Insight into everyday media use with multiple screens

Claire M. Segijn, Hilde A.M. Voorveld, Lisa Vandeberg, Sjoerd F. Pennekamp, Edith G. Smit

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

Multiscreening has been shown to affect consumers’ brand attitudes and their memory of advertisements. However, little is known about the prevalence of using multiple screens simultaneously. The aim of this study is to provide insight into multiscreening by examining its prevalence, the composition of screens, and who is likely to multiscreen. A diary study with a representative sample of the Dutch population (n = 2,399) was conducted. First, the results showed that almost 60% of the participants multiscreened at least once. They multiscreened on average three days a week, mostly on Sundays, and on average more than 80 minutes per day. Second, the most prevalent screen combinations were TV-smartphone, TV-laptop, and TV-tablet. Third, multiscreeners were on average 41 years old, predominantly female, have a higher than average education, and own on average more than four screens. Finally, it was found that, in general, younger participants multiscreened longer than older participants.

Original languageEnglish (US)
Pages (from-to)779-797
Number of pages19
JournalInternational Journal of Advertising
Volume36
Issue number5
DOIs
StatePublished - Jan 1 2017

Fingerprint

Smartphones
Education
Data storage equipment
Chemical analysis
Media use
education

Keywords

  • Composition
  • Media diary
  • Media multitasking
  • Media users
  • Multiscreening
  • Prevalence

Cite this

Insight into everyday media use with multiple screens. / Segijn, Claire M.; Voorveld, Hilde A.M.; Vandeberg, Lisa; Pennekamp, Sjoerd F.; Smit, Edith G.

In: International Journal of Advertising, Vol. 36, No. 5, 01.01.2017, p. 779-797.

Research output: Contribution to journalArticle

Segijn, CM, Voorveld, HAM, Vandeberg, L, Pennekamp, SF & Smit, EG 2017, 'Insight into everyday media use with multiple screens' International Journal of Advertising, vol. 36, no. 5, pp. 779-797. https://doi.org/10.1080/02650487.2017.1348042
Segijn, Claire M. ; Voorveld, Hilde A.M. ; Vandeberg, Lisa ; Pennekamp, Sjoerd F. ; Smit, Edith G. / Insight into everyday media use with multiple screens. In: International Journal of Advertising. 2017 ; Vol. 36, No. 5. pp. 779-797.
@article{4d12110a417c491fac0e0b068964c5df,
title = "Insight into everyday media use with multiple screens",
abstract = "Multiscreening has been shown to affect consumers’ brand attitudes and their memory of advertisements. However, little is known about the prevalence of using multiple screens simultaneously. The aim of this study is to provide insight into multiscreening by examining its prevalence, the composition of screens, and who is likely to multiscreen. A diary study with a representative sample of the Dutch population (n = 2,399) was conducted. First, the results showed that almost 60{\%} of the participants multiscreened at least once. They multiscreened on average three days a week, mostly on Sundays, and on average more than 80 minutes per day. Second, the most prevalent screen combinations were TV-smartphone, TV-laptop, and TV-tablet. Third, multiscreeners were on average 41 years old, predominantly female, have a higher than average education, and own on average more than four screens. Finally, it was found that, in general, younger participants multiscreened longer than older participants.",
keywords = "Composition, Media diary, Media multitasking, Media users, Multiscreening, Prevalence",
author = "Segijn, {Claire M.} and Voorveld, {Hilde A.M.} and Lisa Vandeberg and Pennekamp, {Sjoerd F.} and Smit, {Edith G.}",
year = "2017",
month = "1",
day = "1",
doi = "10.1080/02650487.2017.1348042",
language = "English (US)",
volume = "36",
pages = "779--797",
journal = "International Journal of Advertising",
issn = "0265-0487",
publisher = "NTC Publications Ltd.",
number = "5",

}

TY - JOUR

T1 - Insight into everyday media use with multiple screens

AU - Segijn, Claire M.

AU - Voorveld, Hilde A.M.

AU - Vandeberg, Lisa

AU - Pennekamp, Sjoerd F.

AU - Smit, Edith G.

PY - 2017/1/1

Y1 - 2017/1/1

N2 - Multiscreening has been shown to affect consumers’ brand attitudes and their memory of advertisements. However, little is known about the prevalence of using multiple screens simultaneously. The aim of this study is to provide insight into multiscreening by examining its prevalence, the composition of screens, and who is likely to multiscreen. A diary study with a representative sample of the Dutch population (n = 2,399) was conducted. First, the results showed that almost 60% of the participants multiscreened at least once. They multiscreened on average three days a week, mostly on Sundays, and on average more than 80 minutes per day. Second, the most prevalent screen combinations were TV-smartphone, TV-laptop, and TV-tablet. Third, multiscreeners were on average 41 years old, predominantly female, have a higher than average education, and own on average more than four screens. Finally, it was found that, in general, younger participants multiscreened longer than older participants.

AB - Multiscreening has been shown to affect consumers’ brand attitudes and their memory of advertisements. However, little is known about the prevalence of using multiple screens simultaneously. The aim of this study is to provide insight into multiscreening by examining its prevalence, the composition of screens, and who is likely to multiscreen. A diary study with a representative sample of the Dutch population (n = 2,399) was conducted. First, the results showed that almost 60% of the participants multiscreened at least once. They multiscreened on average three days a week, mostly on Sundays, and on average more than 80 minutes per day. Second, the most prevalent screen combinations were TV-smartphone, TV-laptop, and TV-tablet. Third, multiscreeners were on average 41 years old, predominantly female, have a higher than average education, and own on average more than four screens. Finally, it was found that, in general, younger participants multiscreened longer than older participants.

KW - Composition

KW - Media diary

KW - Media multitasking

KW - Media users

KW - Multiscreening

KW - Prevalence

UR - http://www.scopus.com/inward/record.url?scp=85028646751&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85028646751&partnerID=8YFLogxK

U2 - 10.1080/02650487.2017.1348042

DO - 10.1080/02650487.2017.1348042

M3 - Article

VL - 36

SP - 779

EP - 797

JO - International Journal of Advertising

JF - International Journal of Advertising

SN - 0265-0487

IS - 5

ER -