Antecedents and Consequences of the Growing Popularity of Digital Consumption

Introduction

There is something addictive and enthralling about the world where everything is digital (Hoffman, Novak and Stein, 2012). Splurging a large amount of one’s time online, executing more than one task simultaneously and acquainting with new technologies easily are all testimonies to the increasing digital nature of everyone’s daily life. Hoffman et al. (2012) further stated that new media has become an inevitable part of consumer’s daily life and routine. It is influencing, altering and transforming the way they communicate, work, play, read, write, watch, listen, retain, explore, browse, shop, collaborate, produce and create. Each of these actions in the post-digital era was quite different when compared to the pre-digital era. New media has completely revamped people’s everyday lives. For majority of people now, logging in is the foremost thing in the morning even before getting up (Hoffman et al., 2012). Stone (2009) commented in his study that those days are gone when newspaper was the only source of distraction while having first meal of the day with family. Majority of people now have replaced newspaper with mobile phones, tablets, laptops and other technological devices during breakfast with the family which was once known as the family time. People may spend the day on their smartphones using various applications either to browse restaurants, book movie tickets, view television shows online, listen to music, shop online, play games or to keep track of their daily exercise (Hoffman et al, 2012). Technology is present and apparent in every aspect of people’s daily lives. Now, they have become addicted and dependent on new media to such an extent that they may become restless and feel panic if their internet connection is down for even a short period of time (Hoffman et al, 2012).

Thus, seeing the growth rate in the new technology and consumption of the internet, the current chapter tries to explore the reasons for the growth of digital consumption and consequences due to its over consumption. Till date, majority of studies have focussed on the factors which lead to internet addiction in general (Griffiths, 1995; Beard, 2005; Young, 1998; Caplan, 2005; Kim, LaRose & Peng, 2006). However, aspects of digital consumption like online television, online games, etc. have not been explored much. Therefore, the chapter tries to bridge the gap by taking into account ‘internet television’, a significant area under digital consumption. The present chapter seeks to draw attention on the following aspects of digital consumption:

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  It will elaborate upon the concept of digital consumption and its growing popularity.

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  It will focus on the meaning of internet television and reasons behind its growth.

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  It will throw some light on the behavioural and physiological consequences of internet television consumption.

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  It will include a conceptual model and its implications followed by some recommendations, insights about future scope of the study and conclusion.