Multitasking observed at Media lab
Interpublic Group and clients including Sony and Microsoft have been using the Emerging Media Lab to analyze consumers multitasking habits. One researcher found that people manage 31 hours of activity into 24 hours. The companies are looking to learn about "concurrent media usage" and the idea of "engagement" in an activity. The lab's executive director, Greg Johnson, said, "Multitasking is not quantified yet. The metrics of all this is a big piece of what our clients want to know, and they want to know desperately. They don't know where their customers are, and it's our job to find them again and what they're doing."