Abstract

How do new screens –like iPhone or mobile phone’s– interact with their technological ancestors, such as television, cinema or video? Recent research activities in many countries reveal that audiovisual circulation and consumption habits let us argue that new media are not substituting the older ones. In fact, audience diversification exists, industries merge and even a new relationship is established with literate culture. We still read but in many different ways, and new connections emerge among readers, spectators and internet users.

Abstract

The aim of this article is to trace new audiovisual consumption habits, analyzing which screens are preferred by people in Spain when watching different types of content online. In addition, we study the use of second screens, an increasingly common phenomenon. The main sources of data for this empirical study are two original surveys carried out online in May 2012 and in December 2016. The sample size was 1,200 in both cases, and interviews were conducted via the Internet. The target population consisted of Internet users in Spain and the sample distribution was designed to be representative of this population. Our results show that audiovisual consumption habits are changing dramatically, especially when looking at younger users, whose loyalty and attention is even more difficult to attract due to their disruptive practices. In this sense, great uncertainties and risks have emerged in the entertainment industry, although valuable opportunities may also arise.