New Media Usage Research Articles

New media adoption and usage among Flemish youngsters

This article presents a study on the adoption and usage of new media among a representative sample of Flemish youngsters. Some major findings include the dominant role of computers and Internet in the media behavior of these youngsters, challenging traditional media such as TV and radio. However, the supposed popularity of mobile applications and gaming among youngsters was not universally present in our sample, which led us to look for different profiles within the data. Based on the adoption of new media technology and devices, the studied sample could be divided into four distinct profiles by means of a latent class analysis. The first profile is the youngest and shows high adoption rates of new media devices and technology. Their usage is clearly oriented towards entertainment and includes gaming and various mobile applications. The second profile has a female and working profile with an average usage and adoption of new media. The usage is mostly professional and convenience-oriented in nature, without interest in gaming or mobile applications. The third profile is distinctively male and focuses its media usage on computer, Internet and mobile applications, but clearly show no interest in (mobile) gaming consoles. The fourth and final profile is the oldest and counts the least students. It is the least equipped in terms of new media. However, they are more likely to use their less advanced devices to their full potential. By this, this article challenges the stereotypical view of young people as ‘homogenous mass’ of early adopters of new media devices and technologies by showing that there are different types of media users and usage among youngsters.

New media: debunking the myths

PurposeThis article describes emerging trends in the usage of new media – internet, mobile broadband, e‐commerce, internet‐enabled entertainment, social networking and others – and outlines implications for commercial companies seeking to communicate more effectively with their customers and media companies seeking to develop new business models. The article includes the findings from a proprietary survey of new media usage among 2,100 US households.Design/methodology/approachIn this article, the author leverages the findings from a proprietary survey of new media usage conducted by L.E.K. Consulting. The author then draws strategic implications for both commercial users of new media and media companies themselves.FindingsKey findings from the survey are: new media are not only for the young. In fact, internet users in the 50‐64 age demographic spend more time online than the those in the 18‐24 age group. Traditional demographic segmentation based on age and income level does not work well to describe new media usage – instead membership in specific technology segments (e.g. “iPhone Nation”) – provides a better framework to describe target segments. New media usage has expanded to include all income levels, with almost half of the heaviest new media users reporting incomes below $25,000. Games have become a much more broad‐based activity, with almost everyone engaging in some kind of new media gaming activity.Originality/valueThe key message of this article is that usage of new media have become ubiquitous across all categories of customers. The author provides a range of specific recommendations to help companies embrace this change, identify new untapped opportunities and unlock new value for customers and shareholders.

The post-modern paradigm – a framework of today's media impact in cultural space

This paper analyses the present usage of new media and of the virtual spaces in the contemporary day to day life. Our analyses underline how the post-modern theorists considered the main concepts as explanatory in describing the changes in the social life, in the cultural space, in the human-machine relationship. The concept of “virtual” represents one of the main concepts used in post-modern paradigm due to its specific features. We try to demonstrate that post-modern paradigm is explaining the framework of today media impact in cultural, social and human space, we present the main debates and points of view of the contemporary theorists that described in their work the features of post-modern life, the main concepts and effects on our day to day life (Lyotard, Derrida, Habermas, Foucault, Baudrillard).

Young adult consumers' media usage and online purchase likelihood

Young adult consumers have grown up with computers, with a resultant overspill in new media applications such as the internet, email, blogging, twitter and social networks. In view of this, marketers have to ensure that they understand these consumers’ wants and needs and are knowledgeable on how to get their messages across to them. The objectives of the study are to establish the media usage of traditional versus new media, as well as the usage of internet versus print media. The study also aims to determine whether online purchasers will show increased likelihood to purchase online and whether online purchasing will appeal more to males or females. The target audience included students between 18 and 24 years at one of South Africa’s largest residential universities. Convenience sampling resulted in 1 298 completed questionnaires. The results indicate that young adult consumers use new media more frequently than traditional media. Respondents with online shopping experience displayed a higher online purchasing likelihood than those who have not used this medium before. Male consumers are more likely to purchase online than their female counterparts. The study emphasises the importance of understanding the role of media in building an effective communication platform to meet the changing needs and desires of young adult consumers. Key words: media, new media, traditional media, online, purchase intent, internet

Alfabetización visual en nuevos medios: revisión y mapeo sistemático de la literatura

