PERSONAL MEDIA DAY (PMD)

Transcription

1 PERSONAL MEDIA DAY (PMD) A MULTI-METHOD APPROACH IN EVERYDAY MEDIA CONSUMPTION PROJECT REPORT RON LINDQVIST Project researcher

2 PERSONAL MEDIA DAY - AN INTRODUCTION 2 STUDYING CONSUMERS EVERYDAY MEDIA CONSUMPTION WITH E-DIARIES 3 RESULTS ON PMD FROM E-DIARY STUDY 4 FINNS MEDIA CONSUMPTION RESULTS FROM A 2012 SURVEY STUDY 7 RESULTS ON PMD FROM E-SURVEY STUDY 7 MEDIA CONSUMER PROFILES 9 THE CASE OF GENERATION Y 10 DISCUSSION OF FINDINGS 12 DIGITALLY SOCIAL 12 FRAGMENTED ROUTINES 12 THE IMPORTANCE OF QUALITY CONTENT 13 TOWARDS A MOBILE AND DIGITAL FUTURE 13 1

3 PERSONAL MEDIA DAY - AN INTRODUCTION D uring the past decade the media environment has become increasingly fragmented. For instance, advanced media technologies are providing media audiences with unprecedented control over the media consumption process. In other words, the media consumer has taken a role in the forefront. The Internet, computers and the introduction of smart portable media platforms, smartphones and tablets, bring media content from all over the world to the consumers fingertips. Thus, the change in the media industry also reflects the wider change in the information society. The digitalization and the way we lead our lives affects the ways in which we consume media and how our daily (media) routines look like. We are in the midst of an audience evolution that is driven by two key drivers: fragmentation and autonomy. Fragmentation of the media environment refers to how media content is available through various platforms. Autonomy, on the other hand, refers to how the consumer not only has the control over what media he/she consumes, but also over time and the situation, e.g., when, where and how media is consumed. The changing media environment and, accordingly, the expected change in media consumption puts pressure on the actors related to the media industry. An understanding of the consumer and his/her information behavior should play a central role in any firm s decisions making. Especially when it comes to decisions related to product or service offerings, it is of great importance to understand what the consumer needs and values. Within the media landscape, the consumer behavior is currently undergoing something what may be the biggest, and the fastest, changes in history- changes that affect traditional media firms on a scale unlike any other. By having a greater understanding of consumers media consumption gives indication of what the media day looks like and plays a vital role in, e.g., decision-making, business models, pricing strategies. This report summarizes in brief two studies aimed to tackle several questions regarding media consumption as peoples varying routines and media consumption patterns. The studies were conducted by EDGE Research Group, part of Åbo Akademi University, during year 2012 and The following studies were part of the NextMedia programme of TIVIT and a research project named personal media day (PMD). The studies, including methods and results, will be presented in the same order as they were conducted, i.e. firstly, Studying consumers everyday media consumption with e-diaries conducted during spring 2012 will be reviewed. Secondly, Finns media consumption Results from a 2012 survey, a comprehensive survey study conducted during fall 2012, will be presented in more detail. 2

4 STUDYING CONSUMERS EVERYDAY MEDIA CONSUMPTION WITH E-DIARIES By Niklas Kiviluoto, post doc researcher Ron Lindqvist, research assistant Timo Ketonen, project manager T his is a study, which aims to tackle the question of varying media routines. The study explores the consumers daily media consumption that is looked at during different days of the week (Monday-Sunday), and during different times of the day (morning, day, and evening). Methodologically, qualitative data collection has been used. More specifically, electronic-diaries were used to collect data about the consumed media by focusing on four key questions; 1. What media is consumed, 2. How it is consumed (e.g. print, TV, computer, mobile etc.), 3. For how long (in minutes), and 4. Why? In total, 95 people participated in the study either for one week, or for two (including a lecture about new ways for consuming media before starting the second week). All qualitative data was coded and analyzed in Microsoft Excel. In total, data from 957 days, and a total of over 4600 hours of media usage, was collected. In addition to the diary, a background survey was conducted to collect demographic data, as well as data about media expenditure, and various media attitudes. It is worth noting that, despite the data is being quantified, the data collection has been qualitative and thus, results should be interpreted as such. Although the results ought not to be generalized for the entire Finnish population, they still give a good overview of what the media day looks like within the studied sample. Results are at first looked at as a total sample and then comparing genders and five different age groups (=<19 year-olds, year-olds, year-olds, year-olds, >64 year-olds). Media consumption varies depending on gender and age. For example, <19 year-olds spend most media on Fridays, year-olds on Sundays, and year-olds on Wednesdays, and the >64 year-olds on Saturdays. The oldest age group also consumes more media than any other age group on every day of the week, as much as over 400 minutes on average on some days. The youngest age group (=< 19 year-olds) consumes on average least time on media (about min. depending on the day). Men consume more time on media during the week while women during the weekend. Men consume notably more media in the mornings than women, during the day the difference however becomes more even. No notable changes in media consumption could be noted for those respondents who participated for two weeks. Media consumption varies in other words from day to day, on different times of day and between genders and age groups. Despite the differences, computer usage, print, and TV take most of our media day, which averages between 266 and 313 minutes. Media consumed through mobile devices is evident to some extent among the youngsters, but is still according to these results, only a 3

