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Related Experiment Video

Updated: Jun 3, 2026

Using Rapid Serial Visual Presentation to Measure Set-Specific Capture, a Consequence of Distraction While Multitasking
05:58

Using Rapid Serial Visual Presentation to Measure Set-Specific Capture, a Consequence of Distraction While Multitasking

Published on: August 29, 2018

Media multitasking behavior: concurrent television and computer usage.

S Adam Brasel1, James Gips

  • 1Department of Marketing, Carroll School of Management, Boston College, Chestnut Hill, Massachusetts 02467, USA. brasels@bc.edu

Cyberpsychology, Behavior and Social Networking
|March 9, 2011
PubMed
Summary
This summary is machine-generated.

Individuals frequently switch between computer and television content, spending most time on computers. Objective data reveals extreme media switching rates, with participants significantly underestimating their behavior.

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Area of Science:

  • Media Psychology
  • Human-Computer Interaction
  • Cognitive Science

Background:

  • The media landscape increasingly involves simultaneous computer and television use, a phenomenon termed media multitasking.
  • Limited research exists on how individuals navigate this complex media multitasking environment.
  • Prior studies suggest potential limitations in self-insight regarding media consumption and multitasking behaviors.

Purpose of the Study:

  • To conduct direct observational research on how individuals engage in media multitasking.
  • To investigate gaze patterns and switching behavior when using computers and televisions concurrently.
  • To compare media multitasking patterns between younger and older individuals.

Main Methods:

  • A laboratory experiment was conducted involving concurrent computer and television usage.
  • Objective data was collected on participants' gaze duration and media switching frequency.
  • Participants' self-reported switching behavior was compared against objective observational data.

Main Results:

  • Individuals predominantly attended to the computer during media multitasking, with shorter gazes overall.
  • Participants exhibited an extremely high media switching rate, averaging over 4 switches per minute.
  • Self-reported switching behavior was significantly inaccurate, with participants recalling only 12% of their actual switching rate.

Conclusions:

  • Media multitasking environments are characterized by rapid, frequent switching between digital and broadcast media.
  • Objective observation is crucial for understanding media multitasking, as self-insight is limited.
  • Future research should explore individual differences and the implications of high media switching rates.