Towards a unified Media-User Typology (MUT): A meta-analysis and review of the research literature on media-user typologies

Abstract

Considering the increasingly complex media landscape and diversity of use, it is important to establish a common ground for identifying and describing the variety of ways in which people use new media technologies. Characterising the nature of media-user behaviour and distinctive user types is challenging and the literature offers little guidance in this regard. Hence, the present research aims to classify diverse user behaviours into meaningful categories of user types, according to the frequency of use, variety of use and content preferences. To reach a common framework, a review of the relevant research was conducted. An overview and meta-analysis of the literature (22 studies) regarding user typology was established and analysed with reference to (1) method, (2) theory, (3) media platform, (4) context and year, and (5) user types. Based on this examination, a unified Media-User Typology (MUT) is suggested. This initial MUT goes beyond the current research literature, by unifying all the existing and various user type models. A common MUT model can help the Human–Computer Interaction community to better understand both the typical users and the diversification of media-usage patterns more qualitatively. Developers of media systems can match the users’ preferences more precisely based on an MUT, in addition to identifying the target groups in the developing process. Finally, an MUT will allow a more nuanced approach when investigating the association between media usage and social implications such as the digital divide.