Investigating the Prevalence and Predictors of Media Multitasking across Countries

Authors

  • Hilde A. M. Voorveld Amsterdam School of Communication Research, ASCoR, University of Amsterdam
  • Claire M. Segijn University of Amsterdam
  • Paul E. Ketelaar Department of Communication Science, Behavioural Science Institute, Radboud University Nijmegen
  • Edith G. Smit Amsterdam School of Communication Research, ASCoR, University of Amsterdam

Keywords:

media multitasking, polychronicity, monochronicity, time orientation

Abstract

This study provides insight into the prevalence and predictors of different forms of media multitasking across different countries. Results of a survey of 5,973 participants from six countries (the United States, the United Kingdom, Germany, the Netherlands, Spain, and France) demonstrated that media multitasking is most common in the United States and is least common in the Netherlands. The study demonstrates that the type of media multitasking differs across countries. Whereas media multitasking with combinations of new media is most prevalent in countries characterized as polychronic, media multitasking with traditional media is most prevalent in countries that can be characterized as monochronic. Demographics predict media multitasking differently across countries, with the exception of age, which is a universal predictor.

Author Biographies

Hilde A. M. Voorveld, Amsterdam School of Communication Research, ASCoR, University of Amsterdam

Hilde A. M. Voorveld (Ph.D) is Senior Assistant Professor in persuasive communication. She studies media multitasking, the effects of integrating multiple media in advertising campaigns, and the use of multiple media in the purchase process.

Claire M. Segijn, University of Amsterdam

Claire M. Segijn (M.Sc.) is assistant lecturer in Communication Science and works on her PhD research into media multitasking and persuasion.

Paul E. Ketelaar, Department of Communication Science, Behavioural Science Institute, Radboud University Nijmegen

Paul E. Ketelaar (Ph.D) is Senior Assistant Professor in media communication and influence. He studies the effects of innovative marketing communication strategies with a focus on tailored persuasion campaigns.

Edith G. Smit, Amsterdam School of Communication Research, ASCoR, University of Amsterdam

Edith G. Smit (Ph.D) is Full Professor in persuasive communication with focus on processing of advertising and tailored health campaigns. She is also Dean of the Graduate School of Communication at the University of Amsterdam.

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Published

2014-09-29

Issue

Vol. 8 (2014)

Section

Articles

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