Platform War vs. Platform Synergy? A Longitudinal Analysis of Media Substitution between Personal Computers and Mobile Devices

Research on media substitution theory has examined substitutional and/or complementary relationships between new and existing media. This study focuses on the growth of mobile platforms and investigates the relationship between mobile devices and personal computers. Using Nielsen’s panel data that provide electronically recorded media usage (N = 2,396), this study analyzes yearly changes in time allocation to mobile devices and PCs at total and content-specific usage levels during mobile 4G transition. Results suggest a complementarity dynamic between mobile devices and PCs; however, the patterns were more nuanced in light of the role of individual and structural factors when determining media choice.