updated 10:35 pm EDT, Mon April 9, 2012
Media said to be used for mood regulation
Consumers who were born into the world of mobile technology have been found to switch their attention between different media platforms or channels within the same platform approximately 27 times per hour, according to an Innerscope study published by Time Inc. The majority of younger "digital natives" also reported a preference for text messaging rather than calling.
The study compared "digital natives" to "digital immigrants," a group which includes users who first began using mobile technology in their adult lives. The metrics were gathered using Innerscope Research's biometric belts and point-of-view camera glasses, monitoring each participant throughout the day.
Older individuals were much less likely to take devices from room to room or prefer text messaging to voice calling. The group was also found to prefer experiencing an entire story from beginning to end, rather than switching attention to different stories or gathering pieces of information from different mediums.
“This study strongly suggests a transformation in the time spent, patterns of visual attention and emotional consequences of modern media consumption that is rewiring the brains of a generation of Americans like never before,” said Innerscope CEO Dr. Carl Marci. “Storytellers and marketers in this digital age will continue to face an increasingly complex environment with a higher bar for engaging an audience of consumers.”