, pp.10-14 http://dx.doi.org/10.14257/astl.2015.117.03 Classification of Media Users Watching Movies Through Various Devices Hyungjoon Kim 1, Bong Gyou Lee 2, 1 S3-314, Hanbat National University, 125 Dongseo-daero, Yuseong-gu, Dajeon 305-719, Korea 2 Graduate School of Information, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 120-749, Korea hjkim@hanbat.ac.kr, blee@yonsei.ac.kr Abstract. This study examined the distribution of the users who had experience in watching movies through various media devices. In doing this, this study investigated relationship between the characteristics of users classified by Q methodology and the demographic characteristics of the respondents. We obtained data for users who had experience in watching movies through various media devices aged 15 or older residing in Korea. A total of 400 data which did not have any error were used for the analysis of the results. The results indicated that we could use the classification of user types in order to analyze movie consumers by type. Keywords: Movies, Smartphone, Classification, Q Methodology 1 Introduction In consuming cinema, it is standard practice for movie audiences to watch movies in the movie theaters first and then to view movies through DVD, Internet, VOD, TV, etc. Recently we are able to watch movies without going to the movie theater or sitting in front of a TV or a PC because of the advent of smartphones. Research by the Korean Film Council in 2014 showed movie audiences intentions to use media devices were changing when they watched movies. According to the research, movie consumers in their twenties watched movies through smartphones 6.5 times per year while they went to the movie theaters 9.4 times in 2014. Despite the change in the milieu of media use, in-depth analyses or discussions about watching movies on smartphones are not enough in the field of film studies. The movies which were unilaterally provided by suppliers according to a fixed distribution system become the ones that can be watched by movie viewers at any time, at any place, and through any media. It is possible to predict the transition of the market structure of movies or a competitive aspect among media on account of the change of movie viewer s media use behavior. Thus, it becomes an important task to examine and analyze movie viewer s media use behavior and a change of media users Corresponding Author ISSN: 2287-1233 ASTL Copyright 2015 SERSC
in the field of film studies because of smartphones. Thus, this study examined the types of media users behavior, and what their distributions and characteristics are. 2 Literature Reviews 2.1 Uses and Gratification Perspective Katz, Blumler and Gurevitch (1974) defined that the uses and gratification perspective as focusing on the social and psychological origins of needs, which generated expectation of the mass media or other sources, which led to different patterns of media exposure resulting in need gratifications and other consequences [1]. The uses and gratification perspective proposes that individuals use media to fulfill their social or psychological needs and values [2]. The underlying principle of the perspective is that individuals will choose media according to their expectations and their drive to have satisfying experience. The perspective assumes that individuals are active consumers of media [2], and they make choices of where to go and what to watch by themselves. 2.2 Selection of Movie Viewing Media Dawson (2007) argued that various media was changing the condition for watching movies and giving multilayered experiences such as active controlling media devices or modifying contents to the media users [3]. Becker (2002) also indicated that patterns of watching movies were changing from a relationship-oriented consumption to a personal consumption, from a sociable act to an ordinary act, and from a viewing only to an operating actively [4]. Jancovich, et al. (2003) insisted that various media produced varied consuming experiences and led us to new movie consuming culture and movie using patterns [5]. Researchers have suggested that movie viewers personal perception of a specific media device could affect a choice of a device before watching movies. Movie viewers personal perceptions of a specific device can vary according to personal states of mind [6], personal propensities [7], and sociodemographic characteristics [8]. Thus, movie viewers perceptions of smartphones as a movie viewing device can vary according to personal states of mind, personal propensities, and one s own sociodemographic characteristics. In addition, since movie viewers perceptions of a device can correlate with the using patterns of devices [9], it is necessary to examine the users perceptions and using patterns of the devices for watching movies. Copyright 2015 SERSC 11
