaneous media consumption and ways that young consumers cope with the vast array of media available. The find-ings explore the issue of engagement across multiple media platforms in a simultaneous consump-tion setting and suggest implications to both theory and practice.
[ to cite ]:
Andrew Rohm, Fareena Sultan, and Fleura Bardhi (2009) ,"An Exploratory Study of Media Multitasking Practices and Experi-Ences Among Young Consumers", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 612-612.