移动“阅览室”的崛起:3G时代的手机阅读用户研究  

The rise of mobile "reading room": Users’ study of 3G mobile phone era

作　　者：黄蓓蓓[1] 

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2011年第1期70-75,共6页Journal of Advertising Study

基　　金：教育部哲学社会科学研究重大课题攻关项目"互联网等新媒体对社会舆论影响与利用研究"的子课题--"中国互联网使用者的结构与行为特征研究"部分

摘　　要：手机阅读是以手机媒体为载体下载、复制和浏览文学作品的新型阅读方式。手机阅读自04年崛起之后,发展势头猛劲。随着3G时代的到来,手机阅读将成为3G热点应用,成为手机用户的宠儿。本文从麦克卢汉的"媒介是人的延伸"以及"媒介即信息"的理论入手,认为手机媒体可以实现阅读与个人的无缝链接,而手机阅读反过来对手机媒体有所要求。同时揭示了手机媒体对手机阅读行为的影响。通过建构logistics分析模型的定量研究方法,精准定位手机阅读人群的主要特征:手机阅读以年轻人为主,手机阅读之初兴起的手机阅读者是市场领先者和忠实客户,有钱有闲一族和硕士以下学历的人群也是手机阅读的主力人群。了解手机阅读者的主要特征后,通过深入了解阅读者的阅读习惯,完善手机阅读的产业链,来更好地为手机媒介的发展服务。Mobile reading is a new type of reading, and through the mobile we can download, copy and visit the literary works. Mobile reading is developing fast since it rose at 2004.At the 3G era, mobile reading is hot application to become the favorite of mobilers. In the paper, through McLuhan＇ s ＂medium is an extension of person＂ and ＂medium is message＂ theories, and thinks that mobile phones can achieve a seamless link to personal reading, and the mobile reading also have requested to mobile. The paper also revealed the influences of mobile reading by mobile media. I use the construction of logistic analysis model which is quantitative research methods, precisely positioning the main features of mobile readers： phone reading is crowded of young people, the beginning user of mobile reading is the leader and the loyal customer, the wealth and leisure groups and the qualification below master is also the main users. We can explore the reading habits of readers after we understand the main feature of users, through which we can improve the industrial chain of mobile phone, and we can serve the development of the mobile media better

关 键 词：手机媒体 手机阅读 用户特征 趋势 

分 类 号：F626[经济管理—产业经济]