They can't pay as much attention to any single form of media as the total amount of media explodes. Of course, users are going to reduce consumption of less relevant media forms as well. The absolute hard limit is that there are only so many available hours in a day. So as consumers become flooded with more media, they are finding ways to make room for it rather than letting some of it go.
Multitasking, in other words, has become a necessity. Though teens are more likely to do so than adults, it is estimated that 25 to 30 percent of total media time is spent multitasking.
In 2006, 103 million of the 147 million US adult Internet users watched TV while they went online. Nearly 90 million listened to the radio while online, and more than 50 million read magazines while online. Among teen Internet users, 7.3 million of the total 9.4 million watched TV while online, and 6.9 million listened to the radio.
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