Why Multi-Tasking Viewers Forget What They Watch…
In today’s digital age, second-screen viewing—using a smartphone or tablet while watching TV—has become widespread. This phenomenon introduces multitasking into the viewing experience, leading to divided attention and poorer focus, impaired memory, and reduced concentration. During TV commercial breaks findings suggest it is the 18-24-year-old age group that tend to most use their second screens, a trend marketers must understand to engage Gen Z effectively.
Second-screen usage can lead to “second-screen sabotage,” where viewers forget what they watch due to divided attention. Studies indicate that concurrent multitasking adversely affects content retention and interest, while sequential multitasking has less impact. Multitasking increases cognitive load, impairing the retention and comprehension of factual information. However, some research suggests that using educational apps can enhance memory retention, highlighting the complexity of screen usage effects.
The rise of second-screen viewing has significant implications for cognitive processes, particularly memory and learning.
Divided attention, as experienced when multitasking, weakens memory retention and conceptual understanding. The “switch cost,” a decline in processing speed when shifting focus, exacerbates this issue, especially in tasks requiring deep processing. Working memory, crucial for controlling perceptual attention, suffers under high cognitive load during multitasking. This often results in poor focus, concentration, and memory deficits.
Research on second-screen engagement—using multiple devices while watching TV—reveals its impact on cognitive load and comprehension. A meta-analysis found that students multitasking scored 12% lower on comprehension tests than those without interruptions.
Anthony Wagner’s study at Stanford showed that heavy media multitaskers struggle more with focus than light multitaskers. The socio-economic implications include analyzing TV ratings and social media interactions to gauge the phenomenon’s impact. More research is needed on behavioural interventions to improve cognitive control during media multitasking.
For content creators, the prevalence of second-screen usage presents both challenges and opportunities. Multitasking can dilute content impact, making it harder for viewers to retain information. To combat this, creators can use strategic video editing and interactive features to engage viewers and sustain attention. Success can be measured by retention metrics and data from second-screen interactions, informing future content strategies.
As media consumption patterns evolve, creators must adapt to maintain viewer engagement and retention. Understanding second-screen usage and its cognitive effects is crucial for building a loyal audience and ensuring content remains memorable despite divided attention.
Second-screen viewing has become a norm, with many using secondary devices to look up information during TV sessions.
However, second-screen engagement can impair attention and memory retention, as multitasking is linked to poorer focus and concentration. While sequential multitasking might not impact retention significantly, concurrent multitasking does interfere with retention and reduces interest in the content. Despite these challenges, some report enhanced memory retention when using educational apps on second screens.
For brands, second-screen engagement offers challenges and opportunities. While it disrupts traditional attention metrics, it opens new avenues for engagement and data collection. Brands leveraging second-screen experiences can see significant increases in engagement and retention.
As Maria Ortega from the International Drivers Association points out, “In our fast-paced world, leveraging digital tools effectively can make the difference between capturing fleeting attention and creating lasting engagement.”
This highlights the evolving media landscape, where the second screen is a powerful tool for viewer engagement.
