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User behaviours and intentions in digital media in Australia

Flew, Terry, Spurgeon, Christina, & Daniel, Anna (2009) User behaviours and intentions in digital media in Australia. In Record of the Communications Policy & Research Forum 2009, Network Insight Pty Ltd, University of Technology, Sydney, pp. 179-189.

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Abstract

This paper reports findings from a study of user behaviours and intentions towards online news and information in Australia, undertaken by the Queensland University of Technology Creative Industries Faculty and the Smart Services Cooperative Research Centre. It has used a literature review, online survey, focus groups and interviews to explore attitudes and behaviours towards online news and information.

The literature review on consumer user of online media highlighted emerging technical opportunities, and flagged existing barriers to access experienced by consumers in the Australian digital media sector. The literature review highlighted multiple disconnects between consumer interests in online news and their ability to fulfil them. This presents an opportunity for news entities to appraise and resolve. Doing so may enhance their service offering, attract consumers and improve loyalty. These themes were further explored by the survey.

The survey results revealed three typologies of user, described as ‘convenience’, ‘loyal’ and ‘customising’. Convenience users tend to access news by default, for example when they log out of email. Loyal users seek out a trusted brand such as mainstream news mastheads. Customising users tend to tailor news to their preferences, and be the first to use leading edge media. Respondents to the survey were then invited to participate in focus groups, which aimed to test the survey results.

Consumer perceptions and attitudes are important factors in progression towards an information economy, because ultimately consumers are customers. By segmenting the online news market according to customer typology, media providers may identify new opportunities to attract and retain customers.

Impact and interest:

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ID Code: 29437
Item Type: Conference Paper
Keywords: Internet, young adults, online audiences, digital news, new media users
ISBN: 9780980434422
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > Journalism, Media & Communication
Current > Research Centres > Smart Services CRC
Copyright Owner: Copyright 2009 please consult the authors.
Deposited On: 24 Dec 2009 11:12
Last Modified: 01 Mar 2012 00:10

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