Start Date
14-12-2012 12:00 AM
Description
Our research aims to discover the role of multiple smart devices and their different screen sizes in paid content sales, thus building a multi-screen content sales strategy. Our econometric model adopts a difference-in-differences method to measure the impact of multi-screen devices on users’ content consumption through screen size effects. In a natural experiment setting, we sample 238 individual customers who registered a single smartphone with a 3- to 4-inch screen at the beginning and then added devices with a similar or larger screen. Our paper determines the parameters in existing theoretical frameworks of online consumer utility (product selection and digital content price) to determine paid content purchase behavior in a multi-screen environment. Our key findings are that the price sensitivity of content decreases as a user registers new smart devices and registering new devices with larger screens positively influences less popular content consumption more than a small screen device does.
Recommended Citation
Hwang, Kyeongseo; Park, Sung-Hyuk; and Han, Ingoo, "Multi-Screen Strategy for Selling Mobile Content to Customers" (2012). ICIS 2012 Proceedings. 2.
https://aisel.aisnet.org/icis2012/proceedings/EBusinessStrategy/2
Multi-Screen Strategy for Selling Mobile Content to Customers
Our research aims to discover the role of multiple smart devices and their different screen sizes in paid content sales, thus building a multi-screen content sales strategy. Our econometric model adopts a difference-in-differences method to measure the impact of multi-screen devices on users’ content consumption through screen size effects. In a natural experiment setting, we sample 238 individual customers who registered a single smartphone with a 3- to 4-inch screen at the beginning and then added devices with a similar or larger screen. Our paper determines the parameters in existing theoretical frameworks of online consumer utility (product selection and digital content price) to determine paid content purchase behavior in a multi-screen environment. Our key findings are that the price sensitivity of content decreases as a user registers new smart devices and registering new devices with larger screens positively influences less popular content consumption more than a small screen device does.