Study On University Students’Cross-screen Usage Behavior

Nowadays consumers are increasingly reliant on different kinds of screens, ranging from PC; tablets; e-readers to smartphones, from large screens to small screens. The hyper-mobility and seamless connection among these devices is changing the way from primetime to always-on screen. Our screens have become more powerful than the sum of their parts. As to the individual screens provide a device-driven layer of content that affects how consumers absorb and react to content. Therefore, more and more researchers and insiders start to pay attention to user behavior behind the screens recently, and consequently the business way shift marketing needs. However, in the mobile dominated world, a lack of study on the cross-screen or multi-screen behavior are widening the gap between demand and market supply, although companies like Nielson, Google, Microsoft, iresearch as well as advertising and media companies are keeping an eye on this area. Nevertheless, most of previous studies about cross-screen on the business level are refined in the video industry, and most of them focused on single-device level; there is a broad space not referring to, such as shopping, social networking as well as reading which brings us a lot of imagination about the overall analysis of cross-screen and integration of path-way behavior from screen to screen. In this paper, ours screens are refined to smartphones, tablets, e-readers and PC, and three scenarios were selected to analysis behavior on each screen and its path-way to understand the overall background of cross-screen behavior in the university. In terms of the structure of this paper, there are five parts in our study. A full introduction and literature review were shown in the first and second chapter to tell you what is going on about multi-screen in and out of China. And then in the third chapter, we explained the methodology applied, including questionnaires, interviews, comparative and contextual analysis. A survey and interview were conducted to explore users behavior of cross-screen, utilized comparative and contextual analysis and we aim to discover the university students’usage behavior on each screen. Chapter four is your main part to show cases of shopping, social networking and reading behavior to find out value of cross-screen behind and their cross-screen pathways. We know it is now critical that marketers take a holistic view of their strategy where they adapt to consumer need-state driving multi-screen behavior. Consequently, we throw light on marketing practices based on the overall research in the final part of our study.