Methods for Analyzing Millennials’ Characteristics and Contexts of Media Usage in Multi-Device Environments

Abstract

It is an era of multi-device. Today's users produce and consume media by using various devices in various environments. Especially millennials have been in contact with digital devices likes PC, tablet, and smartphone since childhood, so their behaviors to produce and consume media by using the digital devices can be displayed diversely compared with other generations. Their needs on the media products can also be diverse. In developing process of media products, it is important to grasp users' media usage patterns and divide them into several groups that show similar characteristics to appropriately respond to their needs. By doing this, it is possible to understand the user more precisely, and developers or marketers can develop appropriate functions or strategies for each group to improve the users’ satisfaction. For that reason, this study is a research related to investigation of millennials’ behavior to produce and consume media by using multiple devices. It suggests a method to group millennials by their context of media use based on a survey of their media and related devices usage. The result of the study can be used to develop a user model or user scenario for product development and marketing.