Researchers have finally measured multi-tasking and found that it exists...
Generation M2: Media in the Lives of 8- to 18-Year-Olds is the third in a US series
of large-scale, nationally representative surveys by the Kaiser Foundation about young
people’s media use. The report is based on a survey conducted between October
2008 and May 2009.
A national survey by the Kaiser Family Foundation found that with
technology allowing nearly 24-hour media access as children and teens
go about their daily lives, the amount of time young people spend with
entertainment media has risen dramatically, especially among minority
youth. Today, 8-18 year-olds devote an average of 7 hours and 38
minutes (7:38) to using entertainment media across a typical day (more
than 53 hours a week). And because they spend so much of that time
'media multitasking' (using more than one medium at a time), they
actually manage to pack a total of 10 hours and 45 minutes (10:45)
worth of media content into those 7½ hours.
Find out more and download the report here.