Motivations for multi-screening: An exploratory study on motivations and gratifications

Abstract

In contemporary society, the media landscape is complex and dynamic. Smartphones and tablets are proliferating, while the TV set is being passed over by other devices as the channel for TV content. These changes have implications on user behaviour, business models, technological platforms and content development. This article explores multi-screening, an emergent practice that combines watching TV and using a mobile device in articulation, by addressing the users' motivations to engage in such practices. Our theoretical framework presents the state of the art of research on multi-screening and debates the main issues in the field using contributions from Mobile Communication Research and Uses and Gratifications Theory. Our empirical work consists of focus group discussions with multi-screeners, exploring the goals, needs, preferences and expectations associated with these practices. Our results identify uses where the activities on the TV and the mobile device are unrelated as more common, and two main gratifications are drawn out of these practices: utilitarian (associated with making a better use of time and being effective in accomplishing tasks) and affective (related to a constant and pressing need of being up-to-date with what is going on in the world and being connected to one's network of relationships).

Validación de escala MPPUS-A sobre el uso problemático del smartphone

“…En general, los usuarios buscan información, la interacción social, entretenimiento y escapismo en los medios de comunicación (Dias, 2016). Los estudios han distinguido que las necesidades ritualizadas son las que el público realiza en modo pasivo (ejemplo de la vida diaria: levantarse en las mañanas e ir al baño para lavarse la cara) y a partir de las necesidades instrumentales un modo más activo (por ejemplo de la vida diaria: enviar un correo electrónico para el jefe de la empresa) (Livaditi et al, 2003).…”

Televisión, audiencias y debates electorales: hacia la multipantalla

“…Aunque no existe un consenso sobre el término y fenómeno segunda pantalla (Gil-de-Zúñiga; Liu, 2017; Horning, 2017; Gil-de-Zúñiga; García-Perdomo; McGregor, 2015; Giglietto; Selva, 2014) o doble pantalla (Shah et al, 2016;Chadwick;O'Loughlin, 2015), multipantalla (Dias, 2016) o uso de medios simultáneo complementario (Nee; Dozier, 2017), la teoría de las segundas -o múltiples pantallas-analiza los factores que predicen la selección y visionado de información, a través del empleo, único o combinado, de distintos dispositivos, involucrando la integración entre los medios de transmisión en vivo y las redes sociales (Vaccari; Chadwick; O'Loughlin, 2015), y, en definitiva, entre los medios tradicionales y los nuevos medios (Rúas-Araújo; Mazaira-Castro; Rodríguez-Vázquez, 2018).…”

The Combining of Intrinsic and Extrinsic Motives for Employing OTT Media and Comprehending the Audience’s Gratification in Malaysia

“…Instead of "What are the media doing to the people?" Despite Lazarsfeld's initiation in 1947, the theory is still applied in modern studies in the area of research involving smart devices (Greer & Ferguson, 2015) serving as multi-screen viewers on televisions (Dias, 2016), binge-watching (Schweidel & Moe, 2016) YouTube as a respectable information source (Faroqi & Suryanto, 2017) and online games (Dux & Kim, 2018). Furthermore, research has implemented the U&G theory, which focuses primarily on young people in terms of media influence on audiences (Wagner, 2016;Schweidel & Moe, 2016).…”

“…Additionally, the article also supports Herzog's (1944) previous research on radio listeners among homemakers in the United States, which proposed that they listen to it for various reasons, such as to overcome emotional stress, pass the time, or serve as a method of escapism to discover pleasure. Currently, media is recreated in the digital age, with new media studies like online games (Dux & Kim, 2018) and YouTube (Faroqi & Suryanto, 2017) continuing to follow the concept offered by Herzog and OTT media (Dias, 2016;Tang & Lee, 2016). This indicates that viewers employing OTT media as a medium for getting what they need is not new.…”