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Chyi chadha2011

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Chyi chadha2011

  1. 1. News on New Devices: Examining Multiplatform News Consumption in the Digital Age H. Iris Chyi, Ph.D. Assistant Professor School of Journalism The University of Texas at Austin Monica Chadha Ph.D. Student School of Journalism The University of Texas at Austin Paper presented at the 2011 International Symposium on Online Journalism, Austin, Texas, April 1-2, 2011
  2. 2. Today, multiplatform news delivery is a reality.
  3. 3. How about multiplatform news consumption?
  4. 4. Cross-media product portfolio • Computer • Destop/laptop • Netbook • Smartphone • iPhone • Other smartphones • e-book reader • iPod Touch • iPad
  5. 5. New devices for news use • Newsfulness • the likelihood of a multi-purpose device being used for news access, which is calculated by dividing the numbers of user who use the device for news access by the total number of owners of that device. • How “newsful” are these devices?
  6. 6. Method • A random-sample online survey of 767 U.S. adults (18 years and older) • Data collection: August 3-6, 2010 • About 4 months after the iPad was launched • The weighted sample is reasonably representative of the U.S. Internet population.
  7. 7. Questions & findings • What are the penetration rates of various electronic devices? • To what extent do people access news through their owned devices? • For a particular multi-purpose device, what is the likelihood that it is used to access news?
  8. 8. A B C E Ownership or regular access (%) Use for news at least once a week (%) Use for news everyday (%) Newsfulness daily (C/A) Computer Desktop or laptop 98.8 74.9 46.1 0.47 Netbook 12.4 9.4 4.3 0.35 Smartphones iPhone 10.1 9.1 3.3 0.33 Other smartphones 14.9 10.5 3.0 0.20 iPod Touch 12.9 6.9 2.1 0.16 e-reader (e.g., Kindle) 5.7 5.3 1.6 0.28 iPad 5.1 6.7 1.8 0.35
  9. 9. How many devices are used for news? • The average number of devices used for weekly news access is 1.2. • 24% of the respondents did not use any electronic device to get news on a weekly basis. • 57% used 1 such device to access news. • 10.4% used 2 devices for news. • Only 8.5% used 3 or more such devices to get news.
  10. 10. Technology cluster • H1: There is a positive relationship between the use of one device for news and the use of other devices for news, after controlling for news interest. • Supported.
  11. 11. Predictors of ownership/news use • What are the predictors of ownership of multiple electronic devices? • Age, income, education, student identity, news interest • What are the predictors of news access through multiple electronic devices? • Same factors except income and student identity
  12. 12. How do users enjoy reading news on devices? Electronic Devices Enjoyment level among users (0-7) Traditional Platforms Enjoyment level among users (0-7) Computer Print newspapers 5.94 Desktop or laptop 5.89 TV 6.09 Netbook 5.19 News magazines 5.16 Smartphones iPhone 5.52 Other smartphones 4.72 iPod Touch 5.12 e-reader (e.g., Kindle, Nook, etc.) 5.07 iPad 5.46 Average 5.28 5.73
  13. 13. Newer devices are not quite newsful • The computer is more often used for news access than newer, fancier, more portable devices. • Coupled with the modest to low penetration rates of these devices, actual news consumption that occurs on new devices is limited. • Media companies should exercise caution when adopting a technological deterministic approach towards the future of news.
  14. 14. News use on multiple devices: Not yet a reality • An Internet user used 1.2 new devices for news. • Adoption of new electronic devices for news is generally restricted to a particular group of people, who are: • Younger • Better-educated • More interested in news
  15. 15. Newer does not mean more enjoyable • New devices are not perceived as more enjoyable for accessing news in comparison to the traditional platforms. • Legacy media will continue to play an important role in providing news to the interested consumer.
  16. 16. Other concerns • Multiplatform news organizations (Rosenstiel & Mitchell, 2011): • increasingly rely on aggregators (Google) and social networks (Facebook, Twitter) to help draw audiences, • must follow the rules of device manufacturers (Apple) and software developers (Google) to get their content delivered. • Each new player takes a share of the revenue and control audience data.
  17. 17. Conclusion • Product portfolio expansion does not always improve company performance (van Kranenburg, 2005). • Media firms should evaluate how users respond to their cross-media product offerings with reality-based data to develop proper strategies.
  18. 18. Thank you. • This study was funded by the University of Texas at Austin 2009-2010 Research Grant • For questions, please contact Iris Chyi at chyi@mail.utexas.edu

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