TY  - JOUR
PY  - 2007//
TI  - Predictors of Multitasking with Media: Media Factors and Audience Factors
JO  - Media psychology
A1  - Jeong, Se-Hoon
A1  - Fishbein, Martin
SP  - 364
EP  - 384
VL  - 10
IS  - 3
N2  - In this research, multitasking with media is defined as an audience behavior that combines media use with another non-media activity. This study examines (a) the prevalence and patterns of multitasking among 14- to 16-year-olds and (b) the media and audience factors that predict such behavior. Consistent with previous research, this study found that youth frequently multitask with media. Both (a) ownership of media in bedrooms as a media factor and (b) sensation seeking as an audience factor were found to be significant predictors of multitasking with media. The theoretical and practical implications of the study are further discussed. In this research, multitasking with media is defined as an audience behavior that combines media use with another non-media activity. This study examines (a) the prevalence and patterns of multitasking among 14- to 16-year-olds and (b) the media and audience factors that predict such behavior. Consistent with previous research, this study found that youth frequently multitask with media. Both (a) ownership of media in bedrooms as a media factor and (b) sensation seeking as an audience factor were found to be significant predictors of multitasking with media. The theoretical and practical implications of the study are further discussed.<p /> 
LA  - 
SN  - 1521-3269
UR  - http://dx.doi.org/10.1080/15213260701532948
ID  - ref1
ER  -