Full length article Media multitasking: How visual cues affect switching behavior

As media multitasking becomes the most common form of entertainment consumption, basic research is needed to investigate the actual pattern of multitasking behavior. This work uses direct observation to provide better insight into multitasking of media and explores visual cues that promote or prevent transformation. In the first eye tracker study, consumer reactions to simultaneous media on the television and the web were documented, and they were encoded in a number of content variables. Consistent with the difference between peripheral vision and central vision, the results show that lower levels of visual cues (such as motion) are more effective for creating content transitions, while higher level perceptual cues ) Is more effective in preventing switching. In the second naturalistic study, participants observed that they were using both computers and television, and determined that media switching was fast and constant. Handoffs will increase within seconds within presentations to commercials or commercial presentations, or interrupts between web pages. Unlike non expert theory, both display and commercial development tend to be directed to computer switches, and stresses the importance of multitasking, documentation, and establishment of baseline behavioral patterns.

Lopez added that this research is only the first step in finding the link between media multitasking and how people form the impression of others. According to this study, further research may involve studying how media multitasking affects behavior of children and adolescents - achieving goals from judging others to emotional reactions Until then

As media multitasking becomes the most common form of entertainment consumption, basic research is needed to investigate the actual pattern of multitasking behavior. This work utilizes direct observation, provides better insight into the multitasking of the media and explores visual cues to promote or prevent conversion. In the first eye tracker study, consumer reactions to simultaneous media on the television and the web were documented, and they were encoded in a number of content variables. Consistent with the difference between peripheral vision and central vision, the results show that lower levels of visual cues (such as motion) are more effective for creating content transitions, while higher level perceptual cues ) Is more effective in preventing switching. In the second naturalistic study, participants observed that they were using both computers and television, and determined that media switching was fast and constant.

Research by researchers from several American universities found that there is a correlation between media multitasking and how we perceive people in the environment. More specifically, the clues in the environment may adversely affect how media multitasking people judge people, even if they are completely irrelevant to people and their personality There was a problem. After the experiment, researchers collected information on media multitasking and distraction of each student. Researchers have found that media multitasking is frequent and students placed in dirty rooms are more likely to rank unknowns in the video as being not responsible. The results of these surveys are consistent regardless of whether the rooms in the video were interviewed.