Insight into everyday media use with multiple screens
Number of pages
SourceInternational Journal of Advertising, 36, 5, (2017), pp. 779-797
Article / Letter to editor
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Communicatie- en informatiewetenschappen
International Journal of Advertising
SubjectLanguage & Communication; Persuasive Communication
Multiscreening has been shown to affect consumers' brand attitudes and their memory of advertisements. However, little is known about the prevalence of using multiple screens simultaneously. The aim of this study is to provide insight into multiscreening by examining its prevalence, the composition of screens, and who is likely to multiscreen. A diary study with a representative sample of the Dutch population (n = 2,399) was conducted. First, the results showed that almost 60% of the participants multiscreened at least once. They multiscreened on average three days a week, mostly on Sundays, and on average more than 80 minutes per day. Second, the most prevalent screen combinations were TV-smartphone, TV-laptop, and TV-tablet. Third, multiscreeners were on average 41 years old, predominantly female, have a higher than average education, and own on average more than four screens. Finally, it was found that, in general, younger participants multiscreened longer than older participants.
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