멀티플랫폼에서의 콘텐츠 이용 행태에 대한 연구

다국어 초록 (Multilingual Abstract)

This study aims to examine the effect of multiple platforms (due to digital technology) on viewing attitudes about a variety of contents. According to our research: i) the internet is primarily used to search for information, ii) internet VOD is used more on week days than any other media ,iii) terrestrial TV and Cable TV are predominantly used for entertainment contents, iv) DMB (most often watched on mobile media) allows for geographic freedom while IPTV and VOD (which can be viewed at anytime)allow for temporal freedom, v) genre preferences are correlated with particular platforms such as dramas with terrestrial TV, shows and entertainment with Cable TV, and movies with IPTV and VOD. These results suggest Internet VOD and IPTV play the role of complementary media. In addition, these results imply the diffusion of active audiences, an increasing and positive use of multi-platforms and the sharing of terrestrial TV viewing rates with various media. As we expect these tendencies to continue to increase, we recommend that broadcasters and advertisers consider new strategies to hold audiences and find new assessment methods for commercials that account for the differing platforms effect on the outlay for advertisement.