Dual usage // are we emerging multi-taskers or just more restless?

Are we becoming better at multi-tasking, smarter and more intuitive with media, or simply more attention-deficit? This is the question unearthed from a recent Nielsen Report, which found that more people are using mobile devices such as smartphones and tablets, while watching TV.
  
The motivations for dual usage vary, whether checking emails, Facebook updates or looking up program information, the outcome however is the same; split attention between multiple screens. It appears that even when watching what was traditionally a shared medium of TV, we are becoming more socially introverted, even in the light of engagement with 'social' media.
  
The results for the U.K. were significant, with device owners logging a usage of 80% for tablets and 78% for smartphones while watching TV. Nearly a quarter of those surveyed also claimed they used their device several times a day while watching TV.
  

Comparison of dual usage across countries

  

There are many factors at play and other figures to consider in the findings above, this certainly is not a blanket statement to all audiences. Smartphone and tablet ownership overall is fairly low, and as such dual usage as a broader trend is not overly significant. According to a New Media Trend Watch article, tablet ownership figures in the U.K. are as low as 5% of the population, while smartphone ownership is sitting at around 17%. 
  
This study does however provide a good indication of future trends that are likely to emerge. As tablet and smartphone usage increases, so too will dual usage. The pursuit to gain, and more importantly retain, attention will also continue to become increasingly challenging. 
  
What will be the solution to cut-through in this densely concentrated media landscape, where it appears audiences are continuing to develop shorter and shorter attention spans? Perhaps total integration and the permeation of media will be key. No longer will advertising and experiences be limited to one medium, but more holistically experienced throughout the environment.
  
The seedlings of this new media trend we are starting to see emerging already. You just simply need to look at the usage of QR codes, for example, to understand that advertisers are getting smart about the importance of connectivity of media. 
  
We need to continue to smarten up and fast. So what's next?