Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition) ›› 2022, Vol. 58 ›› Issue (3): 83-94.doi: 10.16088/j.issn.1001-6597.2022.03.008

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Big Data Analysis on Media Multitasking Behavior of Short Video Users

CHAO Nai-peng, WANG Zhen-zhen, MAO Qiao-zhang   

  1. School of Media and Communication, Shenzhen University, Shenzhen 518060, China
  • Received:2022-01-10 Online:2022-05-15 Published:2022-06-01

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Abstract: The audience frequently switch tasks in their watching short videos, a phenomenon which is called the media multitasking behavior. This paper, by employing the perspective of computational communication, analyzes the multitasking behavior in short video usage based on the behavior data collected from 1 million users. It is found that short video usage presents typical fragmentation characteristics, and social communication apps bear a great correlation with short video multitasking behavior patterns and different genders show different preferences for application types in short video multitasking switching process; elderly users, the conclusion adds, are more likely to stay longer and juveniles spend more time on financial planning apps.

Key words: short video, multitasking behavior, task switching, media use, big data

CLC Number: 

  • G206
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