On September 3, the Korea Information Society Development Institute (KISDI, President Kwon Ho-Yeol) held the 9th Korea Media Panel Academic Conference at the The-K Hotel in Yangjae-dong, Seoul.

The Korea Media Panel Academic Conference is a conference at which raw data from the annual Korea Media Panel Survey (conducted for the first time in 2010) are provided to people from academia, research institutes, industry, and policy authorities and the results of the related research are shared. This year’s conference is the ninth such conference to be held.

The Korea Media Panel Survey is a government-sanctioned statistical survey undertaken to determine how the consumption of media content by households and individual members of households changes in the medium to long term amid the rapidly changing media environment. Since the first survey in 2010, the Korea Media Panel Survey has been conducted annually, making this year’s survey the twelfth one. As South Korea’s only panel survey in the media sector to investigate changes in the media usage patterns of identical households and individuals, the Korea Media Panel Survey has accumulated a corpus of data that is invaluable to domestic and foreign researchers of broadcasting and media.

At this year’s conference, a total of eighteen treatises were presented, including fifteen general papers and three award-winning theses from graduate students. Researchers from such fields as communication science, economics, business management, and statistics participated in the discussions in order to give presentations from multiple perspectives on the media sector and present the results of validation research on the subject matter.

The presentations were divided into five sessions based on the subject matter of the treatise: Use of Media and Psychology, Media Market and Consumption Patterns, Media User Characteristics by Group, Statistical Approaches to Media Data Analysis, and Top Theses from Graduate Students.

■ Subject Matter 1: Use of Media and Psychology

1. Analysis of the relationship between self-esteem and the use of media by each generation.

2. The effect of adolescents' ability to use media on their ability to understand critical media: the moderating and mediating effects of self-esteem and the need for cognition.

3. An empirical study on the moderating effects of online privacy concerns when using online services.

■ Subject Matter 2: Media Market and Consumption Patterns

1. Analysis of the factors (individual characteristics, environmental factors, time, and day) that determine the choice of OTT: TV vs. OTT

2. Identifying profitable niche and the effect of contents preference in OTT market

3. A study on the adoption of platforms in e-commerce, with the focus on individual tendencies, mobile utilization ability, and Fintech platforms.

4. Association rules of purchasing broadcast communication product bundles that appeared on the media panel (2015~2020) and changes in the selection of business operators, with the focus on an analysis of the influence of mobile phones and bundled products.

■ Subject Matter 3: Media User Characteristics by Group

1. Smartphone usage and media usage patterns revealed in the early Korea Media Panel Survey and how they affect the use of media ten years later.

2. Media repertoire revealed in the 2020 Korea Media Panel Survey, with the focus on smart device utilization ability, media use connection and usage behavior, and SNS utilization and online participation.

3. Digital literacy of elderly one-person households and the online community and social participation, with the focus on a comparison with one-person household groups among the MZ generation.

4. A study on potential profile types and prediction factors by SNS usage behavior and age group.

■ Subject Matter 4: Statistical Approach to Media Data Analysis

1. Analysis of count panel documents using media panels.

2. A hyper-personalization recommendation system using the lifestyle routines of individuals.

3. Analysis of panel document using the Hidden Markov Model.

■ Subject Matter 5: Top Theses from Graduate Students

1. How the active use of SNS is affected by the psychological factors of senior citizens and intergenerational cohabitation.

2. The impact of age and the need for cognition on the use of e-commerce: The mediation effect of the information gap when using media.

3. Analysis of media device purchase and disposal by households: Personalization of group decision-making.