Multitasking Consumer

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What is a Multitasking Consumer?

Multitasking Consumers are people making simultaneous use of more than one media at the time.

The concept of Multitasking Behavior applied to consumers’ Behavior led to the development of a New Type of Media User, the multitasking consumer. Anyone who uses multiple media at the same time, i.e. Internet and TV, falls in this category. In other words, a large portion of consumers, especially among younger people of industrialized countries.

Number of Multitasking Consumers Growing

Recent researches from The Nielsen Company, demonstrated that the numbers of these consumers is increasing over time. Their characteristics have impacted the world of marketing and Advertising. An increased number of media channels had already complicated advertising campaign planning. In addition to that consumers now follow more than a media at the same time.

Effects of Multitasking Consumers

At first glance, this behavior results in a decreased Attention of the consumer towards media messages, since it is split over the media he is following. In fact, studies from market research company BIGresearch confirmed that pattern and demonstrated also that people rarely follow a message till its end or combine it with messages from other media.

Two consequences for marketers and advertisers are the lower absorption of advertising and an increased difficulty in delivering an effective message to this type of consumers.

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