“When I conducted the ‘BRANDchild’ research for my book of same name – the world’s largest study on kids and their relationship with brands – one of the results which took me most by surprise was the number of channels kids are able to handle at the same time.

Where adults are able to manage 1.7 media channels at the same time, say, watching TV and reading a magazine, kids can give attention to an astounding 5.4 channels at the same time. To illustrate this multi-tasking, they can watch TV, send SMS messages, surf the net, chat on MSN, listen to music and even devote 0.4 of their simultaneous communications repertoire to homework.”

muito mais sobre os hábitos desta geração aqui.