{"id":10317,"date":"2016-10-26T10:29:30","date_gmt":"2016-10-26T09:29:30","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=10317"},"modified":"2016-11-02T15:55:40","modified_gmt":"2016-11-02T14:55:40","slug":"les-magazines-mobilisent-lattention-primaire","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/les-magazines-mobilisent-lattention-primaire\/","title":{"rendered":"Les magazines mobilisent l\u2019attention primaire"},"content":{"rendered":"<p>Une \u00e9tude r\u00e9cente de RMB MediaXperience confirme que les magazines mobilisent l\u2019attention. La lecture est une activit\u00e9 qui demande un focus primaire, comme nous l\u2019ont appris d\u2019autres \u00e9tudes. Il n\u2019est donc pas \u00e9tonnant de lire dans l\u2019\u00e9tude RMB qu\u2019il s\u2019av\u00e8re qu\u2019outre la TV, les magazines sont le moins utilis\u00e9s en tant que deuxi\u00e8me activit\u00e9 \u2013 ou \u2018second screen\u2019 \u2013\u00a0: 1 % versus 51 % pour les sites et 48 % pour les r\u00e9seaux sociaux (quotidiens\u00a0: 8 %).<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/10\/grafiek-multitasking-surfing-and-networking-above-all1.png\"><img decoding=\"async\" class=\"alignnone wp-image-10315\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/10\/grafiek-multitasking-surfing-and-networking-above-all1.png\" alt=\"Grafiek multitasking: surfing &amp; networking above all\" width=\"550\" height=\"437\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/10\/grafiek-multitasking-surfing-and-networking-above-all1.png 844w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/10\/grafiek-multitasking-surfing-and-networking-above-all1-300x238.png 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/a><\/p>\n<p>L\u2019\u00e9tude MediaXperience se concentre sur une utilisation multit\u00e2ches des m\u00e9dias (le multit\u00e2che couvrant \u00e9ventuellement aussi d\u2019autres activit\u00e9s, comme lorsqu\u2019on regarde la TV ou qu\u2019on lit en mangeant). Dans le courant d\u2019une journ\u00e9e moyenne, 42 % des Belges s\u2019adonnent au \u2018multitasking\u2019 (51 % chez les 15 \u00e0 24 ans). La part des \u2018multit\u00e2cheurs\u2019 par type de consommateur m\u00e9dia se situe entre 33 (audio) et 48 % (sites Web). \u00a0Pour la presse, ce chiffre est de 44 %, dixit RMB.<\/p>\n<p>La pr\u00e9sentation sur le site RMB d\u00e9voile que la combinaison m\u00e9dia la plus courante est celle de la vid\u00e9o et d\u2019Internet\u00a0: chaque jour, 27 % des Belges sont simultan\u00e9ment occup\u00e9s \u00e0 visionner de la vid\u00e9o (cha\u00eenes TV ou autres images anim\u00e9es) et \u00e0 visiter des sites Web ou des r\u00e9seaux sociaux. La combinaison favorite d\u2019appareils est celle du t\u00e9l\u00e9viseur et du PC (25 %), suivie du t\u00e9l\u00e9viseur et du GSM (12 %). Le papier est surtout utilis\u00e9 en combinaison avec la radio et le PC (tous deux 4 % seulement).<\/p>\n<p>Les preuves scientifiques s\u2019accumulent d\u00e9montrant que le <a href=\"https:\/\/www.psychologytoday.com\/blog\/the-power-prime\/201103\/technology-myth-multitasking\" target=\"_blank\">multitasking est quasi impraticable<\/a>. Il nous est impossible, en tant qu\u2019\u00eatres humains, de conjuguer deux activit\u00e9s complexes (qui ne sont donc pas automatiques). Nous sommes des \u2018single-taskers\u2019 en s\u00e9rie et le passage d\u2019une activit\u00e9 \u00e0 l\u2019autre nous co\u00fbte du temps et de l\u2019\u00e9nergie. Il s\u2019av\u00e8re m\u00eame que ceux qui pensent qu\u2019ils sont bons en multitasking, sont en v\u00e9rit\u00e9 les moins dou\u00e9s. En outre, ils retiennent moins et commettent plus d\u2019erreurs.<\/p>\n<p>Il s\u2019av\u00e8re d\u00e8s lors que le fait que les magazines re\u00e7oivent une attention primaire est une des raisons pour lesquelles la <a href=\"http:\/\/www.magazinemedia.be\/fr\/wat-zegt-de-neuroscience-over-magazinereclame\/\" target=\"_blank\">publicit\u00e9 magazine fonctionne tellement bien<\/a>.<\/p>\n<p>Source: RMB<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une \u00e9tude r\u00e9cente de RMB MediaXperience confirme que les magazines mobilisent l\u2019attention. La lecture est une activit\u00e9 qui demande un focus primaire, comme nous l\u2019ont appris d\u2019autres \u00e9tudes. Il n\u2019est donc pas \u00e9tonnant de lire dans l\u2019\u00e9tude RMB qu\u2019il s\u2019av\u00e8re qu\u2019outre la TV, les magazines sont le moins utilis\u00e9s en&#8230;<\/p>\n","protected":false},"author":2,"featured_media":10313,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-10317","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Multit\u00e2ches: magazines mobilisent l\u2019attention primaire<\/title>\n<meta name=\"description\" content=\"Multit\u00e2ches: dans l\u2019\u00e9tude RMB qu\u2019il s\u2019av\u00e8re qu\u2019outre la TV les magazines sont le moins utilis\u00e9s en tant que deuxi\u00e8me activit\u00e9 \u2013 ou \u2018second screen\u2019 \u2013 : 1 %\" 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