5 fraction of the total media day. This may be to some extent caused by the data collection method, a diary; usually mobile usage is short and repetitive and such may not be noted in the diaries. We therefore recommend other research methods more suitable for the purpose to map mobile usage, e.g. methods allowing automatic tracking. The study contains many interesting results, but in the list that follows shows some of the key findings. RESULTS ON PMD FROM E-DIARY STUDY Around 24-36% ( min. on average depending on the day), of the daily media is consumed through the computer. Social media accounts for a third (15-32 min.) of this time, while different news media (7-11 min.) and online video (4-10 min.) take an equal account of around 10%. Facebook accounts for over 55-60% of the time spent on social media. The news media consumed with a computer consists of around 25-30% of reading afternoon papers, followed by the big daily newspapers. Only a very small share the consumed media is foreign. a. The computer is used most during daytime, men consume on average more than women. This difference is explained by men s tendency to follow more news media and listen more to online music during daytime than women. b. Women spend on average more time on social media. This is true for all times of day and especially in the evening when women also spend some more time in front of the computer than men. Women consume in general for instance three times more time on blogs than men (blogs read by women represent 17% vs. 6% by men of total social media usage). c year-olds seem to be a so-called computer age group and consume on average most time in front of the computer. They are also the most active age group in social media. d. Heavy users of the computer are also the year-olds. The difference is caused, perhaps a bit surprisingly, by a higher consumption of online video compared to the other age groups. Still, watching online TV and videos is, according to these results, a very small part of the total time spent on the computer (8%). For men, over 74% of this consists of watching Youtube, the same share for women is 53%. Noteworthy within this age group (28-44 year-olds) is also that this age group is the first for which TV watching surpasses computer use in the evening (the opposite in the two younger age groups). e. The oldest respondents use the least computer, but their usage is notably more focused on consuming news media in comparison to the younger ones. It seems like the consumption of news media is in a linear positive relationship with age. f. Looking at age and attitudes towards media, it can be seen how younger generations, both women and men, value the Internet. 4

6 Also, for them media is more about entertainment, social relations, and keeping up-to-date with things that interest them. g year-olds spend the most on Internet services, while year-olds spend the least. Expectations of future expenditure are leaning towards a preference for digital (both internet services, and media applications). This is true for all age groups, but strongest among those in the years age range. h. Media applications are most spent on by year-olds, and followed by those under 19 year-olds year-olds are those that expect to increase their expenditure on apps the most in the future year-olds spend the least money on media applications compared to all other age groups. Print accounts for around 20% (53 to 67 minutes) of the media day. Of the print consumption on average 39% (19-27 minutes daily) is on newspapers, 14% on magazines (6-11 minutes), and 44% on books (22-32 minutes). i. There are no notable differences in the consumption (minutes) of print media between genders on different weekdays. Men however spend on average about 10 minutes more on print in the morning but in the evening it is the other way around. j. Most of the time reading print media consists of reading books, around 44% (true for both genders). The share of book consumption is equally large regardless of gender or age, and books are read more than newspapers. k. Men tend to read more newspapers while women prefer magazines. Newspapers consumption decreases linearly throughout the day while book consumption increases. l. >64 year-olds who consumes most media in general, are also heavy consumers of traditional media (print, TV, radio). The youngest age group, on the other hand, read print media the least. This finding is strongest in the case of newspapers, the older you are the more time is spent on reading newspapers. This holds true also for print media expenditure. Money spent on print sees a clear linear relationship with age; the older you are the more money you spend on print media. m. The shares spent on different kinds of print (newspapers, books, and magazines) is surprisingly even between age groups during different days of the week. In conclusion, it can be noted that the media day is becoming more and more fragmented into smaller entities, but the consumption is still very routine-like. 5

