Triple screen viewing practices : diversification or compartmentalization?

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Courtois, C., Schuurman, D. & De Marez, L. (2011). Triple screen viewing practices : diversification or compartmentalization?. In: 9th European Interactive TV Conference (EuroITV - 2011), Lisbon, Portugal, 2011-06-29. ACM.

Formation Business Technologie

Triple Screen Viewing Practices: Diversification or Compartmentalization? Cédric Courtois, Dimitri Schuurman & Lieven De Marez, IBBT-MICT-Ghent University

Today’s domestic environments (a) Multiple devices + (b) Multiple channels

Consequently … Shifting opportunities, shifting media practices? What about convergence? Each medium has its niche? (Television for linear, computer for downloading, etc.?)

Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Results: further analysis ,[object Object],[object Object],[object Object],[object Object]

Results: Exploratory PCA Component 1 Laptop - Download/Recorded .84 -.20 -.30 .16 Laptop - Carrier .77 -.17 -.26 .07 Laptop - Linear .75 -.26 -.24 .15 Laptop - VoD .68 -.06 -.18 .14 Component 2 Television - Download/Recorded .16 -.88 -.15 .06 Television - Linear .15 -.87 -.16 .05 Television - VoD .20 -.79 -.15 .07 Television - Carrier .21 -.78 -.23 .06 Component 3 Desktop - Download/Recorded .30 -.18 -.85 .11 Desktop - Carrier .24 -.15 -.79 .07 Desktop - Linear .23 -.25 -.78 .06 Desktop - VoD .21 -.07 -.66 .08 Component 4 Mobile Phone - Linear .16 -.06 -.12 .92 Mobile Phone - VoD .14 -.07 -.07 .92 % Variance explained 27.57 15.46 11.97 10.68 Eigenvalue 3.86 2.16 1.68 1.50 Cronbach’s α .72 .83 .73 .76

Results: Exploratory PCA Evidence of strong compartmenalization Sample-specific solution? Component 1 Laptop - Download/Recorded .84 -.20 -.30 .16 Laptop - Carrier .77 -.17 -.26 .07 Laptop - Linear .75 -.26 -.24 .15 Laptop - VoD .68 -.06 -.18 .14 Component 2 Television - Download/Recorded .16 -.88 -.15 .06 Television - Linear .15 -.87 -.16 .05 Television - VoD .20 -.79 -.15 .07 Television - Carrier .21 -.78 -.23 .06 Component 3 Desktop - Download/Recorded .30 -.18 -.85 .11 Desktop - Carrier .24 -.15 -.79 .07 Desktop - Linear .23 -.25 -.78 .06 Desktop - VoD .21 -.07 -.66 .08 Component 4 Mobile Phone - Linear .16 -.06 -.12 .92 Mobile Phone - VoD .14 -.07 -.07 .92 % Variance explained 27.57 15.46 11.97 10.68 Eigenvalue 3.86 2.16 1.68 1.50 Cronbach’s α .72 .83 .73 .76

Results: Confirmatory cross-sample analysis ,[object Object],[object Object],[object Object],[object Object]

Results: Confirmatory cross-sample analysis ,[object Object],[object Object],[object Object],[object Object],Confirmation of compartmentalization Still, some weak correlations between components

Results: Relations between the use of different devices ,[object Object],[object Object],[object Object]

Results: Relations between the use of different devices ,[object Object],[object Object],[object Object],Weak cross-effects, despite controlling for the same devices

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Thank you for listening… Any questions? Contact: cedric.courtois@ugent.be, www.mict.be

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Triple screen viewing practices : diversification or compartmentalization?

1. Triple Screen Viewing Practices: Diversification or Compartmentalization? Cédric Courtois, Dimitri Schuurman & Lieven De Marez, IBBT-MICT-Ghent University

2. Today’s domestic environments (a) Multiple devices + (b) Multiple channels

3. Consequently … Shifting opportunities, shifting media practices? What about convergence? Each medium has its niche? (Television for linear, computer for downloading, etc.?)

4. Consequently … Shifting opportunities, shifting media practices? What about convergence? Each medium has its niche? (Television for linear, computer for downloading, etc.?) RQ1: Do we form hybrid media practices, mixing devices and channels? RQ2: How do practice patterns relate to the use of diferent devices for audiovisual consumption?

6. Results: descriptives (complete sample)

8. Results: Exploratory PCA Component 1 Laptop - Download/Recorded .84 -.20 -.30 .16 Laptop - Carrier .77 -.17 -.26 .07 Laptop - Linear .75 -.26 -.24 .15 Laptop - VoD .68 -.06 -.18 .14 Component 2 Television - Download/Recorded .16 -.88 -.15 .06 Television - Linear .15 -.87 -.16 .05 Television - VoD .20 -.79 -.15 .07 Television - Carrier .21 -.78 -.23 .06 Component 3 Desktop - Download/Recorded .30 -.18 -.85 .11 Desktop - Carrier .24 -.15 -.79 .07 Desktop - Linear .23 -.25 -.78 .06 Desktop - VoD .21 -.07 -.66 .08 Component 4 Mobile Phone - Linear .16 -.06 -.12 .92 Mobile Phone - VoD .14 -.07 -.07 .92 % Variance explained 27.57 15.46 11.97 10.68 Eigenvalue 3.86 2.16 1.68 1.50 Cronbach’s α .72 .83 .73 .76

9. Results: Exploratory PCA Evidence of strong compartmenalization Sample-specific solution? Component 1 Laptop - Download/Recorded .84 -.20 -.30 .16 Laptop - Carrier .77 -.17 -.26 .07 Laptop - Linear .75 -.26 -.24 .15 Laptop - VoD .68 -.06 -.18 .14 Component 2 Television - Download/Recorded .16 -.88 -.15 .06 Television - Linear .15 -.87 -.16 .05 Television - VoD .20 -.79 -.15 .07 Television - Carrier .21 -.78 -.23 .06 Component 3 Desktop - Download/Recorded .30 -.18 -.85 .11 Desktop - Carrier .24 -.15 -.79 .07 Desktop - Linear .23 -.25 -.78 .06 Desktop - VoD .21 -.07 -.66 .08 Component 4 Mobile Phone - Linear .16 -.06 -.12 .92 Mobile Phone - VoD .14 -.07 -.07 .92 % Variance explained 27.57 15.46 11.97 10.68 Eigenvalue 3.86 2.16 1.68 1.50 Cronbach’s α .72 .83 .73 .76

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