밀레니얼 세대의 멀티 디바이스 미디어 이용에대한 조사 및 분석

Abstract

Objective: The aim of this study is to understand the multi-device media usage behaviors of the 'Millennial' generation, focusing particularly on music, photo, and videos. Background: Millennials are generally defined as those who were born between early 1980's and early 2000's, and they are known to be familiar with various digital devices since childhood. Since they constitute more than 30% of the global population, they now became the most important target users for most companies. Therefore, identifying the characteristics of the millennials and reflecting them in product development is now essential to be successful in the market. Although many studies have been conducted to understand the characteristics of the millennials, they focus on the common characteristics of millennials as a whole. Method: In this study, an online survey was conducted with a total 360 millennial users. Participants responded to survey questions including the degree of interest in media and media devices, degree of media usage, types of media devices in use, goals and purposes of media usage, and the pain points of using media in a multidevice environment. Results: The results showed that the millennials were generally interested in new media devices or services and that they were willing to utilize a variety of functions to enrich their media life. Different from our expectations, however, not all of them were so active in investing money to purchase numerous media devices or services. In a multi-device environment, the millennials were consuming media using a variety of wireless devices, such as smartphones, digital camera, tablet PC, and Bluetooth speakers or headphones, but were having difficulty in using them. Conclusion & Application: This study investigated the media usage of the millennial users. The results of this study are expected to help designers to better understand the media-related characteristics of this emerging generation in more precision and to offer devices and services that millennials love.