7 Average media consumption (min.) per weekday 6

8 FINNS MEDIA CONSUMPTION RESULTS FROM A 2012 SURVEY STUDY By Ron Lindqvist, project researcher Anna-Greta Nyström, post doc researcher Timo Ketonen, project manager Anders Dahl, project researcher A s the previous study, focuses also this study on mapping different media consumption habits and the role of media in the everyday life of consumers, but through a different method. To collect data a digital survey was used. The survey consisted of four parts, namely 1.) demographics, 2.) overall media consumption, 3.) smartphone usage and 4.) tablet usage. Ron Lindqvist, Anna-Greta Nyström, Timo Ketonen and Anders Dahl designed the survey in a way that the data would provide information about different variables related to usage (time, device, simultaneous use, preferences) year-old Finns participated in the study, following a geographical distribution of the Finnish population (except the region of Uusimaa). The survey was conducted between the time period of November 2012 and early January The collected data was analysed using Excel and SPSS (a predictive analytics software used in statistics). Results for the whole sample are at first explained and then especially for smartphone and/or tablet users. The survey reveals several interesting details about media consumption. In the following we will present the most relevant results for each media used. RESULTS ON PMD FROM E-SURVEY STUDY 50% of the respondents have a paid newspaper subscription in their household, 9% a digital. Newspaper subscriptions and the consumption of newspapers have a strong relationship with age; the older one is the more likely it is that one has a newspaper subscription and therefore quite obviously also spend more time reading newspapers. This applies also in the case of digital newspapers. Newspapers are typically being read a couple of times and for about minutes during a typical day. A finding worth mention is that digital newspaper subscriptions are more common in Uusimaa and print newspaper subscription are more common in the rest of Finland. Newspapers are typically read in the breakfast table and about 28% of the respondents prefer newspapers for news. A portable computer is being used by 79% of the respondents. Portable computers are to be found, most likely, among students and people in working life. Computers are being used several times a day and a large share of the respondents spend more than an hour on the Internet using a computer during a day, one fifth even over three hours. The younger one is the more time is spent on the Internet using a computer. One fifth of the respondents also prefer their portable computer for news, 8% for TV shows and movies and 15% for music. These notions are also strongest among the younger consumers. Portable computer usage is highest during working hours and in the evening at home when all of the portable computer users say they use their portable often. 7

9 Research results concerning the number of smartphones are being released continuously. According to this study 56% of Finnish consumers has a smartphone available. Smartphone usage decreases with age and smartphones are more common in Uusimaa and Western Finland compared to the rest of Finland. 6% of the respondents prefer smartphones for news and about 10% for music. Media using smartphones is typically being consumed for about minutes during a day. It should, however, be noted that one fifth of smartphone users spend over one hour on media using their smartphone during a typical day. These so-called heavy users are mainly young or and year-olds. The smartphone is used frequently throughout the day and 60% also use applications on their smartphones, which is more common among men. Also smartphone application usage decreases with age. Usually 3-5 applications are being used regularly and the most popular consumed media services through smartphone applications are weather-, map-, news-, social media services and games. Half of smartphone users have also paid for applications. A tablet is being used by 19% of the respondents; 16% of women and 21% of men have a tablet available. Tablet users are more common in Uusimaa. Owning a tablet correlates positively with incomes. About 30% of tablet users spend minutes on media using their tablet during a day. Among tablet users a heavy user group (24%) can be distinguishes as well. These respondents spend more than one hour consuming media using their tablet during a typical day. 70% of tablet users use applications on their tablets, regularly 3-5 applications. 65% of tablet users have paid for applications and the most popular application based media services accessed with tablets are news-, weather-, social media- and TV services. Tablet users use their tablet mainly home in the evening. 93% of the respondents have a TV available. TV is watched for an hour per day and opened a couple of times a day. 37% of the respondents watch TV more than two hours during a typical day. Consumption of TV increases with age. Despite the rise of digital media consumption, 80% of the respondents still prefer traditional TV for watching TV shows and movies. 25% prefer the TV also for news. About half of the respondents states they often consume media using a computer while watching TV, 19% smartphones and 13% tablets simultaneously while watching TV. Popular simultaneously consumed digital media are news and social media. About one third often searches for additional information about news and/or products seen on TV. 85% of the respondents has a radio available and similar principles as for the TV applies to the radio, i.e. the consumption of radio increases with age and is most distinguished in retired peoples media day. However, only 10% of the respondents states that they do not listen to radio at all during a typical day. Radio is listened to several times a day from 15 minutes to over 3 hours depending on the consumer. The radio has a place in several situations in the consumers media day; in the breakfast table, on the way to work, while working and also, to some degree, in the evening at home. About 50% of the respondents state that they consume other media simultaneously while listening to the radio, indicating that radio is mainly a background media. 8

