In just about every technology-oriented study you see these days, multi-tasking is a major topic - and not just among kids. Everyone does more than one thing at a time, whether it's watching TV, talking on the phone, or going online. In fact, a new study from BIGresearch shows that more than two-thirds of American consumers indicate multi-tasking while watching TV, reading a newspaper, or web browsing.
Interestingly, the medium with the least amount of multi-tasking is radio. Only about half say that while listening to the radio, they're using another medium. Some suggest that this is because many people use radio while in a vehicle, and that's a fair interpretation. But another might be that radio is still the best companion at work. Of all the entertainment media - newspapers, television, Internet - you can actually get something done while you're listening to the radio.
There's got to be a sales piece in here somewhere, as well as more fodder for the RAB.