A recent study found that consumers in their 20s ("digital natives") switch media venues about 27 times per nonworking hour—the equivalent of more than 13 times during a standard half-hour TV show.

The study's subjects were split evenly between natives and "digital immigrants" (consumers who grew up with old-school technologies, such as TV, radio and print, and adapted to newer ones). Immigrants switched media venues just 17 times per nonworking hour. Put another way, natives switch about 35% more than immigrants.

Though hardly definitive, the research paints a worrisome picture for marketers in a world where consumers turn from screen to screen in search of something that captures and retains their attention, yet often cannot find it.