10 About half of the respondents prefer radio for listening to music. This point of view applies mainly among the older respondents. Magazines are being read weekly or monthly. Consumers who read magazines read them usually 15 minutes a day. About in one fifth of the respondents media day do not include books at all. People who read books read them typically on a weekly or monthly basis for some minutes. Books are mainly being read in the evening at home and just before going to sleep. 90%# 80%# 70%# Kirjoja# 60%# SanomalehAä# 50%# AikakauslehAä# Radio# 40%# Tv# 30%# Mediaa#Aetokonee Mediaa#älypuhelim 20%# Mediaa#tableAlla# 10%# 0%# Herätessä# Aamiaispöydässä# Matkalla#töihin#tai# Muissa#Alanteissa# Töitä#tehdessä#tai# LounasL#tai#muilla# töistä# kodin/työpaikan# ulkopuolella#(esim.# kahvilassa,# kaupassa,# kirjastossa)# sen#ohessa# tauoilla# Illalla#kotona# Juuri#ennen# Viikonloppuisin# nukkumaanmenoa# En#kuluta# Media in different situations during a typical day MEDIA CONSUMER PROFILES Personas are used together with market segmentation, where the qualitative personas are constructed to be representatives of specific segments. A user persona is a representation of the goals and behavior of a hypothesized group of users. Based on the survey results some clear segments can be distinguished and next the personas of these will be presented in short. Drawing from the data analysis, there is a clear age group that prefers the computer for media consumption and therefor, representatives of this age group spend more time on the Internet using a computer compared to other groups. Meet Native Digital Dan. Dan is years old and prefers his computer to consume music, programs and movies and news. He uses his computer while waking up, always at home in the evening and often still before going to sleep. Dan consumes media mainly for 9

11 entertainment and spends a lot of time (more than 2 hours) on the Internet via a computer. He also uses his computer simultaneously while watching TV. Dan is one of the most active smartphone users and used to spend more than one hour on media via his smartphone during a typical media day. Dan s media consumption is in other words very focused on digital media and spends much less time on traditional media compared to other groups. Dan comprises of 8% of the sample, or 79 individuals (n). 19% (n=189) of the sample has a tablet in use and among tablet users a group of heavy users can be characterized, named Tony Tablet. 24% (n=46) of tablet owners can be perceived as heavy users as they spend over one hour on media content with a tablet device during a day. As the name indicates are heavy users of the tablet mainly men. Tony has a mean age of 42, lives in Uusimaa, is well educated and has higher incomes compared to others. He has no kids or small kids, likes technology and computers. Regarding media consumption Tony uses his tablet in the morning and in the evening and prefers it among other things for consuming news. Also in terms of apps, news is the most popular category. Similarly to the tablet, Tony uses his smartphone several times a day. Tony also likes to watch TV and uses often his tablet simultaneously while watching. Tony is positive concerning paying for digital media services. Those over 65 year-olds can be seen as the typical traditional and cover 14% (n=141) of the sample. However it should be noted that this group mainly consist of year-olds as only 14 respondents are between years old. Liisa & Seppo, traditional young elderly are retired and are heavy consumers of traditional media. Liisa & Seppo have a newspaper subscription and prefer newspapers together with their TV for news. They listen to music through the radio and spend over 30 minutes on print newspapers and watch over one hour TV during a day. However, Liisa & Seppo have access to a computer as well and spend some 0,5 to 2 hours on the Internet during a day. The computer is mainly used in the evening, as is the TV. Newspapers and radio have a strong position during morning routines. They are also most likely to spend time on magazines as well as books, spend most money on print media but give also some indication of willingness to pay for digital newspapers and magazines. Liisa & Seppo may have a hard time seeing how they would benefit from using a smartphone but however, may find a tablet useful. THE CASE OF GENERATION Y By#Johanna Lindström, doctoral candidate & university teacher Anna-Greta Nyström, post doc researcher Ron Lindqvist, project researcher Additionally the same survey was pulled out to a group of students, i.e. representatives of generation Y (born between 1983 and 1993) at Åbo Akademi University during spring Preliminary results were presented at the Academic MindTrek conference in October 2013 under the title Changing media behavior the case of generation Y according to the following section. 165 students participated in total, majority of them (78%) born between Results show that a large number of young people have access to smartphones (86%) and 89% of them use several apps in order to consume media, social media, weather, news, map and music services being among the most popular. About one third of 10

