Cracking the Cross-Media Code: How to Use Single-Source Measures to Examine Media Cannibalization and Convergence

摘要

ESPN Research + Analytics has developed seven basic concepts of cross-media research and behavior by examining behavioral cells of users and usage. They found that the heavier user of one medium tends to be a heavier user of other media. Cross-media usage is not a zero-sum game-rather, the media pie is growing because of "new markets of time." While earlier speculation focused on convergence, time spent using more than one medium at a time is limited. Media users are using different media platforms at different times and in different places for different purposes-the best available screen for their location.