Why do people choose to multitask with media? The dimensions of polychronicity as drivers of multiple media use—a user typology

This article examines selected drivers of multiple media use, to investigate why individuals choose to multitask with media.

MANAGEMENT SLANT

  • 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.

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