Simultaneous Media Experience and Synesthesia

The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users.

Simultaneous Media Experience and Synesthesia

Joseph J. PilottaOhio State University

Don SchultzNorthwestern University, Agora Inc.

INTRODUCTION

The present research study of over 14,847 respondents was conducted in May 2005. It is number VI in BIGresearch's biannual research program. It is based on an initial May 2002 BIGresearch online pilot study of 1,883 participants. That pilot was followed by a fully executed investigation into simultaneous media usage and its effects with 7,800 respondents conducted in August 2002 and 12,322 respondents in March 2003. Also included in this study are the findings of SIMM II in February 2003, SIMM III...

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