- The authors discovered a typology of multiple media users, the multiple media user typology (MMU-T), which comprises three segments: “information seekers,” “connecteds,” and “instinctives.”
- Distinct patterns of multiple media use were identified for each segment.
- The power of the MMU-T comes to the fore at a key stage in the multimedia planning process, once top-level media channel decisions are confirmed.
- The significant determinants of multiple media use for each segment of the MMU-T provide important new insights to multimedia planners.
Whether at home, at work, or on the move, contemporary media alternatives allow individuals to exert a high level of control over their media consumption—for example, through the use of on-demand media services or time-shift viewing (Enoch and Johnson, 2010; Pilotta and Schultz, 2005; Webster and Ksiazek, 2012). Within the media environment, a characteristic of individuals’ consumption behavior is multiple media use, which represents a distinct case of multitasking (Rosen, Carrier, and Cheever, 2013). “Multitasking” is defined as completing multiple tasks in the same time period by engaging in frequent switches between individual tasks (Delbridge, 2000).