New Mobile Multitasking Defined As 'Distraction Behavior'

Kelly Jones, senior research manager at Microsoft Advertising, said Microsoft has broken down consumer mobile usage into two distinct patterns.
One is dubbed “sequential,” when consumers use their mobile device to navigate and access content and information linearly “across time and space," she told attendees at the Mobile Insider Summit.
The other is what consumers call “multitasking,” but Microsoft calls “distraction behavior.” Whatever you call it, Jones said, it is a behavior in which consumers are constantly doing multiple things on their mobile device. It's how they do things in real life, when they’re not being monolithic.
That said, Jones indicated that Microsoft considers the “distraction behavior” consumers to be especially vexing for marketers, because it’s not always clear how to get them to pay attention to advertising. Just like in the real world.
“Is there room in this behavior for advertisers to insert themselves?” she wondered, invoking a sentiment that marketers and agencies have been asking before mobile devices ever existed.



1 comment about "New Mobile Multitasking Defined As 'Distraction Behavior' ".
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  1. Paula Lynn from Who Else Unlimited, February 18, 2013 at 9:31 a.m.

    One can only do one thing at a time. We have the ability to switch quickly from one thing to another, yet it still is one thing at a time. When a person is in a conversation with you while he/she key banging or answers the phone, that person is not just told you that your importance just dropped to zero. Distraction Behavior certainly describes these actions much better.

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