Cracking the Cross-Media Code
ESPN研究团队通过分析用户行为单元，发现重度媒体用户往往也是其他媒体的重度用户，跨媒体使用并非零和博弈，而是因“新时间市场”而增长。
<h3>ABSTRACT</h3> ESPN Research + Analytics has developed seven basic concepts of cross-media research and behavior by examining behavioral cells of users and usage. They found that the heavier user of one medium tends to be a heavier user of other media. Crossmedia usage is not a zero-sum game—rather, the media pie is growing because of “new markets of time.” While earlier speculation focused on convergence, time spent using more than one medium at a time is limited. Media users are using different media platforms at different times and in different places for different purposes—the best available screen for their location.