Why do people choose to multitask with media? The dimensions of polychronicity as drivers of multiple media use—a user typology

This article examines selected drivers of multiple media use, to investigate why individuals choose to multitask with media.


  • The authors discovered a typology of multiple media users, the multiple media user typology (MMU-T), which comprises three segments: “information seekers,” “connecteds,” and “instinctives.”
  • Distinct patterns of multiple media use were identified for each segment.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands