MediaPost Media Magazine

A self-described Mac geek, Michael Corbett is keen on Apple’s new iPhone. As news broke last month about the new gadget, the 24-year-old publishing assistant kept an eye on a Web site that featured live news updates from bloggers attending the Macworld Conference & Expo in San Francisco. And, oh yeah, while it was all going on, Corbett listened to a live stream of “The Howard Stern Show” on Sirius Satellite Radio’s Web site.

If this sounds at all familiar, it should – it’s a portrait of the new media consumer – not all that different from the old media consumer, just staggeringly more efficient.

Then again, given that there are still only 24 hours in a day, efficiency is paramount. For example, the most recent Communications Industry Forecast from Veronis Suhler Stevenson estimates that this year, Americans will spend 9.5 hours in a 24-hour day with media, the seventh increase in as many years and by far, the most time spent on any daily activity.

Small wonder then that a Ball State University study on “concurrent media exposure,” or exposure to content from multiple media simultaneously available through shared or shifting attention, found that almost one-third or more of the time spent with any one medium was time also spent with another medium.

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