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.
N1 - Publisher Copyright:
© 2017 The Author(s). Published by Informa UK Limited, trading as Taylor and Francis Group.
PY - 2017
Y1 - 2017
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
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U2 - 10.1080/02650487.2017.1348042
DO - 10.1080/02650487.2017.1348042
M3 - Article
AN - SCOPUS:85028646751
SN - 0265-0487
VL - 36
SP - 779
EP - 797
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 5
ER -