distraction is also important in studies of media multitasking, or the simultaneous use of multiple media at once. this behavior has emerged as increasingly common since the 1990s, especially among younger media users. studies show that while humans are predisposed to the desire to multitask, most people struggle to have legitimate productivity while multitasking. instead of giving a task full attention, the split attention that multitasking necessitates can cause one task to be a distraction to another. on the other hand, some studies show that multitasking has the potential for a high-risk high-reward situation, leading to the idea that success can arise from multitasking if one is good at the activity.