Consumer expectations as drivers of media change
2007 (English)In: ADVANCES IN PRINTING AND MEDIA TECHNOLOGY, VOL XXXIV / [ed] Enlund, N, Lovrecek, M, Zagreb: ACTA GRAPHICA PUBL , 2007, Vol. 34, 345-354 p.Conference paper (Refereed)
Media development is not only driven by new technological innovations, but to a great extent by changes in consumer habits, attitudes, and expectations oil what media should offer and ill what ways. This report identifies a key set of trends that define and characterize the consumers' conceptions of media today and their expectations on the media of the future. Among the main drivers of change in this respect are consumer generated content, a prevalent view of media as social amplifiers, content aggregation and search as a Substitute for editorial packaging, the ubiquity and mobility of media, the trend toward context aware media, ail increasing commoditization of media, a reduced willingness to pay for content,the effects of globalization, ail increasing focus oil environmental sustainability, and the intertwined forces of convergence and divergence in different aspects of the media landscape. Media companies should closely follow the changing trends and attitudes ill society when developing strategies for expansion and survival.
Place, publisher, year, edition, pages
Zagreb: ACTA GRAPHICA PUBL , 2007. Vol. 34, 345-354 p.
Consumer behaviour, media development, social media, strategy development, trend analysis
Media and Communications
IdentifiersURN: urn:nbn:se:kth:diva-30824ISI: 000267333500040OAI: oai:DiVA.org:kth-30824DiVA: diva2:403054
34th International Research Conference of Iaigai/International-Association-of-Research-Organization-for-the-Information-Media-and-Graphic-Arts-Industies, Grenoble, FRANCE, SEP 09-12, 2007
QC 201103102011-03-102011-03-042011-03-10Bibliographically approved