Generation Y Multitaskers Boost Media Time
Want teens' full attention online? Good luck.
Multitasking is driving up the total amount of time that US teens spend with media, according to a Bridge Ratings study conducted in March to May 2007.
US consumers ages 13 to 17 spend more time with media overall than other age groups do, and their total media time has grown by more than two and a half hours per day since May 2004.
Bridge attributes this change to Generation Y's skill at consuming two or more of types of media simultaneously.
Among teen Internet users, 7.3 million of the total 9.4 million online in 2006 watched TV while online, and 6.9 million listened to the radio, according to eMarketer calculations based on data from a BIGresearch survey.
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