Abstract
The evolution of media and devices is enabling the ubiquitous and multi-device access to media and information, so that a media mutual contamination is in play. New forms of user interactions with media, in which different devices are used simultaneously in different contexts, have emerged. These new interactions are significantly impacting on users' attitudes towards the media and their way of searching and generating content. Such a change, called “media convergence”, has a strong potential impact on marketing and communication processes, but as yet has not been deeply analysed in the literature. This paper presents the outcomes of several studies aimed at exploring media convergence on the demand-side to advance possible implications for marketers and managers.
Highlights
The technological evolution of connections and devices is impacting deeply on the role of media, and the distinction between and relationships among media, in this so-called process of “media convergence” [1, 2]: whereas with connectivity and the increase in band width, in addition to devices becoming more and more powerful, it is increasingly possible for individuals to access media from different devices, at different moments of their lives and to use different devices simultaneously [3]
The objective of this paper is to provide an analysis of the customer behaviours enabled by media convergence in order to provide practitioners with guidelines for approaching communication and marketing in the scenario enabled by media convergence
The robustness of the exploratory framework of contexts and media consumption was tested through a survey based on computer-aided telephone interviews (CATI) on 3,000 Italians (15-64 years old) in order to understand if other contexts and devices which emerged during the indepth interviews were significantly in play, and if the size and the profile of the market of the consumers presenting behaviours was consistent with the definition of media convergence
Summary
The technological evolution of connections and devices is impacting deeply on the role of media, and the distinction between and relationships among media, in this so-called process of “media convergence” [1, 2]: whereas with connectivity and the increase in band width, in addition to devices becoming more and more powerful, it is increasingly possible for individuals to access media from different devices, at different moments of their lives and to use different devices simultaneously [3]. This appears to be a limitation in extant research, considering how potentially important it would be for companies, the advertising industry and marketers in general to better understand how to approach communication, advertising and, in general, customer relationship management in the new scenario enabled by media convergence. The rest of the paper is articulated as follows: first, we will refine the concept of media converge in order to introduce the centrality of the variable “context” in the analysis of the impact of media convergence on customer behaviour This will lead to the definition of the framework for the empirical exercise which will be first introduced from a methodological viewpoint and described in terms of results. These results will suggest implications, which will be discussed in the last section of the paper
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