Muchos investigadores han tratado anteriormente con la alfabetización visual en los usuarios de nuevas tecnologías donde se utilizan imágenes. El objetivo de esta investigación es presentar una revisión sistemática de la literatura para identificar, analizar y clasificar los enfoques publicados y así encontrar, respaldar o mejorar las investigaciones que se realizan desde la perspectiva de las nuevas tecnologías. Como resultado, este estudio identifica 39 artículos en los que relacionan la alfabetización con las nuevas tecnologías o las imágenes en redes sociales. Se localizan varios enfoques principales donde se relacionan los nuevos medios con alfabetización visual: en educación, en tecnologías de la información y comunicación, en arte y diseño, comunicación, psicología, demografía, aspectos profesionales o ciencias de la información. Pero estos enfoques carecen de estandarización y son principalmente soluciones para cada uno de los hechos concretos presentados. El principal campo en el que se investiga este concepto es el que relaciona las imágenes con la educación. Se intenta demostrar la importancia de las imágenes en la vida diaria y su relación con el aprendizaje formal. Algunas soluciones encontradas en la literatura (aunque poco frecuentes) llegan a la conclusión de que, gracias a algunas herramientas diseñadas para ello, se podría llegar a observar el estado de la alfabetización visual en usuarios de nuevas tecnologías y nuevos medios. A pesar de diversos trabajos que tratan este tema y sus desafíos, es necesario seguir mejorando la investigación en esta área mediante la aplicación de técnicas y que den lugar a soluciones estandarizadas, que permitan explorar nuevas formas de analizar e interpretar la alfabetización visual, evitando las soluciones pensadas para cada investigación o evaluando soluciones propuestas.

Tweens and new media in Denmark and Hong Kong

PurposeThe purpose of this paper is to present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. Further, it shows the ways of finding new interesting web sites.Design/methodology/approachIn 2004‐2005 a survey was conducted in Denmark and Hong Kong of 434 fourth, fifth and sixth class students. Questionnaires were distributed in six elementary schools. Hypotheses about new media ownership and usage in the two societies are formulated based on the economic development and individualistic/collective cultural dimensions of the societies.FindingsHousehold ownership of new media, ownership of mobile phone and heavy use of the internet were found to be more prevalent among Danish tweens than among Hong Kong tweens. Danish tweens were more likely to use mobile phones and the internet for interpersonal communication and for enjoyment than Hong Kong tweens. Hong Kong tweens used the internet more for educational purposes than Danish tweens. The results seem to support that adoption and consumption of new media are motivated differently in cultures of individualism and collectivism, and consequently that the tween consumer segment is not as globally homogeneous as it is claimed to be.Research limitations/implicationsThe study was based on a convenience sample, thus it may be problematic to generalize from the findings.Practical implicationsThe study can serve as a guideline for marketing communication targeting tweens. The emphasis on the hedonic use and social function of new media may be suitable for a highly developed, individualistic society. In collective societies, marketers may need to put emphasis on the instrumental values of new media, such as improving academic performance.Originality/valueThis paper offers insights into designing communication strategies for Danish and Hong Kong tweens, particularly when incorporating new media. Findings are compared with existing preconceptions of the tween segment in the marketing literature.

Children's usage of media technologies and psychosocial factors

Media use has changed considerably during the past five years and earlier research has produced contradictory results on how media use links to children's psychosocial factors. This study charts the access to and use of several media technologies among 825 Norwegian schoolchildren between 10 and 12 years of age. The questionnaire contained items concerning children's self-concept, parental monitoring and social competence. It found that children engage with different kind of media activities and some of these are significantly related to psychosocial factors, however, these correlations were in general quite small. Entertainment usage was associated with low scholastic competence. Both utility usage and heavy advanced usage of new media were related to self-perceptions of athletic competence. Low social acceptance was linked to Gameboy usage and advanced usage of media. Finally, there was a relationship between experienced parental monitoring and utility usage of media technology. The possible implications for these empirical relations are discussed.

ENTWICKLUNGSTENDENZEN UND ZUKUNFTSPERSPEKTIVEN NEUER MEDIEN IN DER BILDUNG

The usage of new media and learning types is a complex and dynamic field. Simple statements concerning the potential, efficiency and effectiveness of E‐Learning are often based on wrong and undifferentiated premises. These statements are discussed with regard to the different types of E‐Learning. It is pointed out that there is a need for communication and cooperation as it is supported in Tele‐Tutoring and Computer Supported Cooperative Learning. By using these types of learning in combination with blended learning, the full potential of learning with new media can be tapped.

Audience orientations toward new media

The proliferation of new communication technologies over the last 2 decades has increased opportunities for audience activity by offering more choices and greater control aver the communication process for media consumers. However, extant research on the degree of user activity with new media portrays conflicting views of audience members as more active or more passive. This study attempts to sort out this issue by exploring audience activity levels among users of new and traditional media, as indicated by instrumental or ritualized orientations toward media use. Results indicate that new communication technologies are motivated by both instrumental and ritualized motives, but are used more instrumentally than traditional channels, particularly among older users.