Turns Out, We're Not Such Big Multitaskers†

MRI Study Finds Most Media Usage Confined to One at a Time

Advertising Age, September 17, 2008 — Marketers have begun to believe that the average consumer is able to surf the web, answer a cellphone, read a newspaper or magazine, listen to an iPod and watch TV all at the same time. Yet a report released by MRI this week found that multitasking is less frequent than might be expected.