Impact Analysis on Usage Time by Media Usage Location in Korea
Authors:   Asia-Europe Perspective Association, Seo Young Soo 
Published: April 2019

Recently, as the use of smart-phones in Korea has spread rapidly, research on media panel data is being actively conducted. This study analyzed the behavior of media use time by dividing into residential space, transportation, workplace, food hospitality facility, and commercial facility using media panel data from 2011 to 2016. First, the results of the analysis by use place are summarized as follows. The more time you spend in a residential space, the more time you spend on TV media and smart-phone media, which increases the number of hours you watch and use smart-phones (chat/messenger/SNS). As the time spent staying in the means of transportation increased, the time to listen to music increased, and as the time spent staying at work increased, the time spent on business calls and text messages increased. In addition, as the time spent staying in the food and hospitality facilities increased, the use of PC media and smart-phones increased. In recent years, many people in cafes have been using smart-phones or using PC media. In the case of commercial facilities, the use time of TV and smart-phone media increased similar to the residential space, and TV viewing, SNS usage time and call time also increased. Next, we summarized the usage behavior by media, and it was found that the media ripple power of smart-phone media, which has been becoming commonplace recently, was significantly higher than expected. As the analysis shows, all the regression coefficients are positive (+) for smart-phone media, among which the value of transportation is the largest. This means that the more time you use the means of transportation, the more time you use the smart-phone media. In addition, the use of smart-phones has changed greatly due to the use of smart-phones. The more time you stay in the residential space, the more time you use smart-phones, and the less you use other media or activities except TV viewing. In addition, the use of smart-phones has shown that chatting, messenger and SNS are also used regardless of location. First, as the recent emergence of innovative information and communication devices continues, the use of PC media in residential spaces, workplaces, and food and hospitality facilities is increasing, and the longer the food and hospitality facilities are, the more mobile PC media, chatting through them, and the more time the consumer can use the restaurant. Second, most people listen to music frequently when using public transportation or personal transportation, and do not listen as much as transportation in other places. In the subway, which is the most representative public transportation system, almost all passengers can see their earphones plugged into their ears through smart-phones, suggesting that the positive aspect of expanding the sound source industry through smart-phones and excessive hearing can cause social side effects such as hearing loss. Based on the findings and implications, the analysis of media selection and usage behavior can be used more systematically in various business fields such as marketing, and a way to effectively use complex communication services such as calls, SMSs, and SNS in any time and space can be derived.