12 smartphone users can be perceived as heavy users as they spend over one hour on media with a smartphone during a typical day. 27% of the sample also has access to a tablet, mainly ipads. It seems like this group is constantly linked to some sort of digital media; approx. one third of the sample spend also over three hours on Internet using a computer during a typical day. Despite having access to traditional media platforms as TVs, the computer is preferred by 50% of the sample for consuming traditional TV content. 36% also prefer their laptop for news. The simultaneous usage of TV with a laptop and/or a smartphone is also a clear trend in the survey. The study also comprises 160 individually written media diaries. The data analysis is ongoing but as it already can be discovered, the media landscape of this younger generation is extremely fragmented while they move across different media and platforms and due to the smartphone that is present throughout the media day. Underneath a few quotes that quite well describe generation Y and their smartphone usage are presented. Based on the survey results backed up with similar quotes that follow, this younger Y generation could under some circumstances also be called as a mobile app generation, while using apps on the go for several different purposes. I use newspaper apps because they re convenient and you quickly receive info about current issues. Listen to Spotify when I m for instance out jogging or travelling by bus and so on. I use WhatsApp and Viber to communicate with my friends, mostly with friends abroad, because it s free. Then I also use the Facebook app to check if something interesting have happened. Instagram I use in order to share pictures and view others. TuneIn to listen to radio, especially to swedish radio radio channels. Through Twitter I follow international alpinestars. Elixias app to book rumba etc. and check timeschedules. DanskeBank app to take care of bank errands. Wordpress to blog. Said about smartphone application usage by representatives of generation Y 11

13 DISCUSSION OF FINDINGS I n this final section the results as concluding remarks including what the findings from these two studies could mean for businesses are presented in an more free form of an discussion. Again, firstly, a discussion about the first conducted study, i.e. Studying consumers everyday media consumption with e-diaries is made. The original ambition in the e-diary study was to explore the consumers media day, and to see how it changes depending on the day of the week, and the time of the day. Is there something as a typical media day? Based on the results presented it can be concluded that, there is no such ordinary day. The section that follows is used to discuss more freely the major findings, originally accompanied with quotes from the media diaries but which are left out from this report due to page length limitations. The section is divided into three major themes: (I) digitally social, (II) fragmented routines, and (III) the importance of quality content. Thereafter a reflection about findings from Finns media consumption results from a 2012 study follows under section towards a mobile and digital future. This final section sets a closure to this report. DIGITALLY SOCIAL What the media day looks like varies from day to day, as well as between ages and genders; see the results section for the main differences. Age is a strong predictor in showing the direction media behavior is moving, more digital, fragmented and social (or to be more precise, digitally social). The younger generations use much more the computer, and among the youngest age group mobile usage becomes evident as part of the media day. The time spent on print content (may it then be in form of newspapers, magazines, or books) is notably smaller than in comparison to older generations. The older generations consume more news content, both in print and on the computer. For the younger generations media provides entertainment, is used for social relations, and for information for keeping up-to-date with issues of interest. But by no means is age the only predictor for consumption of digital media or social media; it is the strongest indication in our sample, but as said before, there is no such thing as the typical media day across the whole group. FRAGMENTED ROUTINES Regardless of ever more fragmented use, the media day has still not lost its routine-like characteristics. Instead, the routines are changing. Two words to describe today s typical media day routines are fragmented, but routine-like. The fragmentation is driven by increasing consumption of digital content, both on the computer and via the mobile. Currently, the shift into mobile media usage is driven mostly by our youngest respondents, and those between years old. Those between year olds are still heavy users of the computer. But considering the speed smartphones are currently coming into the market, with over 900 million smartphones expected to be sold by the end of 2013, a change is likely to be seen in the near future. The combination of the preferred media type (may it then be print or some form of digital content) varies greatly among respondents. For example, reading the morning newspaper is directly linear with age: the older you are, the longer you read the morning newspaper and vice versa. However, the 12

