I think we all have our own lines that we are unwilling to cross in terms of what is safe.
I'll take a mobile call while riding, but not in a built-up area.
I rarely make calls while riding and will not type, send or receive SMS.
I've recently started using an MP3 on longer rural rides and find it very pleasant, but wouldn't do so in town.
I wouldn't scroll around looking for the right track on an MP3 while on the move.
Similarly, I'll reach to my back pocket, get a banana and peel it for consumption while riding, which seems to have a bigger impact on my ability to remain alive than any of the above that I do.
Mars Bars are even worse, when it's cold and you have to bite the wrapper to get in....
But for a nicely lit shoot for a well known magazine, I'd do all of the above at once....
However, our chappie in the picture is in truth part of a PSD for a VIP in an out-of-shot limousine. He's clicking on his mic/earpiece attachment to report a suspicious-looking photographer.