Digital Rhythms: Investigating The Link Between Internet Habits and Media Multitasking Among Young Adults

This study investigates the relationship between Internet Habit Strength and Media Multitasking Efficacy among young adults aged 18-25. Utilizing a correlational research design, we employed convenience sampling to recruit 200 participants in India. Data were collected through validated instruments: the Internet Usage Scale and the Media Multitasking Revised Scale. Statistical analysis revealed a moderate positive correlation (Spearman’s rho = 0.520, p < 0.01) between Internet Habit Strength and multitasking efficacy. The findings suggest that individuals with more vigorous internet habits are likelier to engage in multitasking behaviours, particularly in entertainment contexts, while potentially facing cognitive overload during task-oriented activities. This research highlights the implications of internet usage on cognitive performance and behavioural patterns, suggesting the need for strategies to manage multitasking effectively in a digital environment. Future research should explore causal relationships and the long-term effects of these behaviours on academic and mental health outcomes. Key words: Internet habit strength, Media multitasking efficacy.