Multitasking Consumer

Knowledge Center



Summary, forum, best practices, expert tips and information sources.

10 items • 18.847 visits


Summary
Multitasking Consumer

What is a Multitasking Consumer? Meaning.

Multitasking Consumers are people making simultaneous use of more than one media at the time.


The concept of Multitasking Behavior applied to consumers’ Behavior led to the development of a New Type of Media User, the multitasking consumer. Anyone who uses multiple media at the same time, i.e. Internet and TV, falls in this category. In other words, a large portion of consumers, especially among younger people of industrialized countries.


Number of Multitasking Consumers Growing

Recent researches from The Nielsen Company, demonstrated that the numbers of these consumers is increasing over time. Their characteristics have impacted the world of marketing and Advertising. An increased number of media channels had already complicated advertising campaign planning. In addition to that consumers now follow more than a media at the same time.


Effects of Multitasking Consumers

At first glance, this behavior results in a decreased Attention of the consumer towards media messages, since it is split over the media he is following. In fact, studies from market research company BIGresearch confirmed that pattern and demonstrated also that people rarely follow a message till its end or combine it with messages from other media.


Two consequences for marketers and advertisers are the lower absorption of advertising and an increased difficulty in delivering an effective message to this type of consumers.


Microsoft OLE DB Provider for ODBC Drivers error '8007000e'

[Microsoft][ODBC Microsoft Access Driver] Not enough space on temporary disk.

/menu_comments.asp, line 144 Failed to execute script: Http Status Code = 500

Microsoft OLE DB Provider for ODBC Drivers error '8007000e'

[Microsoft][ODBC Microsoft Access Driver] Not enough space on temporary disk.

/menu_expert_tips.asp, line 941 Failed to execute script: Http Status Code = 500

Provider error '80004005'

Unspecified error

/menu_resources.asp, line 1736 Failed to execute script: Http Status Code = 500

Compare with: Hypodermic Needle Model  |  Consumer Analysis  |  Consumerization  |  Customer Experience Management

Special Interest Group

Do you have a keen interest in the Multitasking Consumer? Become our SIG Leader

 
 

Return to Management Hub: Communication & Skills  |  Ethics & Responsibility  |  Marketing


More on Management  |  Return to Management Dictionary

 

This ends our Multitasking Consumer summary and forum.



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2021 12manage - The Executive Fast Track. V15.8 - Last updated: 5-8-2021. All names ™ of their owners.












Microsoft OLE DB Provider for ODBC Drivers error '8007000e'

[Microsoft][ODBC Microsoft Access Driver] Not enough space on temporary disk.

/menu_resources.asp, line 130 Failed to execute script: Http Status Code = 500