Exploring second screening behaviors of participants in Blantyre, Malawi: Motivations and gratification implications

Abstract

This study explores second screening behavior in Blantyre, Malawi, where individuals engage with secondary devices such as mobile phones or tablets while watching television. This study aims to uncover the motivations and gratifications behind second screen usage among Blantyre residents, offering insights into the convergence of digital and traditional media in everyday media practices and behavioral outcomes. Participants, aged between 15 and 79 years old, were selected through purposive sampling to ensure diversity across age, gender, and socio-economic status, residing in neighborhoods with high demographic representation such as Bangwe, Chilomoni, Manase, Manja, Mbayani, and Zingwangwa. Data collection included semi-structured interviews and focus group discussions, focusing on participants' multi-screening habits, types of content consumed, and devices used. The study involved 10 in-depth interviews and 55 focus group participants, all of whom regularly used a mobile device with Internet access while watching television, providing a comprehensive exploration of electronic multi-screen consumption behaviors across different age groups in urban Blantyre. Results indicate that second screening behavior was prevalent among the study participants, demonstrating varied second screening characteristics. It is recommended that future research conduct a representative study to generalize these findings across the broader population.