Anyone who has anything to do with young people know that the way that they are consuming and viewing media is changing massively and in a recent report from the Kaiser Family Foundation has examined trends in media multi tasking in young Americans.

The reports focuses on increases in multiple media time (26% of media use is now spent on multiple medias, growth from 16% in 1999). TV is still the most commanding media in the lives on teens and tweens. New medias and technologies have not (yet) taken over the media landscape, though i-media (self-created media, eg. Blogs, you tube) is definitely growing. The most interesting point from this report was that performance was definitely decreases when these young people attempted to perform two tasks simultaneously.

In a World where there is decreased performance or concentration for Gen X and Y how do you get across advertising and information?