The Research About Audience Media Use Behavior Of Multi-screen Media

To get a deep understanding and analysis of people’s media usebehavior as well as its substantial reasons, this paper takes the focusgroup method. Based on the uses and gratification theory and mediumdisplacement theory, this study adopts three dimensionalities-the basic useform of these three media, media use motivation and gratification toexplore people’s screen media use behavior.This research shows that the degree of dependence about smart phonehas been much more lager. The smart phone is not only a communicationtool but also a life assistant or relaxation tool. As for computer, peoplealways use it for the demands of work, tool and entertainment, becausecomputer has abundant information and great user experience. When itcomes to TV, with its concomitant and family meaning, it has gain aspecial functional niche. Additionally, this study also concerns thedifferences of media use behavior between different groups of personswhich have showed a lot of significance.In the end, according to a comparison of respondents’ motivation ofmedia use and the general information about their daily media use, thisstudy summarized three pieces of supplements for the uses andgratification mode put forward by Zhuneiyulang.