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...