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Young persons’ willingness to pay for cross-media consumption: a study of demand and use in a multi-platform media environment.
Malmö University, Sweden.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.ORCID iD: 0000-0002-6937-1032
2018 (English)In: 7th European Communication Conference Centres and Peripheries: Communication, Research, Translation Conference Booklet, 2018Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

In the current media landscape, cross-media consumption is not a new occurrence, in particularly not for younger consumers. Young consumers are a target group highly sought after by the media industry, but it has been hard to get this group to pay for content, especially for non-entertainment such as news, and thus, to found business models that work in a digital environment (e.g. Chiou and Tucker 2013;Goyanes 2014). There have, however, been indications that younger people are more inclined to pay for online content than print (e.g. Chyi and Lee 2013; Goyanes 2014; Picard 2014). In the present study, we investigate the cross-media demand of younger people and their willingness to pay for media content by using a survey based on a probability sample of Swedish participants aged 16-31 (n=1287); what platforms and content they use, what they pay for and how much they are willing to pay. By studying attitudes to access as well as actual inventories of access among young people, media-usage patterns and perceptions can be understood as taking place within set frames. These frames are set by various actors, in this study theoretically based on definitions of audiences (e.g., McQuail 2010), diffusion of media and cross media use (e.g., Rogers 2005), and consumer behaviour (e.g., Ekström 2010). The preliminary results indicate that the respondents both use and highly value access to both old and new media content and services and want to gain access to general as well as particular content.But in line with previous research, consumers do not always use what they prefer and are not willing to pay for what they use (e.g. Chyi and Lee 2013; Cook and Attari 2012). Price and supply were considered important, but currently the respondents “solved their media consumption in other ways” than paying, however, video-on-demand and streaming solutions, as well as particular content (like sports or TV series), were found to be more attractive to pay for. Subscription-based revenue models also appeared more appealing than one-time payments. These results can have important implications for the media industries future businesses.

Place, publisher, year, edition, pages
2018.
National Category
Media Studies
Research subject
Computer and Information Sciences Computer Science, Media Technology; Media Studies and Journalism, Media and Communication Science
Identifiers
URN: urn:nbn:se:lnu:diva-81592OAI: oai:DiVA.org:lnu-81592DiVA, id: diva2:1301705
Conference
7th European Communication Conference (ECC) "Centres and Peripheries: Communication, Research, Translation" October 31- November 3, 2018, Lugano, Switzerland
Available from: 2019-04-02 Created: 2019-04-02 Last updated: 2019-04-11Bibliographically approved

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Severson, Pernilla

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • en-US
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  • Other locale
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Output format
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