Abstract
Multiscreening, the simultaneous usage of multiple screens, is a relatively understudied phenomenon that may have a large impact on media effects. First, we explored people's viewing behavior while multiscreening by means of an eye-tracker. Second, we examined people's reporting of attention, by comparing eye-tracker and self-reported attention measures. Third, we assessed the effects of multiscreening on people's memory, by comparing people's memory for editorial and advertising content when multiscreening (television–tablet) versus single screening. The results of the experiment (N = 177) show that (a) people switched between screens 2.5 times per minute, (b) people were capable of reporting their own attention, and (c) multiscreeners remembered content just as well as single screeners, when they devoted sufficient attention to the content.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 295-314 |
| Number of pages | 20 |
| Journal | Human Communication Research |
| Volume | 43 |
| Issue number | 2 |
| DOIs | |
| State | Published - Apr 1 2017 |
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Keywords
- Eye-Tracking
- Memory
- Multiscreening
- Viewing Behavior
- Visual Attention
Cite this
The Battle of the Screens : Unraveling Attention Allocation and Memory Effects When Multiscreening. / Segijn, Claire M.; Voorveld, Hilde A.M.; Vandeberg, Lisa; Smit, Edith G.
In: Human Communication Research, Vol. 43, No. 2, 01.04.2017, p. 295-314.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - The Battle of the Screens
T2 - Unraveling Attention Allocation and Memory Effects When Multiscreening
AU - Segijn, Claire M.
AU - Voorveld, Hilde A.M.
AU - Vandeberg, Lisa
AU - Smit, Edith G.
PY - 2017/4/1
Y1 - 2017/4/1
N2 - Multiscreening, the simultaneous usage of multiple screens, is a relatively understudied phenomenon that may have a large impact on media effects. First, we explored people's viewing behavior while multiscreening by means of an eye-tracker. Second, we examined people's reporting of attention, by comparing eye-tracker and self-reported attention measures. Third, we assessed the effects of multiscreening on people's memory, by comparing people's memory for editorial and advertising content when multiscreening (television–tablet) versus single screening. The results of the experiment (N = 177) show that (a) people switched between screens 2.5 times per minute, (b) people were capable of reporting their own attention, and (c) multiscreeners remembered content just as well as single screeners, when they devoted sufficient attention to the content.
AB - Multiscreening, the simultaneous usage of multiple screens, is a relatively understudied phenomenon that may have a large impact on media effects. First, we explored people's viewing behavior while multiscreening by means of an eye-tracker. Second, we examined people's reporting of attention, by comparing eye-tracker and self-reported attention measures. Third, we assessed the effects of multiscreening on people's memory, by comparing people's memory for editorial and advertising content when multiscreening (television–tablet) versus single screening. The results of the experiment (N = 177) show that (a) people switched between screens 2.5 times per minute, (b) people were capable of reporting their own attention, and (c) multiscreeners remembered content just as well as single screeners, when they devoted sufficient attention to the content.
KW - Eye-Tracking
KW - Memory
KW - Multiscreening
KW - Viewing Behavior
KW - Visual Attention
UR - http://www.scopus.com/inward/record.url?scp=85013426798&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85013426798&partnerID=8YFLogxK
U2 - 10.1111/hcre.12106
DO - 10.1111/hcre.12106
M3 - Article
VL - 43
SP - 295
EP - 314
JO - Human Communication Research
JF - Human Communication Research
SN - 0360-3989
IS - 2
ER -