The Future of Media Consumption: Results from a Comparative Study of Consumer Behaviour Changes in the Living Room

Media consumption is changing. To predict changes in user's behaviour the majority of the industry is still relying on ownership of devices and usage of devices, age of users or household sizes as key indicators to predict media consumption behaviour. In this article we propose to use user's needs and values as key factors to understand and segment user groups. Based on a selected set of findings from a large study combining questionnaires with ethnographic oriented user studies in several European countries and Canada, we show how basic needs and values can explain changing media consumption.