Media Multitaskers Challenge Traditional Media Planning Approaches

Following the emergence of new technologies and the rise of the digital age, the media landscape has shifted and is now challenging media organizations to rethink their current media mix strategies targeting the young consumer. With the rapid and fast paced lifestyle mandated by the modern life, young consumers, between the ages of 18 to 35 years old, are increasingly balancing and juggling several tasks at once. Such multitasking behaviors are now pressuring organizations to venture in a multimedia approach in terms of their communication strategies. This research project attempts to support marketing, media and communication professionals to better understand the extent to which the concept of media multitasking is established in Lebanon and tries to advocate for a multimedia planning approach that will render a higher level of purchase intention for consumers in the region.