Push notifications as distracting as responding, says study

[Marketing Matters]

Getting a push notification on your mobile device is no less distracting as responding to a text or a taking a call, a new study says.
The problem is that your mind wanders when you notice the alert, the researchers think.

Just receiving notifications on your mobile phone can impair your ability to focus on a given task, a new study finds: Patrick Nelson/IT World

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This was an interesting article adding insight into how mobile technology becomes ingrained into society. I remember reading an article that suggests phones add a "sixth sense" type of effect. Such as people think they hear their phone or feel it vibrate, and react as if the phone is ringing or vibrating yet it is not.(Phantom Pocket Vibration Syndrome)
I am not sure what to make of the integration of technology and social lifestyles. All I can presume is mobile technologies are prime multimedia communication devices which is perfect for any type of marketing any business needs.