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commercial media viewing habits:
        digital natives
            versus
      digital immigrants

Thesis Defense
by: B...
Background & Context of
Problem

                                             !


 Digital Immigrants & Digital Natives

 ...
Statement of Problem
 The problem of this study is to analyze the difference in media and
 viewing habits of Digital Nativ...
Study Objectives
 Assess commercial viewing habits of DI & DN
 Assess how the media is consumed between DI & DN
  Assess t...
Hypothesis

      Digital Natives          Digital Immigrants




   Show a trend of media   Favor Traditional Television
...
Literature Review
 Market Research/Technology Use Reports
  Mintel
 Digital Natives/Digital Immigrants
  Educause, Prensky...
Methodology
 Researcher created survey instrument
  Likert-style scale questions regarding habits of respondents (DI &
  D...
Survey Response
 Survey instrument distributed 15 June 2009 - 20 June 2009
 Population & Respondent details


            ...
Findings & Analysis
Television Viewing Modes (Q10)




Figure 1 - p. 22
                      !
Online Viewing, Hours/Week




Figure 2 - p. 23
                       !
Commercial Circumvention	
 How important is it to circumvent viewing a commercial?
 To what length will each group go in o...
Figure 3 - p. 25




!




    Figure 4 - p. 26




!


    Table 8 - p. 26
!
Figure 5 - p. 28




    !




        Figure 6 - p. 28




    !
!
        Table 9 - p. 29
Question 11 - Qualitative Trend
Analysis
    Diversion/
                       Digital Natives   Digital Immigrants
  Circ...
Figure 7 - p. 30




!




    Figure 8 - p. 30




!



    Table 10 - p. 31
!
Relative Importance of Circumvention Methods with DVR/TiVo Options
                using Rating Scale (Appendix C.) (Q12)
...
Question 12 - Qualitative Trend
Analysis
 Digital Natives (n=4) & Digital Immigrants (n=4)
  Low # of responses of qualita...
Figure 9 - p. 34




                       !




                           Figure 10 - p. 35




                       ...
Question 13 - Qualitative Trend
Analysis
   Diversion/
                   Digital Natives   Digital Immigrants
 Circumvent...
Summary & Conclusions
 Hypothesis regarding viewing modes was confirmed.
 Circumvention of commercial media is important to...
Recommendations
 Larger population than BGSU (More info about global
 populations media & viewing)
 Remove N/A column from...
Thank You & Questions/
Feedback
Brian J King - Thesis Defense Presentation (Prior to giving) - Commercial Media Viewing Habits: Digital Natives Versus Dig...
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Brian J King - Thesis Defense Presentation (Prior to giving) - Commercial Media Viewing Habits: Digital Natives Versus Digital Immigrants - 30 July 2009

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Thesis Defense Presentation for 30 July 2009 (Prior to giving presentation) so it may change prior.

Will publish final thesis document itself on http://www.scribd.com/brianjking once I defend on the 30th. @brianjking me or msg me here if you have questions. Cheers!

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http://kiwicommunications.com

Published in: Education, Technology, Business

Brian J King - Thesis Defense Presentation (Prior to giving) - Commercial Media Viewing Habits: Digital Natives Versus Digital Immigrants - 30 July 2009

  1. 1. commercial media viewing habits: digital natives versus digital immigrants Thesis Defense by: Brian J. King 30 July 2009
  2. 2. Background & Context of Problem ! Digital Immigrants & Digital Natives Different commercial media and viewing habits Media Habits - method of viewing Viewing Habits - commercial circumvention
  3. 3. 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 (18-29 years of age) and Digital Immigrants (30+ years of age) 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.
  4. 4. Study Objectives Assess commercial viewing habits of DI & DN Assess how the media is consumed between DI & DN Assess the tools, technologies, and methods these groups are using to circumvent commercial viewing.
  5. 5. Hypothesis Digital Natives Digital Immigrants Show a trend of media Favor Traditional Television consumption online. media habits (DI Accent)
  6. 6. Literature Review Market Research/Technology Use Reports Mintel Digital Natives/Digital Immigrants Educause, Prensky, Frand, etc. Advertising publications Advertising Age
  7. 7. Methodology Researcher created survey instrument Likert-style scale questions regarding habits of respondents (DI & DN) Mixed-method study (incorporate both data types) Quantitative data (primary) Qualitative Data (supplementary)
  8. 8. Survey Response Survey instrument distributed 15 June 2009 - 20 June 2009 Population & Respondent details ! Table 6 - p. 20 ! Table 7 - p. 20
  9. 9. Findings & Analysis
  10. 10. Television Viewing Modes (Q10) Figure 1 - p. 22 !
  11. 11. Online Viewing, Hours/Week Figure 2 - p. 23 !
  12. 12. Commercial Circumvention How important is it to circumvent viewing a commercial? To what length will each group go in order to circumvent viewing a commercial when using various tools & technologies to view? This method of analysis fulfilled the objective of the study to use a quantitative method to determine the importance of circumventing a commercial, and determines if the methods each group uses to circumvent are similar or different.
  13. 13. Figure 3 - p. 25 ! Figure 4 - p. 26 ! Table 8 - p. 26 !
  14. 14. Figure 5 - p. 28 ! Figure 6 - p. 28 ! ! Table 9 - p. 29
  15. 15. Question 11 - Qualitative Trend Analysis Diversion/ Digital Natives Digital Immigrants Circumvention (n=26) (n=26) Method Internet, Email, n=4 n=3 Facebook Some form of n=2 n=11 reading Multi-task/Alternate n=20 n=12 Task or Activity
  16. 16. Figure 7 - p. 30 ! Figure 8 - p. 30 ! Table 10 - p. 31 !
  17. 17. Relative Importance of Circumvention Methods with DVR/TiVo Options using Rating Scale (Appendix C.) (Q12) ! Table 11 - p. 32
  18. 18. Question 12 - Qualitative Trend Analysis Digital Natives (n=4) & Digital Immigrants (n=4) Low # of responses of qualitative data, relatively unimportant findings reported by respondents. 1 of the n=4 Digital Natives qualitative responses provided a summation of the DVR/TiVo options (4 & 5 - Table 11) “There is no point in circumventing through muting TV because I can simply fast-forward through the advertisements.” (Anonymous)
  19. 19. Figure 9 - p. 34 ! Figure 10 - p. 35 ! ! Table 12 - p. 35
  20. 20. Question 13 - Qualitative Trend Analysis Diversion/ Digital Natives Digital Immigrants Circumvention (n=28) (n=20) Method Other Task n=2 n=2 New Tab/Browser/ n=19 n=11 Comp. Activity Turn Down/Mute/ n=2 n=3 Ignore Irrelevant n=5 n=4
  21. 21. Summary & Conclusions Hypothesis regarding viewing modes was confirmed. Circumvention of commercial media is important to both the Digital Immigrants and the Digital Natives, especially when DVR/TiVo or similar set- top boxes are available. The method of circumvention seems to be dependent upon viewing method. Each mode provides various circumvention tools and/or strategies to circumvent. this seems to determine the level of importance & frequency of circumvention.
  22. 22. Recommendations Larger population than BGSU (More info about global populations media & viewing) Remove N/A column from survey instrument Use screening questions because only those that have & use a particular media viewing method can select an importance. Market already utilizes pull based methods from TiVo - would be interesting to analyze effective/intrusiveness to consumer for this Personalization, interactivity and contextual aspects included in survey instrument & study scope.
  23. 23. Thank You & Questions/ Feedback

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