Simultaneous Multi-Media Usage

What it measures

Measures the extent to which a person used two or more media simultaneously during a specific situation, rather than sequentially. Originally developed in the context of 'multiscreening' research — where participants used a television and a second screen at the same time. Adapted from a computer multitasking scale by Adler and Benbunan-Fich (2012). Item 3 is reverse-scored. Validated with 182 undergraduate participants at the University of Amsterdam. The introductory phrase should be modified to match the specific media environment being studied.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I switched between two media.
• I tried to use both media at the same time.
• I used one medium at a time. (r)
• I was carrying out several media tasks at the same time.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Item 3 is reverse-scored (r). Introductory phrase (e.g., 'When I used media in the living room…') should be adapted to match the experimental context. Originally applied to television + second-screen scenarios.

Recommended companion scales

Citation

Segijn, C.M., Voorveld, H.A.M., & Smit, E.G. (2016). The underlying mechanisms of multiscreening effects. Journal of Advertising, 45(4), 391–402.

Keywords