The process of forming a mobile media habit: results of a longitudinal study in a real-world setting

ABSTRACT

Media habits are central constructs in audience research. Yet, little is known about the formation of (media) habits. Based on theoretical elaboration and the results of a longitudinal study on the formation of a mobile media application habit—specifically the smartphone application of the Union of European Football Associations for the European soccer championship 2016—in a real-world setting, this article develops a comprehensive framework of media habit formation. The framework focuses on the core process of habit formation: Habits form with (regular) repetition of a behavior in a specific context that is perceived as rewarding. Yet, the findings of the study show that regularity in behavior performance and stable external circumstances are less crucial for the formation of a mobile media habit. Instead, gateway behaviors are proposed as relevant context features for the formation of mobile media habits.