Not All Media Multitasking Is the Same: The Frequency of Media Multitasking Depends on Cognitive and Affective Characteristics of Media Combinations

Public Policy Relevance Statement Media multitasking has become a common form of media use. The present study shows that media multitasking selection occurs in an adaptive manner: Individuals tend to pair those media combinations that result in lower cognitive demands. However, findings also show that individuals might choose nonadaptive media combinations if these promise immediate gratification. Media multitasking comprises a variety of different behaviors, ranging from watching TV while sending a text message to listening to music while gaming. However, we still know little about which media multitasking behaviors are selected more frequently and whether specific characteristics of the media activities determine this choice. Therefore, the present study examined to what extent media multitasking is predicted by 4 cognitive dimensions (Wang et al., 2015) and by instant emotional gratification. We reanalyzed 15 data sets that assessed between 36 and 144 media multitasking combinations each. The findings show that media multitasking occurs more frequently among media combinations that are characterized by a high control over task switching, do not present information in a transient manner, do not access the same sensory modality, and do not require a behavioral response. Moreover, media multitasking occurs more frequently among media combinations that provide instant emotional gratification. These findings further illuminate media multitasking by unraveling the cognitive and emotional characteristics of media multitasking. The findings demonstrate that in addition to cognitive resources and demands, media multitasking is predicted by instant emotional gratification.