Do Multiple Screens Make You More Productive?

This Case Debate's purpose is to engage the participants in an interesting debate on whether an employee's constant engagement with multiple screens - smartphones, tablets, laptop/desktop, smart watches and TV - increases productivity. What do these screens covertly and overtly promote? Do they enable increased productivity? Are they stress busters or are they stress stimulants? It wouldn't be exaggerating to state that nearly 75% of a person's time is spent on crisscrossing these 5 screens. 90% of consumers' media consumption occurs in front of a screen. As consumers balance their time between smartphones, tablets, PCs and televisions, they are learning to use these devices together to achieve their goals. This multi-screen behavior is quickly becoming the norm and understanding it has become an imperative for businesses. In an acclaimed Google's study, 'The New Multi-Screen World: Understanding Cross-platform Consumer behavior', two modes of multi-screening were identified. While sequential screening was the first mode, simultaneous screening was the second mode. And a majority of consumers would follow either of these while a minority might follow a combination of these two modes. How does attention get affected during screen-switching? What does screen-switching mean for marketers? In another interesting study conducted amongst 12,000 multiscreen users between 16 to 45 years of age, Millward Brown found that a typical multiscreen user consumes 7 hours of screen media per day during a 5-hour period. Just 35% of screen time is simultaneous use of TV and a digital device.

This Case Debate centers around: (a) Understanding the two multi-screen behavior modes (b) Does Multiscreen consumption increase the productivity? (c) What does screen-switching mean for marketers? (d) What does screen-switching mean for HR departments? Should HR department mandate a screen-viewing policy during office hours?

Purpose of this Case Debate, which is a prelude to the Case Method of Teaching, is to inculcate the following skills that would amply benefit the participants during their careers:

(a) Ideation
(b) Discussion and Debate
(c) Empathy
(d) Appreciation

Case Debate Positioning

This Case Debate can be used for either of the following:

• MBA Program – Marketing Management Course – With ubiquitous multiple screen consumption, what does it mean for marketers to influence the prospective consumers?
• MBA Program – HRM – Should HR Departments initiate a policy on the usage of multiple screens, especially within the office premises, to increase the productivity?

^** If you need to make copies, you must purchase the corresponding number of permissions based on the number of participants. Electronic downloadable links (PDFs, PPTs, Supplements etc.) are available immediately after purchase. Single copy can be used only for evaluation purpose. Unauthorized distribution of these files is prohibited pursuant to term of use of this website.