Although multitasking extends across all age groups, teens are generally more likely to multitask media than adults.
eMarketer Senior Analyst Debra Aho Williamson says more research
is needed to discover exactly how multitasking affects consumers.
"The media and advertising industries must move beyond simply
acknowledging that multitasking takes place," Ms. Williamson says, "and
support research initiatives that can establish which media are most
likely to be 'foreground,' or primary, media, and which are more likely
to be in the background. In addition, more research must be done to
show marketers whether advertising that only receives partial attention
is still effective."