Heavy media consumption and media multitasking may be contributing to shorter attention spans. People are spending more time consuming multiple forms of media simultaneously, like using smartphones while watching television. Studies show that heavy media multitaskers have more difficulty focusing and filtering out distractions. Younger generations in particular are frequently switching their attention between online media and other tasks, which may impair their ability to retain information. The increase in media usage and multitasking is prompting companies to create shorter advertisements and content to match shorter attention spans.

1. Photo: CC CMD news via Cyber Alert
Media Consumption
By Hannah Rushton
Film240

2. Does heavy media consumption and
media multitasking contribute to
shorter attention spans?
Photo CC: Pablo

3. What’s the plan?
• Let’s talk Media
Consumption
• What’s up with Media
Multitasking
• Is this affecting
attention spans?
Photo CC: Pablo

4. “Media consumption
is the sum of
information and
entertainment media
taken in by an
individual or group. It
includes activities
such as interacting
with new media,
reading books and
magazines, watching
television and film,
and listening to radio”.
6
Photo CC: Pablo

5. In today’s day and age
people can consume
media in many different
ways
Photo CC: Pablo

6. Photo: CC Viiktor Janacek
via PicJumbo
Television Newspaper
Social Media
Photo CC: Pablo Photo CC: Pablo

7. But the media world is
changing
Photo CC: Pablo

8. Phones are no longer just
for phone calls
Photo CC: Pablo

9. Television pulls information
from more than just an antenna
Photo CC: Pablo

10. You can read your
newspapers online
Photo CC: Pablo

11. Media Consumption
• The internet has 3.17 billion consumers
• 2.3 billion people use social media
• 55% of people watch online videos everyday
• Google processes 100billion searches a
month, that’s an advantage of 40,000
searches every second
• 32.5 billion hours of videos are watched on
YouTube per month 2
Photo CC: Pablo

12. People are spending 21%
more time consuming
media
5
Photo CC: Pablo

13. But How?
MEDIA
MULTITASKING!
Photo: CC Jenny via
Flickr

14. “Media multitasking
involves using TV, the
Web, radio, telephone,
print, or any other
media in conjunction
with another”.
7
Photo CC: Pablo

15. 44% of 18-24-year-olds and
50% of 25-34-year-olds visit
social networking sites on
their smartphones when
watching television 3
Photo CC: Pablo

16. 88-100 million Americans
engage on Facebook or Twitter
while watching primetime
television 3
Photo CC: Pablo

17. One-third of 25-34 year olds say they
shop on their smartphones while
watching TV 3
Photo CC: Pablo

18. Is all the media consumption
and multitasking affecting
people’s attention spans?
Photo CC: Pablo

19. Canadians are saying because of
media multitasking they have
shorter attention spans 4
Photo: CC Joseph Kither via
Flickr

20. 77% of people ages 18-24 say when
nothing is occupying their attention in a
short period of time they reach for their
phone to have contact with media. 4
Photo CC: Pablo

21. Students who frequently
switch their attention back
and forth from listening to a
lecture or answering
questions to texting or
checking media sites, may
be less able to filter out
irrelevant distractions from
pertinent information, even
when they are not texting or
social networking 4
Photo CC: Pablo

22. Companies are creating shorter ads at the
beginning of media videos to fit heavy media
consumption and short attention spans
Photo: CC Convince&Concert.com

23. We can only hope that media consumption
doesn’t over power the future!
Photo CC: Pablo

24. Citations
 1. Bielski, Zosia. Aug 23 2013. "Portrait of an E-family: How They're Making Their Hyper-
Digital Lives Work." The Globe and Mail. Retrieved on October 17 2016 from
http://www.theglobeandmail.com/life/relationships/how-families-are-making-their-hyper-
digital-lives-work/article13924931/
 2. Smith, Kit. Mar 7 2016 "Marketing: 96 Amazing Social Media Statistics and Facts for
2016." Brandwatch. Retrieved on October 17 2016 from
https://www.brandwatch.com/2016/03/96-amazing-social-media-statistics-and-facts-for-
2016/
 3. Position Team. Aug 29 2016"Media Multi-Tasking – Trends and Implications for Brands."
Position. Retrieved on October 17 2016 from https://blogs.position2.com/media-multi-
tasking-trends-and-implications-for-brands
 4. Krashinsky, Susan. May 11 2015 “Advertisers Cash in on Attention Spans of Digitally
Savvy Canadians." Globe and Mail. Retrieved on October 17 2016 from
http://www.theglobeandmail.com.proxy.queensu.ca/report-on-business/industry-
news/marketing/microsoft-study-looks-at-attention-span-of-digitally-savvy-
canadians/article24359527/
 5. Krashinsky, Susan. Dec 4 2014 "Four Ways Canadians Are Consuming Media
Differently." The Globe and Mail. Retrieved on October 17 2016 from
http://www.theglobeandmail.com/report-on-business/industry-news/marketing/four-ways-
canadians-are-consuming-media-differently/article21949630/

25. Citations
 6. "Media Consumption definition." Last updated 2015 Wikipedia. N.p., n.d. Web.
Retrieved on October 17 2016 from https://en.wikipedia.org/wiki/Media_consumption
 7. "Media Multitaskibg definition." Last updated 2015Wikipedia. N.p., n.d. Web. Retrieved
on October 17 2016 from https://en.wikipedia.org/wiki/Media_multitasking
 8. Short, James. "How Much Media?" USC Marshall. 10 Apr. 2014. Retreieved on October
17 2016 fro https://www.marshall.usc.edu/faculty/centers/ctm/research/how-much-media
 9. Payne, Elizabeth. Aug 8 2015. "Teens' Poor Mental Health Linked to Social Media Use"
ProQuest Retreieved on October 17 2016 from
http://search.proquest.com.proxy.queensu.ca/docview/1702249271?accountid=6180
 10. The Teaching Centre "Media Multi-Tasking: Effects on Students’ Attention." Sept 11
2015.. Retrieved on October 17 2016
from https://teachingcenter.wustl.edu/2015/09/media-multi-tasking-effects-on-students-
attention/
 11. All images without credit in bottom right corner are retrieved from Pablo, an open
source free to use images