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

13 Scopus citations

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 - 2017

Keywords

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

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