Exploring media use today: Profiles of cross-platform media consumption

Max Kilger, Josephine Leonard, Elisabeth Simantov and Typhani Mattis
Experian Simmons

Introduction

As new media devices and channels open up, understanding how many individuals are being reached by these new devices, how much time is being spent consuming media on them and what kind of activities are being engaged in is becoming more and more important for media researchers. In addition, it will be increasingly important to gain a better understanding of how media platforms are related and interact with each other. Finally, getting down to tactical issues for marketers, one of the emerging key issues is going to be cross-platform profiles of products and brands – how will they be different among traditional and newly emerging media platforms. This paper provides a preliminary hint at how some of those issues may play out.

Background