In yet another confirmation of the obvious, BIGresearch, in its upcoming Simultaneous Media Survey, found
that multitasking causes people to pay more or less attention to the individual multitasked activities depending upon which activity is receiving primary attention. In English, that means a person watching TV while on the Internet will pay less attention to both those media if they decide to make a phone call. Or, when the TV commands primary attention, the email being typed to a friend will pause mid-stream. You get the point. Most people can only do one thing at a time effectively. This whole multitasking thing is really a myth. It should really be called Multi-fragmentation. Afterall, that’s what’s happening. Attention is being further fragmented among multiple points of concentration.
