行動上網對電腦上網與傳統媒體使用的影響之世代差異與跨時性趨勢描繪

Abstract

本研究透過次級資料試圖描繪在2012－2016五年間，行動上網普及對於閱聽眾的電腦上網、以及傳統媒體使用時間的影響，同時進行不同世代的行為比較以及縱時性變化趨勢。研究發現，年輕世代比年長世代花比較多的時間在網路媒體，但年長世代比年輕世代花比較多的時間在傳統媒體上的情況只限於報紙以及部分電視。雖然行動與電腦上網時間逐年劇增，但其他傳統媒體的使用時間（報紙除外）並沒有明顯逐年減少的趨勢。皮爾森相關性結果顯示，行動上網或電腦上網與其他傳統媒體使用，多數呈現中或低度互補關係（正相關），其中又以行動上網與收看電視，以及與雜誌的互補關係最顯著；取代的現象（負相關）並不多見。

Based on secondary data collected during 2012-2016, this paper investigates how the increasing popularity of mobile Internet has impacted the time spent on wired Internet and traditional media. The research also examines the differences among generational cohorts and the trend of longitudinal changes. Relatively speaking, the younger the generation is, the more time is spent online, both wireless and wired. The generational differences in traditional media are limited to newspapers and television viewing. The time spent on wired and mobile Internet has increased rapidly over the past five years, but has not significantly reduced the time spent on traditional media except for newspaper. Results also point to a more complementary relationship than displacement between Internet use and traditional media use.