Motivations for the complementary use of text-based media during linear TV viewing: An exploratory study

We analyze TV viewers' motivations for the text-based media during linear TV viewing.The most frequent complementary use type is a set of 'TV-smartphone-KakaoTalk'.There are five major motivations for the complementary use of text-based media and TV.Depending on text-based media, the motivations for the complementary use differ.Depending on the program genre, the motivations for the complementary use differ. The phenomenon of complementary use of text-based media, such as social media or instant messaging (IM), during linear TV viewing has been growing. This represents a new pattern of TV consumption, and is worth studying from a business as well as an academic perspective. In this paper, we present our findings from an exploratory study of 66 users who were interviewed to determine their motivations for the complementary use of text-based media during linear TV viewing. Five major use motivations were identified: communication about the impressions of a broadcast; information sharing and seeking; feelings of coviewing; curiosity about others' opinions; and program recommendations. We classified use motivations according to program genre, and also conducted a comparative analysis on how use motivations differ when using KakaoTalk (a form of instant messaging) and Facebook. Our work clarifies the use motivations of text-based media during TV consumption, which has not been addressed in previous studies, and provides insights into implementing text-based media that is complementary to linear TV viewing. Most interviewees in this study, however, were KakaoTalk users; future studies should explore users of more diverse types of text-based media.

[1]  J. Gosby.  MEDIA REVIEWS: Basics of Qualitative Research - Techniques and Procedures for Developing Grounded Theory 2nd Edition by A. Strauss and J. Corbin. Sage Publications, , 2000 .

[2]  Ofcom.  International communications market report 2015 , 2015 .

[3]  Jeremy P. Birnholtz,et al.  Adopt, adapt, abandon: Understanding why some young adults start, and then stop, using instant messaging , 2010, Comput. Hum. Behav..

[4]  J. Blumler.  The Role of Theory in Uses and Gratifications Studies , 1979 .

[5]  David J. Atkin,et al.  Predicting Use of Technologies for Communication and Consumer Needs , 1996 .

[6]  A. Rubin.  The uses-and-gratifications perspective of media effects. , 2002 .

[7]  Denis McQuail,et al.  Sociology of Mass Communication , 1985 .

[8]  Artemio Ramirez,et al.  `IM me': Instant messaging as relational maintenance and everyday communication , 2009 .

[9]  P. Valkenburg,et al.  The Effects of Instant Messaging on the Quality of Adolescents’ Existing Friendships: A Longitudinal Study , 2009 .

[10]  Alan M. Rubin,et al.  Psychological Predictors of Television Viewing Motivation , 1991 .

[11]  Joseph M. Kayany,et al.  Displacement Effects of Online Media in the Socio-Technical Contexts of Households , 2000 .

[12]  Michael Lynn James,et al.  An exploratory study of the perceived benefits of electronic bulletin board use and their impact on other communication activities , 1992 .

[13]  J. Habermas,et al.  The structural transformation of the public sphere : an inquiryinto a category of bourgeois society , 1991 .

[14]  A. Rubin,et al.  Predictors of Internet Use , 2000 .

[15]  Adam N. Joinson,et al.  Looking at, looking up or keeping up with people?: motives and use of facebook , 2008, CHI.

[16]  Frank Biocca,et al.  Toward a More Robust Theory and Measure of Social Presence: Review and Suggested Criteria , 2003, Presence: Teleoperators & Virtual Environments.

[17]  Matthew Lombard,et al.  Understanding Instant Messaging: Gratifications and Social Presence , 2006 .

[18]  Charles R. Bantz,et al.  EXPLORING USES AND GRATIFICATIONS , 1982 .

[19]  D. McQuail.  The Television Audience : A Revised Perspective , 1972 .

[20]  Loren G. Terveen,et al.  CollaboraTV: making television viewing social again , 2008, UXTV '08.

[21]  Crysta J. Metcalf,et al.  The uses of social television , 2008, CIE.

[22]  P. Korgaonkar.  A Multivariate Analysis of Web Usage , 1999 .

[23]  Yifeng Hu,et al.  Friendships through IM: Examining the Relationship between Instant Messaging and Intimacy , 2006, J. Comput. Mediat. Commun..

[24]  N. Hoffart.  Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory , 2000 .

[25]  John Eighmey.  Profiling user responses to commercial web sites , 1997 .

[26]  Donghee Yvette Wohn,et al.  Tweeting about TV: Sharing television viewing experiences via social media message streams , 2011, First Monday.

[27]  Anabel Quan-Haase,et al.  Instant Messaging on Campus: Use and Integration in University Students' Everyday Communication , 2008, Inf. Soc..

[28]  Hui-Yi Ho,et al.  Uses and gratifications of mobile application users , 2010, 2010 International Conference on Electronics and Information Engineering.

[29]  M. F. Brady,et al.  Why shy people use instant messaging: Loneliness and other motives , 2010, Comput. Hum. Behav..

[30]  Lynn Spigel,et al.  Make Room for TV: Television and the Family Ideal in Postwar America.@@@Fashioning the Feminine: Girls, Popular Culture and Schooling. , 1993 .

[31]  Asta Bäck,et al.  Social Media Roadmaps: Exploring the futures triggered by social media , 2008 .

[32]  A. Rubin.  Television uses and gratifications: The interactions of viewing patterns and motivations , 1983 .

[33]  Pablo César,et al.  The implications of program genres for the design of social television systems , 2008, UXTV '08.

[34]  Danah Boyd,et al.  Social Network Sites: Definition, History, and Scholarship , 2007, J. Comput. Mediat. Commun..

[35]  Anabel Quan-Haase,et al.  Uses and Gratifications of Social Media: A Comparison of Facebook and Instant Messaging , 2010 .

[36]  Gunnar Harboe,et al.  In Search of Social Television , 2009, Social Interactive Television.