Why do media users multitask?: Motives for general, medium-specific, and content-specific types of multitasking

Abstract

This study examined the major motives for multitasking, and how those motives are related to general, medium-specific, and content-specific types of multitasking. The major motives for multitasking identified in this study are as follows: information, social, enjoyment, efficiency, and habit. Of these motives, general multitasking behavior was predicted by information, efficiency, and habit. In terms of medium-specific types of multitasking, TV-based multitasking was predicted by habit motive, Internet-based multitasking was predicted by information and enjoyment, and mobile-based multitasking was predicted by information motives. In terms of content-specific multitasking, news-related multitasking was predicted by information motives, entertainment-related multitasking was predicted by information and enjoyment motives, and advertising-related multitasking was predicted by information and social motives. (C) 2014 Elsevier Ltd. All rights reserved.