Researchers estimate that 25-30% of total media time is spent multitasking, and the more media a person consumes, the more likely they will consume several channels at once. Why should marketers care? Because multitasking has a profound impact on consumers’ ability to absorb and remember ad messages.
The 24-hour-day morphed into something much longer – and that means marketers are facing more complex communications challenges.
16 hours of interaction with media and technology. MTV, meanwhile, in a 2005 study, says the "normal" day lasts 32 hours, with 6.5 hours devoted to various media.