Fickle “Digital Natives” Switch Platforms Every Other Minute

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost

According to a new study from Time Inc. titled “A Biometric Day in the Life” shows how the proliferation of digital devices and platforms would affect the media consumption habits of consumers who grew up with mobile technology as part of their everyday lives (“Digital Natives,”) versus those who first learned about mobile technology in their adult lives (“Digital Immigrants”). Digital Natives switch their attention between media platforms (i.e. TVs, magazines, tablets, smartphones or channels within platforms) 27 times per hour, about every other minute!

Because Digital Natives spend more time using multiple media platforms simultaneously, their emotional engagement with content is constrained. They experience fewer highs and lows of emotional response and as a result. Digital Natives more frequently use media to regulate their mood; as soon as they grow tired or bored, they turn their attention to something new.

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