Why do people watch multiscreen videos and use dual screening? Investigating users’ polychronicity, media multitasking motivation and media repertoire

Abstract

Despite growing multiscreen video-consumption worldwide, scant research has examined the relationship between users’ personal traits and their behaviors when using various devices for passive viewing and active communicative and social interactions. This study investigates how multiscreen users’ polychronicity, media multitasking motivations, and media repertoire influence passive multiscreen video viewing and active dual screening on video-related interactions. A web survey recruited 600 Singaporean social media users with online video discussion experiences. Results show that passive multiscreen video viewing and dual screening use are both positively associated with respondents having higher polychronicity and larger media repertoire. Polychronicity and media repertoire show relatively stronger effects on dual screening use than passive multiscreen video viewing. As for demographic factors, Chinese ethnicity is associated with passive multiscreen video viewing. Younger respondents tend to use smartphones and computers as second devices for video-related matters, while males use more tablets for dual screening activities than females.