Exploring Media Convergence: Evidence from Italy

Abstract

The evolution of media and devices is enabling the ubiquitous and multi-device access to media and information, so that a media mutual contamination is in play. New forms of user interactions with media, in which different devices are used simultaneously in different contexts, have emerged. These new interactions are significantly impacting on users' attitudes towards the media and their way of searching and generating content. Such a change, called “media convergence”, has a strong potential impact on marketing and communication processes, but as yet has not been deeply analysed in the literature. This paper presents the outcomes of several studies aimed at exploring media convergence on the demand-side to advance possible implications for marketers and managers.