| Summary: | Multitasking, especially involving media, has become a constant in our daily lives, increasingly promoted by technological developments on ever-developing personal equipment. Media multitasking has frequently been studied from the perspectives of both gender and age, so as to determine who multitasks more or better: men or women, adults or younger people. There are, however, fewer studies on how origin, cultural or geographical background can affect the tendency to media multitask. This paper will attempt to analyse a possible link between geographical affiliation, media use and the tendency to multitask of a group of 36 researchers of different nationalities, working in the same research institute. Differences in the use of several media and global media-use values have been recorded, with Europe presenting the lowest media use - less than half of the values of the highest cluster (Latin America). SMS is the least prevalent media, with Computer-based applications and web-surfing constituting the most prevalent media in most clusters. The European cluster also presents the lowest multitasking values, while the West African cluster registers the highest index.
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