Concurrent Distractions: A Cross-Cultural Study of Media Multitasking Behavior

ABSTRACT : As media usage continues to increase on a global scale, fueled by the proliferation of mobiledevices, this facilitates the effortless behavior of mediamultitasking. This paradigm shift in the way in whichmedia is consumed presents fundamental challenges for the domains of Human-Computer Interaction (HCI),education, psychology, and commerce. This technological shift introduces a new dimension that is needed whenattempting to understand user interaction related to both the devices themselves andthe digital platformsaccessed. This study begins a process of developing an understanding of cross-cultural media multitaskinghabits through a survey of a large group of experimental participants. In this study, participants from twodifferent countries were surveyed. The countries used in this study were the USA and Portugal. This researchprovides valuable insights into theincreasingly common phenomenon of media multitasking and the similaritiesand differences between cultures when users are engaging in this activity. This study contributes to previousresearch in the realm of media multitasking by expanding on foundational knowledge on a global scale settingthe stage for more detailed research on predictors, outcomes, and habits of global media multitasking.

KEYWORDS : Media Multitasking,Human-Computer Interaction, Focus, Media Consumption, CrossCultural.