The trend towards multi-tasking and the current approach to measuring media consumption, which captures time spent on media without taking into account the attention given to each, prompted us to investigate media engagement more deeply.   Does it make sense to measure our media consumption based on the total time spent using the media or with it running in the background, or based on the amount of time spent engaged with the media?   In a previous post, I discussed the flaws with the current measurement approach and the importance of understanding media engagement. 

To understand the impact multi-tasking is having on our media engagement, we asked the general public three simple questions to capture:

• Time spent consuming different media on the day prior to the survey (with the sample evenly spread over seven days on the belief that consumers can more accurately recall behaviour within a 24-hour period than a seven-day period)
• The level of attention attributed to each media consumption activity (self stated)
• An understanding of other tasks conducted concurrently with each activity (i.e. what activities were multi-tasked with)

The results generated some fascinating insights, which I have dicussed on my Marketing mag blog.  The media engagement dashboard below allows us to view media attention and multi-tasking trends by age and gender (just click on the filter drop down on the top right).

*Using the internet and emailing, includes use of these media at home, work, school or college.

To view a larger version of the Dashboard click: Media engagement dashboard_FINAL

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