Emerging media vs traditional platforms? A novel approach to time use studies
Isabel Wenger and Manuel DählerMediapulse, Corporation for Media Research, Switzerland
INTRODUCTION
Separation of the main media categories ingrained in audience measurement is increasingly jeopardised by reality: affordable, easy-to-use communication and multimedia devices, maximising freedom of content and timing and often used on the go. The new edition of the Time Use Study set out to mirror this reality. The interviewing software captures all possible forms of media use in a simple and intuitive way while retaining maximum granularity of the data. Thus newspaper reading, for...