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New Mobile Multitasking Defined As 'DistractionBehavior'by Joe Mandese, Yesterday, 12:15 PMKelly Jones, senior research manager at Microsoft Advertising, said Microsoft has brokendown consumer mobile usage into two distinct patterns.One is dubbed ―sequential,‖ when consumers use their mobile device to navigate andaccess content and information linearly ―across time and space," she told attendees at theMobile Insider Summit.The other is what consumers call ―multitasking,‖ but Microsoft calls ―distractionbehavior.‖ Whatever you call it, Jones said, it is a behavior in which consumers areconstantly doing multiple things on their mobile device. It's how they do things in reallife, when they‘re not being monolithic.That said, Jones indicated that Microsoft considers the ―distraction behavior‖ consumersto be especially vexing for marketers, because it‘s not always clear how to get them topay attention to advertising. Just like in the real world.―Is there room in this behavior for advertisers to insert themselves?‖ she wondered,invoking a sentiment that marketers and agencies have been asking before mobile devicesever existed59pc of users as comfortable with mobile advertising aswith TV, online ads: studyBy Chantal TodeFebruary 28, 2013Mobile is increasingly the core platform through which consumers access the Internet andengage with brands, with more mobile users becoming as comfortable with mobileadvertising as they are with TV or online ads, according to a new report from InMobi.The results point to how mobile devices are changing the media landscape, with 50percent of global mobile Web users now using their smartphones as either their primaryor exclusive means of going online. InMobi‘s Mobile Media Consumption survey alsofound that at least 1 out of 2 mobile Web users engage in dual screen activity betweenTV and mobile across markets.―The study shows that consumers are spending more time on mobile than ever before andare even still engaged with their mobile devices while doing other activities or absorbingother media,‖ said Shrikant Latkar, vice president of marketing at InMobi.68