Passive Observations to understand media usage
Passive Observations to understand media usage
Passive Observations to understand media usage
The Media Usage Study 2014 was a 6-month research project. in cooperation between the University of Applied Sciences in Konstanz (HWTG) and the “Lago” shopping center in Konstanz, Germany. Supervisor of the project was the Dean of Studies Communication Design, Prof. Brian Switzer. Our main research question was: How do people in the area of Lake Constance use their media? The main outcome of the research project were six different media user personas.
JAN.—JUN. 2014 | 7 MIN. READ
AUTHOR: Robin Auer, M,A, Communication Design
Goal
In the first phase of the media study, we used the passive form of observation to gain exploratory access to the field and to gather important information for further action. After an initial test run (pilot), the criteria were specified, and various locations were selected for the observations. We wanted to include as many different user types and situations as possible.
Participants
Since a shopping center tasked the study, we concentrated the selection of persons and groups on the given target group of the shopping center. As already described in the project, the group was divided into three groups. N1 included young women aged 15 to 28 years who regularly come into contact with different kind of analog and digital media. The second group is similar to the first; it differed only in gender. N2 was therefore young men between the ages of 15 and 28. Last but not least, the user behavior of older people was specifically examined in the N3 target group.
Procedure
The observations were made at different times of the day to exclude the possibility of extreme situations being observed. In addition to gastronomic facilities, public places such as bus stops or public squares were also included. The criteria for the observations can be divided into four areas: location, time of day, media which was used, and the given situation in which the media was used.
The documentation was done with an observation protocol and with pictures. Each observer also made a memory record at the end of each day.
Location
We selected gastronomic establishments with different target groups like Pano (breakfast restaurant), McDonald's (fast food), or Destille (bar). We also made observations in public places like a market place or public transport.
Situation
Attention was paid to whether observed persons are in waiting situations, consciously alone, or in groups. These distinctions were important in assessing how the media were used.
Media
We have consciously paid attention to analog and digital media. It was documented which media were used, how often, for how long, and if the media was used in a group (e.g. viewing something together on the smartphone).
Key insights
- The younger the target group of the restaurant, the more conspicuous was the consumption of various digital media. For example, the use of digital media was certainly increased at fast food restaurants like McDonald's. On each table, there was at least one device, but usually at least as many devices as people were sitting together at the table.
- The Media Density was significantly higher among men than among women. Especially women in groups talked to each other or occasionally looked at own smartphones. While among young men in the group, everyone's attention was focused on one or several smartphones.
- With a few exceptions, most of the people under the age of 70 had a mobile phone or MP3 player in their hands when they had to wait alone for something (like public transportation).