User Perspectives on Media Convergence: Results from Quantitative and Qualitative Studies

Abstract

This chapter investigates the user perspective on new media, and especially on how the convergence between television and mobile technologies is experienced in highly connected societies. It relies on three user studies aiming at exploring current and future practices with televisions and mobile phones in Denmark and Japan, two countries with high technology penetration rates. First, an online survey conducted in the spring of 2012 explored mobile phone and television usage separately as well as jointly, as in mobile television and in a second screen setup. In addition to this quantitative study, four panel discussions took place in Denmark, during which media consumers of all ages were introduced to and discussed issues specific to second screens. They manipulated a number of high-fidelity prototypes and debated on issues of separation of content and control as well as on prompting for interaction. Finally, the personal relationship between TV and mobile phone owners and their devices was explored in Denmark and Japan through participant-generated drawings. These drawings revealed how media is used at home, what mobile devices their owner carries around, and personal memories related to television and mobile phones. Based on these studies, the proposed chapter identifies a number of trends concerning the near future of converging media solutions as seen by their future users.