TO STUDY THE IMPACT OF MEDIA MULTITASKING TO DRAW CORRELATIONS BETWEEN DIFFERENT AGE SEGMENTS

Purpose: The aim of this study is to investigate the impact of media multitasking on cognitive, emotional, and behavioural well-being of individuals within the general Indian population Using digital technology as a tool for multitasking is known as ‘media multitasking'. This is becoming part of most age groups, from students to senior citizens for projects, work, entertainment, etc. Emerging research is showing significant effects, both positive and negative, of digital gadgets on humans. Method: An online cross-sectional survey was done over a period of 4 weeks on two age groups in the Indian population. Group 1 (16-25 years old) had 127 consenting subjects (males-78, females-49), while Group 2 (45-55 years old) had 157 consenting subjects (male-71, female-86). An online form (with 12 non-demographic questions) was answered by both groups in relation to the role of digital gadgets while multitasking in their day-to-day work. Result: A significant difference in the feeling of happiness was found in both groups (p = 0.004). The majority of participants in Group 1 (62.20%) with the younger population felt happy at the end of the day as compared to Group 2 (45.22%) while using media multitasking. Conclusion: Our cross-sectional study shows that, in the Indian population, the younger generation (Group 1) is happier with media multitasking as a tool in their day-to-day lives as compared to the older generation (Group 2). The reasons were more personal time and achieving weekly targets (Group 1) as compared to less time for family and oneself (Group 2).