Research "dual" Media Usage Behavior

With the coexistence of traditional media and new media, the way peoplewatching TV has changed tremendously. Due to the lack of interactivity and loss ofattraction in content, the first screen, TV, has become the background of people’sdaily life. While the second screen, such as smart-phones, pads and computers,combines multi-platforms, it allows people to use the two screens simultaneously,which has become more and more popular within users.By using questionnaires and in-depth interviews, author finds that themultitasking behavior often happens during those TV programs that do not needviews’s full attention and those that could arouse discussion. People often apply ontheir SNS in the second screens by posing information and interacting with friends,which is one of the key behavior of multitasking.Author finds that people multitask to fulfill their five main demands, the demandof obtaining information, the demand of social interaction, the demand ofentertainments, the demand of control of media, and ritual demand.The interaction between TV and the second screen will continue to grow. If theinternet platforms and the TV stations can be well connected and combined, thesecond screen will attract those young people back to TV, in which the SNS shouldplay a key role. With the cooperation of TV and second screen, people will have amore comfortable and pleasant media experiences.