Individuals’ preference for multiple media use – underlying motives

Purpose The purpose of this paper is to uncover the underlying motives for individuals’ polychronicity, the preference to multitask with media. Design/methodology/approach For this exploratory study, a qualitative research design is chosen, using face-to-face in-depth interviews and triad groups. In total, 34 in-depth interviews are conducted in the UK, Germany and Australia, with four subsequent triads in the UK. Findings The underlying motives for individuals’ preference for multiple media use include eight dimensions: comfort with multitasking; multi-channel preference; effectiveness and efficiency; convenience; emotional gratification; information and knowledge; social benefits and assimilation. Research limitations/implications A non-probability sample of a specific sample group (Digital Natives) is used in this study and despite the reassurance provided by quality criteria and triangulation, generalisation from this study is problematic. Future research to validate the eight exposed dimensions would be valuable. Practical implications For marketing communications and media channel planners, endeavouring to optimise clients’ budgets, the unique knowledge provided by the depth of understanding offered by the eight dimensions of polychronicity and their associated facets enables the development of relevant communication campaigns. Originality/value This paper presents a unique insight into individuals’ preference for multiple media use, uncovering the underlying dimensions of this behavioural phenomenon. Accordingly, this study makes a valuable contribution to knowledge in this emerging research domain.