MediaPost’s Media Daily News http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=90788
by Joe Mandese
For all the focus on so-called media multitasking – the concurrent use of various media – a majority of people still consume certain media on an exclusive basis, according to new research released Tuesday by Mediamark Research Inc. But data, which comes from MRI’s 2007 “MediaDay” study, indicates that the level of exclusivity depends on the location the media are being consumed in.
A majority of people tend to consume most major “published” media – including newspapers, magazines and the Internet – exclusively while in their homes. But with the exception of newspapers, their media consumption behavior changes markedly when they are out-of-home and exposed to more media simultaneously.
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