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26 May 09

In Defense of Distraction

  • Over the last twenty years, Meyer and a host of other researchers have proved again and again that multitasking, at least as our culture has come to know and love and institutionalize it, is a myth. When you think you’re doing two things at once, you’re almost always just switching rapidly between them, leaking a little mental efficiency with every switch. Meyer says that this is because, to put it simply, the brain processes different kinds of information on a variety of separate “channels”—a language channel, a visual channel, an auditory channel, and so on—each of which can process only one stream of information at a time. If you overburden a channel, the brain becomes inefficient and mistake-prone.
  • The only time multitasking does work efficiently, Meyer says, is when multiple simple tasks operate on entirely separate channels—for example, folding laundry (a visual-manual task) while listening to a stock report (a verbal task).
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07 May 09

Beware the Twitter Flitterers - eMarketer

  • According to comScore Media Metrix 18-to-24-year-olds, the traditional social media early adopters, are not driving Twitter growth—25-to-54-year-olds are.
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