Click on the PDF link for the complete article.
ABSTRACT
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. Crossmedia 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.
- © Copyright 2010 The ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
Log in using your username and password
Vol 50 Issue 2