14 times spent reading newspapers holds relatively stable throughout the week, despite age group. This gives an indication of not only an existing routine, but also that reading the morning print newspaper serves a purpose for people of different ages, and satisfies a daily need. The only difference is that this purpose, or need, is different for the different age groups. As people move into having different kinds of routines regardless of whether they plan it or not, it becomes essential for media companies to acknowledge them; how are they created, how do they vary, and how can they be altered and changed. The kind of loyalty and strong connection that can be seen for print media (which accounts for around 20% of our media day), is still rare in the digital sphere. Print media still has a very strong meaning for many people. THE IMPORTANCE OF QUALITY CONTENT With more media sources to choose and use, consumers consume media that best suits their needs. Age and news content have a strong positive relationship; the older the person, the more news content is consumed (both in print and on the computer). At the same time, younger generations find the content offered by different social media channels as more relevant/interesting. The fragmentation of a day into smaller wholes may be a response of content that is not found interesting, valuable, or relevant. Content is the most important factor; people consume content found valuable and relevant. For example, women are more interested in content related to entertainment, while men find it important to be able to understand the background to happenings. Thus, the expectations of what media can offer are different between genders. Content often drives use, regardless of whether it is on the tablet, laptop, or printed newspaper. Instead, people use the technology or platform that is found to be the most convenient for that content. TOWARDS A MOBILE AND DIGITAL FUTURE The survey aimed at mapping Finns media consumption patterns and behaviour. The media day has previously been mapped in various studies and the results from the survey confirm the results from those studies to a large degree. The most popular media among Finnish consumers is still the TV, followed by the radio, portable computers and mobile phones (note that smartphones are indicated separately). Traditional media still positions itself as the most common media; printed newspapers are preferred for following news, the TV is preferred for watching shows and movies and the radio is preferred for listening to music. But the survey results give strong indications that we are moving towards a more mobile and digital future driven by the younger generations. With close to respondents, the key findings of the study include the rise of smartphone and tablet usage. 56 per cent of the respondents own and use smartphones, and of those 60 per cent use applications. The most popular applications are related to searching information (weather and directions), social media, news and games. 20 per cent of the respondents state that they will buy a smartphone in the future. Smartphone users are typically young or young adults; the older the consumer is the less likely it is that the person owns a smartphones. Also, highly educated consumers are more likely to own a smartphone. 19 per cent of the respondents own and use tablets, and of those up to 70 per cent use applications (64,5% have paid for the applications). The most popular 13

15 applications are searching for information (weather, events), social media, news and video content. However, only roughly 15 per cent of the total respondents plan to buy a tablet in the future. Owning a tablet, on the other hand, correlates strongly with the level of income; the more you earn, the more likely it is that you own a tablet. The figures are similar to previous studies. For instance, a study by DNA in February 2013 (Talouselämä, 2013) showed that 60% of Finns own a smartphone and 18% own a tablet. Of smartphone users 60% use applications, which correlates with the results from the survey. Also, according to the Web & Mobile Tracking study conducted by Taloustutkimus (Taloussanomat, 2012) 12 per cent of Finns were tablet users in December One of the main contributions of the study is showing which kind of media is used during different situations of a typical day. The study proposes that, in general, the evening is the prime time for media consumption. This also concerns almost all digital media. Following news, and specifically reading news in print, is incorporated with morning routines of consumers. However, a third of the respondents choose to follow news online during the (working) day. In general, we found that working hours provide opportunities and situations where a large share of the respondents also consumes different digital media. Almost half of the respondents use several media platforms simultaneously, such as watching TV and browsing the web concurrently. The most common reason for this is, besides random browsing and social media, searching for additional information about something seen on TV. This opens up for opportunities in line with second screen and transmedia thinking, which should be a priority for content producers within the media industry. Finnish media consumers are willing to pay for content; primarily digital newspapers, magazines and books, music services as well as video services. As in many other studies strengthens also the results of this study that media consumption is strongly moving towards digital. The question is how to serve different target groups effectively? Older people are still a huge target group in Finland and age is a strong factor regarding among other things if newspapers are being consumed. At the same time digital media platforms for consuming media are preferred by youngsters and young adults. Younger consumers also wish media to be independent of time and place and are consuming even more media through their smartphones. What kind of ads activated and engages audiences in the digital landscape? How should new digital media services be developed in order to get people pay for them and/or change peoples attitudes against paying for digital content? It becomes of greater importance than ever before to create service concepts that would serve several channels, targeted and in several situations during the media day. What kind of services, in different channels with different content, would engage the consumer more effectively throughout the media day? The smartphone is present throughout the day that makes a dialogue possible while the tablet for instance is mainly used during the evening. What kind of content is desirable in the evening context? Simultaneous use of media is also becoming more in common. How should new innovative services, working side by side with traditional TV content and advertising, be developed (strategy for transmediacontent)? 14