The Role of Consumption-based Analytics in Digital Publishing Markets: Implications for the Creative Digital Economy

Abstract

Given the traceability benefits provided by digital-oriented infrastructure, consumption data shows promising prospects as a means of transforming the manner by which companies design and market their products and streamline processes in an inventive fashion. This study examines the role of consumption-based analytics in analyzing the adoption of innovative products (i.e., audiobooks) in the digital content market. By scrutinizing dataset containing multi-dimensional e-book reading records, we investigated the association between consumption patterns and audiobook adoption. The findings derived from empirical analysis indicate that inferior completion performance, concentrated reading, and anytime reading patterns motivate the intention to adopt audiobooks. These patterns, however, are in discord with standard preference exhibited by purchase-intensive mainstream customers. The finding suggests that the adoption of innovative products emanates from niche market with unfulfilled needs. We draw implications for the creative digital economy, in which consumer behaviors constantly evolve with the continuous influx of innovative technologies.