New Model of Media Consumption in 'Age of Interruption'
One approach is that all media needs to be shorter and sent across platforms where users can control their viewer experience, so that audiences get the message and pay attention, the research concluded. A second approach is being context aware: the key factor driving usage time for Young Mobiles is mobile access. They want media anywhere and anytime -- and, most importantly, on their schedule.
Today we have more access to media than ever before
Most devices can be paused (even live TV) to accommodate our lifestyles. Further fracturing our media experiences
We are definitely in an 'age of interruption,
Short said. "Viewer segments are becoming shorter and shorter; and longer-sequence media is in danger of being crowded out."
"How much media, and what media, do people actually pay attention to?" He identified three primary types of media consumers and analyzed their daily media usage factoring in selective attention, multitasking and passive monitoring.
Accounting for selective attention and multitasking, their daily media hours are 8:03, with 51 percent of that time spent on video and 22 percent on communications.
On Demand Demand services are very important. If a viewer has requested an On Demand service, there is a much higher likelihood that the user will pay more attention to it and view it with less interruption. Therefore, as people get increased user control over devices and applications
Consumers can be in control of their own programming
The study identified additional priorities for content providers:
Roco as a content provider?
They access SVOD-DVR (only), Netflix, Pandora, online news, social media and messaging. Accounting for selective attention and multitasking, their daily media hours are 6:52, with 39 percent of that time spent on video (including Internet and mobile video and TV) and 26 percent on communications (including social media, messaging and voice calls).
University of Southern California Marshall School of Business. (2014, December 3). New Model of Media Consumption in 'Age of Interruption'. ScienceDaily. Retrieved October 4, 2022 from www.sciencedaily.com/releases/2014/12/141203151806.htm