Audiences in revolution. Use and consumption of mass media groups’ apps for tablets and smartphones

Abstract

This article presents the results of a research study carried out at the Universidad de Salamanca by its Audiovisual Content Observatory in 2014. The objective of this study is to analyse the uses and consumption of mass media groups’ apps among students of the University of Salamanca. The study is based on Tablet Assisted Personal Interviews applied to a randomly selected sample of students of the University of Salamanca. The article addresses the research hypotheses, results and conclusions on the uses and consumption of media groups’ apps among students of the Universidad de Salamanca. This work identifies the most significant trends in young people’s allocation of times and places in the consumption of tablets and smartphones. The results indicate that mass media corporations are gradually adapting themselves to the progressive migration that the audience is undertaking towards renewed forms, spaces and times of audiovisual media content consumption. New smart screens allow users to consume TV content from any device with access to the internet. Mass media groups are adapting the traditional value chain of the audiovisual industry, television, radio and the press to the new demands of the multiscreen and hyper-connected young audiences, who increasingly link their leisure and consumption habits with even more interactive and smart devices.