3 Method We conducted a survey in order to verify the result of Q methodology research and to examine the distributions of each type. The respondents were all who had experiences in watching movies through various media devices including smartphones aged 15 or older residing in Korea. A total of 400 data which did not have any error was used for the analysis of the result. The statistical analysis was performed using the PASW Statistics 18. Table 1. Descriptive Statistics of Respondents Characteristics Demographic characteristics Gender Age Education level Occupation Monthly Income Frequency T1 T2 T3 T4 Total Male 55 52 40 50 197 Female 45 48 60 50 203 15-19 8 12 11 16 47 20-29 23 26 21 22 92 30-39 22 33 20 22 97 40-49 24 12 23 15 74 50 and over 23 17 25 25 90 High School 9 13 9 16 47 Graduated High School 15 19 22 25 81 Some College 12 13 12 16 53 Graduated College 55 47 53 37 192 Post-Graduate Study 9 8 4 6 27 Student 20 26 23 32 101 Clerical worker 28 27 37 29 121 Self-employed 13 14 11 4 42 Skilled worker 5 6 5 8 24 Service worker 10 7 6 8 31 Housework 14 13 13 13 53 Unemployed 3 4 1 2 10 Others 7 3 4 4 18 Less than $100 11 9 11 18 49 $100 - $199 7 7 4 14 32 $200 - $299 3 8 8 11 30 $300 - $499 7 9 17 10 43 $500 - $999 8 6 7 8 29 $1,000 - $1,999 19 16 23 13 71 $2,000 - $2,999 18 20 10 7 55 $3,000 - $4,999 19 17 11 11 58 12 Copyright 2015 SERSC
$5,000 or more 8 8 9 8 33 Total 100 100 100 100 400 4 Results Table 1 lists the sample demographics. The data indicates that the ratio of male to female respondents is almost equal. The age distribution among respondents showed similar ratios in each age group except the teens whose respondents were relatively small in number. The ratios of students and clerical workers were 25% and 30% respectively, and the two occupational groups were more than 50% in the whole. For each group, the ratio of females in Type 3 were 20% more than other types, and this indicated that women preferred watching movies in movie theaters than any other media. In Type 2, the ratios of twenties and thirties were higher than any other age group, and this showed that the age groups using smartphones frequently in order to watch movies were those in their twenties and thirties. In the case of Type 4, the ratios of monthly income which were less than $300 were 43%, and there were relatively smaller incomes than the ones of other groups. It indicated that respondents with relatively small incomes were affected by the expense of watching movie and preferred to watch movies at home at the lowest possible expense. 5 Conclusion This study examined the distribution of movie viewers in each type produced by Q methodology in order to comprehend characteristics of movie viewers and how many movie viewers belong to each type. The results indicated that we are able to employ the classification of user types to analyze movie consumers by type. This study has some limitations that must be acknowledged. There is some limitation on the accuracy of measuring user experience. Future studies may consider investigating other factors not included in this study and developing further methods in order to overcome present limitations. References 1. Rubin, A.: Media Uses and Effects: A Uses and Gratifications Perspective. In: J. Bryant & D. ZiIImann (eds.) Media effects: Advances in Theory and Research, pp. 417--436. Hillsdale, New Jersey (1994) 2. Katz, E., Blumler, J. G., Gurevitch, M.: Uses and Gratifications Research. Public Opinion Quarterly. 509--523 (1973) 3. Dawson, M.: Little Players, Big Shows Format, Narration, and Style on Television's New Smaller Screens. Convergence: The International J. Research into New Media Technologies. 13(3), 231--250 (2007) 4. Becker, H.: Studying the New Media. Qualitative Sociology. 25(3), 337--343 (2002) Copyright 2015 SERSC 13
5. Jancovich, M., Faire, L.: The Place of Audience. Cultural Geographies of Film Consumption. BFI Publishing, London (2003) 6. Cooper, R., Tang, T.: Predicting Audience Exposure to Television in Today's Media Environment: An Empirical Integration of Active-Audience and Structural Theories. J. Broadcasting & Electronic Media. 53(3), 400--418 (2009) 7. Donohew, L., Palmgreen, P., Rayburn, J. D.: Social and Psychological Origins of Media Use: A Lifestyle Analysis. J. Broadcasting & Electronic Media. 31(3), 255--278 (1987) 8. Vincent, R. C., Basil, M. D.: College Students News Gratifications, Media Use, and Current Events Knowledge, J. Broadcasting & Electronic Media. 41(3), 380--392 (1997) 9. Perse, E. M., Courtright, J. A.: Normative Images of Communication Media: Mass and Interpersonal Channels in the New Media Environment. Human Communication Research. 19(4), 485--503 (1993) 14 Copyright 2015 SERSC