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Viewer behaviors and practices in the (new) Television Environment

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Online survey about the young Portuguese adults behaviors in front of TV. What they do, how they decide what to watch,,,
Presentation at the Euro ITV 2013 - Como - Study carried by the Social iTV group of CETAC.MEDIA - University of Aveiro - Portugal. (more info: http://socialitv.web.ua.pt/)

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Viewer behaviors and practices in the (new) Television Environment

  1. 1. Viewer Behaviors andPractices in the (new)Television Environmenthttp://socialitv.web.ua.ptJorge Abreu | Pedro AlmeidaBruno Teles | Márcio ReisCETAC.media | University of Aveiro | Portugalcetac.media
  2. 2. LiveVoDTime-shiftLiveVoDTime-shift
  3. 3. VoDTime-shiftVoDTime-shift
  4. 4. VoDTime-shiftVoDTime-shift>15K TVprograms>15K TVprograms
  5. 5. What we haveWhat we have
  6. 6. 25% zap more than 20 minutes;87% claim to see the same channels mostof the times;63% would like that their EPG had the abilityto show content based on their personalinterests and preferences.*Digitalsmiths. (2012)25% zap more than 20 minutes;87% claim to see the same channels mostof the times;63% would like that their EPG had the abilityto show content based on their personalinterests and preferences.*Digitalsmiths. (2012)
  7. 7. The TV best friendThe TV best friend
  8. 8. 41% use tablets and 39%smartphones at least once a daywhile watching TV*The Nielsen Company. (2012)41% use tablets and 39%smartphones at least once a daywhile watching TV*The Nielsen Company. (2012)
  9. 9. Dual ScreeningNew ways todiscover:- Fan;- Renewed;- Discovr;- ...
  10. 10. Dual ScreeningNew ways todiscover:- Fan;- Renewed;- Discovr;- ...
  11. 11. research goals> Deeply understand the (new) TV ecosystem (focused inyoung Portuguese viewers)> TV viewing habits (hours, context, multitasking…)> relation with existing features (EPG, VOD, DVR, 2ndscreens…)> cognitive process related with choosing what to watch> Set a background for the development of new iTVservices> iTV (and tablet?) application for discovering TVcontent
  12. 12. The Survey> Online questionnaire (550 valid responses)> Sep / Nov 2012> Portugal
  13. 13. The Survey / SampleAverage: 27 M (43%) F (57%)Bachelor (42%)Masters (27%)Student (45%)Employed (27%)Working Students (18%)
  14. 14. The Survey / TV consumptionMorning Afternoon Night Morning Afternoon NightWorking Days WeekendOver 2 hours From 1 to 2 hours Less than 1 hour NeverViewinghabits> The living room is still the preferred space;> 52% watch TV with the family and 42% alone;> 75% decide what to watch together;> More men say they choose alone what to see.
  15. 15. The Survey / TV consumption0%10%20%30%40%50%60%70%80%90%100%TV genre preferencesDont likeLike a littleLike more a lessLikeLike a lot> Men less interested in children shows, women insports shows
  16. 16. The Survey / TV providers> 83% use a digital cable TV service, IPTV or satellitetelevision;> 41% are MEO clients and 36% ZON’s;> 89% has EPG, 69% DVR and 62% VoD.Organization Appearance InformationVery good Good Neither good or weak Weak Very weakEPGevaluation
  17. 17. The Survey / multitasking> 88% perform other tasks while watching TV;> 40% use mobile devices as complementaryinformation sources to what they are watching.74% 71%56%21% 16% 1%Google or other search engineInformative apps or services (e.g. IMDB, sports websites, etc.)Social networksSpecific TV operator apps or servicesSpecific broadcasters/programs apps or servicesOtherMost usedservices
  18. 18. The Survey / switching between TV channels> Through the channel number and in a sequentialway are the most common ways to switchbetween TV channels (57% each);> Women more often declarethey know in advancewhat they want to see;> Men are faster whenfinding something to watchon TV. (av. time 1-3min.)
  19. 19. The Survey / iTV features and recommendationsReasons to watch a specific TV content> Tips from friends or family and channel promotions oftheir own content are the most relevants factors.EPG with low scores.EPG DVR Video Store Search throughtext inputMore than once a day At least once a dayTwo or three times per week Up to once a weekNeverThe use ofSTB features
  20. 20. The Survey / Recommendations preferences0%10%20%30%40%50%60%70%80%90%100%Based on profile Based on viewinghistoryBased onfavouriteschannels within theTV operratorBased onsimilarities withusers with profilessimilar to oursBased on socialnetworksTotally interesting Interesting Neither little or very interestingLittle interesting Not at all interestingInterest on TVrecommendation methods
  21. 21. The Survey / Decisions and content selectionMost important criteria when choosing what to watch89%72%60% 59%36%28%24%12%1%Program genre State of mind at the momentBeing alone or accompanied Available timeProgram interveners Time of day (morning, afternoon, evening)Program duration Program languageOther> men: TV genre | women: “state of mind”
  22. 22. The Survey / Decisions and content selectionCriteria Frequency Sum of ranksMean ofranksProgram genre 485 1099,50 2,27State of mind 392 1205,00 3,07Being alone or accompanied 326 1298,00 3,98Available time 321 1290,00 4,02Program cast 195 1426,50 7,32Time of day 149 1357,50 9,11Program duration 126 1404,50 11,15Program language 58 1339,50 23,09Other 3 1302,00 434,00Durbin, Skillings-Mack test - criteria mean of ranksNon-parametric statistical testMost important criteria when choosing what to watch
  23. 23. Conclusions> despite the multiplatform offer TV remains a central part of thedaily routines;> there is a partial "disenchantment" with the current modelsof EPG;> the family context is still important when deciding what towatch together;> friends and family hints are more relevant than highlights inmenus or EPG;> viewing footprint is a relevant factor for TV recommendationsystems;> mobile devices are mainly used for searching for detailedinformation about TV programs and socializing;> the cognitive process (selection of TV content) is mainlysupported in: TV genre, mood, companion and available time.
  24. 24. > Specification of interactive applications thatmay be developed to support content selectionmay benefit from these results> What we have been doing with these findings?
  25. 25. http://socialitv.web.ua.pt/
  26. 26. http://socialitv.web.ua.pt/
  27. 27. For more information you can check ourinfographic… http://socialitv.web.ua.pt/

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