Young audiences' preferences and willingness to pay : A study of demand and use of cross-media consumption at home

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Young audiences' preferences and willingness to pay : A study of demand and use of cross-media consumption at home

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Publication Conference Meeting abstract
Title Young audiences' preferences and willingness to pay : A study of demand and use of cross-media consumption at home
Author Leckner, Sara ; Severson, Pernilla
Date 2018
English abstract
As the media landscape are becoming increasingly differentiated (structure), segmented (supply) and fragmented (use), cross-media consumption is not a new occurrence, in particularly not for younger consumers. This target group is also highly sought after by the media industry, but it has proven hard to get to pay, especially for non-entertaining content, thus challenges the development and sustainability of the media industry’s digital business models (e.g., Chiou and Tucker 2013; Goyanes 2014). In the present study, based on a survey of Swedish participants aged 16-31 (n=1,287), we investigate the cross-media demand of younger people and their preferences and willingness to pay for media at home; What platforms and content do they use, what are their preferences in terms of demand and supply, what do they pay for, why, and how much, and what are their attitudes towards their media consumption. By studying attitudes to access as well as actual inventories of access among young people, media consumption and perceptions can be understood in terms of return on investment. The present article draws on a theoretical framework related to the concept of “perceived worthwhileness” (see e.g., Schrøder and Larsen 2010), which implies that people will only use the (news) media that they deem to be worthwhile in terms of investments, such as time, money, and energy. The preliminary results of the present study indicate that the respondents both use and highly value access to both analogue and digital services, and want to gain access to general as well as particular content. But in line with previous research, consumers do not always use what they prefer and are not willing to pay for what they use (e.g. Chyi and Lee 2013; Cook and Attari 2012). Price and supply were considered important, but currently they “solved their media consumption in other ways” than paying, however, streaming services, as well as particular content, were found to be more attractive to pay for. Subscription-based revenue models also appeared more appealing than one-time payments. These results indicates that it is important to look beyond individual media and consider the everyday media consumption from a cross-media perspective in order to capture the actual needs and purchasing behaviour of younger people.
Conference
ECREA 2018: 7th European Communication Conference (31 oktober-2 november : Lugano, Schweiz)
Language eng (iso)
Subject Audience studies
Young adults
VOD
Linear TV use
Crossmedia use
Willingness to pay
Humanities/Social Sciences
Research Subject Categories::SOCIAL SCIENCES
Handle http://hdl.handle.net/2043/27358 Permalink to this page
Link https://www.ecrea2018lugano.eu... (external link to related web page)
Link to publication in DiVA Find this research publication in DiVA.
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