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Bjk Thesis Defense Presentationv2

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    Notes on slide 1



    Rapid technological growth of DVR, Internet, etc. Those that are born into technology being ubiquitous in their lives are different then those that have not according to Prensky (2001a, 2001b) and Frand (2000). This creates a digital divide btwn generations.

    media habits - how they view (internet vs. tv)
    viewing habits - are they viewing commercials? are they circumventing them? viewing in an unconventional manner.

    Difference in media and viewing habits btwn DI & DN - how they respond to commercial television. Problem is that advertisers need to effectively reach these groups but without knowledge on how they view/circumvent this is impossible.

    Media habits - TV vs. Internet (Also DVR, time-shifted viewing, etc.)
    Viewing habits - Do they circumvent viewing of commercials somehow? If so how? Are DI or DN more likely to use a DVR to avoid commercials, view online through Hulu, Boxee, etc.

    The researcher hypothesizes that Digital Natives will show a trend of viewing television commercials online through Hulu, Boxee, Miro, and others. According to Prensky (2001a, 2001b) Digital Natives are accustomed to using the Internet for their media viewing habits they will tend to be online. The Digital Immigrants on the other hand will be more likely to view traditional television with different commercial viewing habits than their Digital Native counterparts. This is because “. . . like all immigrants, some better than others – to adapt to their environment, they always retain, to some degree, their “accent” that is, their foot in the past” (Prensky, 2001a, p2).


    Lit. review is divided into sections 1. Technological advancement & impact to commercials 2. DI vs. DN and Television Commercial Viewing Habits 3. Literature Review Conclusions

    Quantitative data - measures how much of a variable is present. Assess how DI & DN view commercial media (Internet vs. Traditional TV) and if they are more likely to utilize a particular method to circumvent viewing of commercials.


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    Bjk Thesis Defense Presentationv2 - Presentation Transcript

    1. commercial media viewing habits: digital natives vs. digital immigrants Thesis Proposal Defense by: Brian J. King 16 April 2009 © 2009 - Brian J. King - brianjosephking@gmail.com
    2. Contents Background & Context of Problem Problem Statement Study Objectives Hypothesis Significance of Study Literature Review Methodology Questions/Feedback © 2009 - Brian J. King - brianjosephking@gmail.com
    3. Background/Context of The Problem Rapid technological growth + Technology immersion = Digital Divide © 2009 - Brian J. King - brianjosephking@gmail.com
    4. Background/Context of Problem cont. Digital Immigrants & Digital Natives Altered commercial media and viewing habits Media Habits Viewing Habits © 2009 - Brian J. King - brianjosephking@gmail.com
    5. Statement of Problem The problem of this study is to analyze the difference in media and viewing habits of Digital Natives versus Digital Immigrants. The study will include an analysis of viewing habits for Digital Natives (under 30 years of age) and Digital Immigrants (those 30 years of age or older) and how they respond to commercial television. Many options exist to consumers when viewing television and commercials; this study aims to assess the options that consumers have in media viewing mediums (Internet vs. traditional television broadcast) and specifically their viewing habits of commercials. © 2009 - Brian J. King - brianjosephking@gmail.com
    6. Study Objectives Assess commercial viewing habits of DI & DN Assess how the media is consumed between DI & DN What tools/technologies are these groups using to circumvent commercial viewing? © 2009 - Brian J. King - brianjosephking@gmail.com
    7. Hypothesis Digital Natives Digital Immigrants Traditional Television Show a trend of media media habits (DI consumption online. Accent) © 2009 - Brian J. King - brianjosephking@gmail.com
    8. Significance of Study Conflicting research in this field; no absolute answer. Current research doesn’t assess data in a DI vs. DN analysis. Current research only shows consumer response to current systems and their coexistence with DVR technologies. © 2009 - Brian J. King - brianjosephking@gmail.com
    9. Literature Review Market Research/Technology Use Reports Mintel Digital Natives/Digital Immigrants Educause, Prensky, Frand, etc. Advertising publications Advertising Age © 2009 - Brian J. King - brianjosephking@gmail.com
    10. Methodology Researcher created survey instrument Likert-style scale to measure DI & DN and how they differ in their commercial media viewing habits Quantitative data © 2009 - Brian J. King - brianjosephking@gmail.com
    11. Thank You & Questions/ Feedback © 2009 - Brian J. King - brianjosephking@gmail.com
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