The term user can be interpreted in a number of ways. In the Oxford Advanced Learner’s Dictionary, the term is defined as ‘person or thing that uses’. A user for example can mean drug user, or user of the road, but it can also mean more professionally a doctor who uses a medical tool or an organization that uses a certain system to administrate employee activity. A user of a product is often referred to as a consumer, but this excludes the potential other roles a user can take up. In this research, I will speak of users, in plural. According to Tuomi, the user of a technology is not an individual person, but a member of a community who uses the technology in a certain way (Tuomi 2002, p.20). This underlines that the use of a product or service has to be analyzed in its social context. And the focus is on users at home, taking up media and entertainment applications through internet. I will use the following definition: users are groups of people who have taken up certain media and entertainment applications through internet at home.
