A Study On Audience Media Use Of Grass Roots Video APP

The paper based on the grassroots video starting point for research,from the use and satisfaction theory analysis grassroots video APP development characteristics. The academic study of grassroots video focuses on the difference between the grassroots video and traditional film and television. Take it as the research object, carding the development, characteristics, combined with the research of communication is more less. On the use and satisfaction theory can make up for the academic field blank. The author used literature study and questionnaire investigation, through quantitative research methods to understand the grassroots video APP using characteristics of the user.Try to draw the grassroots video class APP users demand characteristics in the process of media use.Studies had found that based on the characteristics of the user purpose reach user's personalized needs of entertainment; Survey have found:Women,young people,Urban residents are the main users of Grassroots video APP;4G or 3G network environment is also the choice of grassroots video APP users;Entertainment and the acquisition of the latest information are the main reason for the user to use the grassroots video APP;Grassroots video APP social attributes are growing;Grassroots video and professional video gap gradually narrowed;Grassroots video class APP earnings need to pay the habit of maturity.From the early "magic bullet theory" to "use and satisfaction" theory, from the "media" to the "receiver", it can be seen that the user in the role of media development gradually strengthen, changes in the medium of user demand also indicates the direction for the future of grassroots video APP.