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  1. 1. Mobile TV: Why watch it?<br />Consumer adoption of mobile TV: Examining psychological flow and media content <br />Yoonhyuk Jung, Begona Perez-Miraand Sonja Wiley-Patton<br />
  2. 2. THE CONCEPTS<br />Technology Acceptance Model – <br /> Does someone believe a technology is useful?<br /> Does someone think that technology is easy to use?<br />Cognitive Concentration –<br /> How well can someone get “into the zone” to block out distractions to enjoy or understand what he or she is viewing?<br />Quality –<br /> Does the quality of the programming affect how well someone enjoys the mobile TV experience?<br />
  3. 3. THE STUDY<br />208 South Koreans<br />Volunteers on an<br /> online survey<br />Early adapters<br />16 questions<br />Likert scale (meaning each picks one of seven spots on a scale from strongly agree to strongly disagree)<br />
  4. 4. RESULTS FIT THE THEORIES<br />Early adapters think mobile TVs are fun and useful<br />Ease of use is just a slight factor to these early adapters<br />A user’s ability to concentrate amongst distractions and the quality of the shows are big factors in if a test subject enjoyed using a mobile TV <br />
  5. 5. But………………..<br />There’re lots of flaws with the results<br />
  6. 6. My criticisms<br />This study look at perception (which is its aim), but we’re relying on a self-selected early adapter’s word that he or she can concentrate among distractions. <br /> A significant distraction can range from heavy breathing to an explosion – depending on an individual. Also, individuals have different perceptions on how well they concentrate – which may or may not agree with reality.<br />NO NUMBERS!!!!!!!!!!!!!!!!! No numbers published on the 208,. No Likert scale averages,. That may be standard operating procedure in the academic world, but would be a fatal flaw in the non-academic world.<br />Distractions and programming quality have affected viewing enjoyment since ancient Greece. The fact that these affect mobile TV is in the “well, duh” category.<br />
  7. 7. By John StangAll images from and are available under Creative Commons <br />Mobile phone photo --<br />Korean professor photo<br /><br />Atomic bomb photo -- <br /><br /> Numbers photo --<br />Jumping girl photo --<br />