Abstract
ABSTRACT This article examines selected drivers of multiple media use, to investigate why individuals choose to multitask with media. A survey of 315 digital natives in the U.K. revealed that multiple media use was predicted by the dimensions of polychronicity, the extent to which people prefer to work on multiple activities at the same time. The discovery of heterogeneity in the impact of the dimensions of polychronicity on multiple media use indicates that this functional relationship varies among individuals, revealing a unique typology. The authors posit a multiple media user typology composed of “information seekers,” “connecteds,” and “instinctives.” Distinct patterns of multiple media use are identified for each segment, with associated implications for multimedia advertising campaign planning.
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