Research On Audiences' Simultaneous Usage Behaviors Of Multi-media In The All Media Era

The society now has stepped into the Screen Age,in which Screen can also be understood as a kind of media device.The video matrix made up of terminal screens makes us have to admit that the multi-screen age has been activated.To some extent,the technology development related to multi-media and interactive media has opened up a new situation for the media broadcast.The multi-screen mentioned here is one kind of the Simultaneous Usage Behaviors of Multi-Media.The core content of this article focuses on the appearance reason of the Simultaneous Usage Behaviors of Multi-Media and its development,as well as the audiences' behaviors during the sharing of media devices.First,we need to clarify the article's media background,which is the background of the All Media Era presented in the main body of this article.We also need to distinguish among several concepts of words such as All Media,Multi-Screen,Cross-Screen,and Simultaneous Usage Behaviors of Multi-Media clearly.Then through secondary data analysis,we get to know the current research on the Simultaneous Usage Behaviors of Multi-Media both in domestic and abroad.We specify the appearance,development and popularization of the Simultaneous Usage Behaviors of Multi-Media,including technical support in the way of multi-media interaction(such as DLNA,Airplay and Miracast),media environment and content moving among the media provided by the Triple Play,interaction patterns and the phenomenon of the sharing of media devices based on social interaction.All of these provide a good premise for the Simultaneous Usage Behaviors of Multi-Media.This article also focuses on the features of the audiences rebuilt in the All Media Era.In addition,this article summarizes the audiences' properties in the Simultaneous Usage Behaviors of Multi-Media,which include the changing from passiveness into proactiveness,the re-aggregation of the attention and the overlapping of the audiences.This article also presents the thinking on whether the proactive audiences have been forming up.The usage of data analysis software to analyze the questionnaire results of the audiences'media sharing habits is another focus of this article.First of all,the author has issued 1010 questionnaires on the network platform.Then,the author uses SPSS(a kind of data analysis software)for data analysis.The specific analysis methods consist of frequency analysis,bivariate statistical analysis,X2 test(Chi-squared test),factor analysis and cluster analysis.To put it simply,after the data is processed,the author analyzes the habits of people being investigated on single-media and Simultaneous Usage Behaviors of Multi-Media,as well as the motivation of Simultaneous Usage Behaviors of Multi-Media.This article makes the following conclusions:1)among all the usage behaviors of audiences on single-media,mobiles have the highest usage frequency.In one week,the percentage of audiences using mobiles every day reaches 66.8%,which is almost two times the value of audiences using TVs.2)Due to the sociability and operability of mobiles,audiences care more about the information received on mobiles in simultaneous usage behaviors of multi-media,while TVs always act as the background.3)The number of audiences that have simultaneous usage habits of multi-media intends to increase.The simultaneous usage habits of multi-media of audiences are related with how they are relying on the media device,and those who have the habits to use media heavily are more likely to develop a habit of simultaneous usage behaviors of multi-media.4)The easy-to-get motivation is one of the most important motivations for simultaneous usage behaviors of multi-media.This article tries to pay the most attention to the appearance reason and development process of the Simultaneous Usage Behaviors of Multi-Media,and highlights the features of the audiences behind such behaviors and the objectivity and representativeness of the data.The author tries its best to ensure the authority and operational capability in practice,and to a certain degree,find the common features of the audiences during the process Simultaneous Usage Behaviors of Multi-Media and their practical application meaning.