Primary aim of the study is to investigate the behavior of Generation Z in cross-screen media consumption and the reasons behind them. The study uses both quantitative and qualitative approaches to determine the factors that motivate Generation Z to use different devices for different activities such as communication, online gaming, and work. The study finds four main types in cross-screen use: Smartphone-Centered Type, Multi-Screen Efficiency Type, Immersive Entertainment Experience Type, and Lightweight Fragmented Consumption Type. Each of them is motivated by the different psychological factors such as social, emotional, and efficiency. The study also contributes to the understanding of media use and satisfaction by proposing the concepts of media complementarity and context adaptation, in which users maximize and media experiences through different devices and situational changes, respectively. The study redefines and revisits The Uses and Gratifications Theory in the form of the User-Device-Situation-Need framework to understand the complicated consumption of modern cross-screen media.
