The document summarizes a 2009 study that examined 208 early adopters of mobile TV in South Korea. Using an online survey with Likert scale questions, the study found that ease of use was only a slight factor for early adopters, while the ability to concentrate despite distractions and quality of programming were more important factors influencing enjoyment of mobile TV. However, the summary criticizes the study for having a skewed self-selected sample and not providing enough usable data to make meaningful conclusions.

1. Mobile TVWho wants to watch?

2. The research begins From “Consumer adoption of mobile TV: Examining psychological flow and media content” (2009)Yoonhyuk Jung, Begona Perez-Mira and Sonja Wiley-PattonConsumer adoption of mobile TV: Examining psychological flow and media content

3. The questionsDoes mobile TV look useful?Does mobile TV look easy to use?Can you block out distractions when watching mobile TV? Do distractionsruin in the experience?When you’re watching mobile TV, does it matter if the programs are grippingor boring? Doe

4. S U T B E J S E T C T S

5. 208 South KoreansVolunteers on an online surveyEarly adopters16 questionsLikert scale (meaning each pick one of seven spots on a scale form strongly agree to strongly disagree)

6. Results of the experiment

7. Early adapters think mobile TVs are fun and usefulEase of use is just a slightfactor to these early adaptersA user’s ability to concentrate amongst distractionsand the quality of the shows are big factors in whethera test subject enjoyed using a mobile TV

8. A lot is wrong with this study

9. Self-selected sample means skewed skewed 172 men, 33 women, 3 not 3 saying means skewed No way to tell what subjects found too distractingNo numbers published on the 208, no Likert scale averages,we don’t see any useful data to make our own conclusionsDistractions and programming quality have affectedviewing enjoyment since ancient Greece. The fact that these affect mobile TV is in the “well, duh” category.

10. By John StangWith credits to followEverything is from Flickr

11. “Groove Tube” posterhttp://www.flickr.com/photos/modestospeed/532035604/Mobile TV photohttp://www.flickr.com/photos/raverken/2322303997/sizes/l/ “Monsters vs. Aliens” posterhttp://www.flickr.com/photos/wintan29/3364200309/ “Monster vs. Aliens” posterhttp://www.flickr.com/photos/intelphotos/3006561384/sizes/l/ Boris Karloff and Glen Strange photo from “House of Frankenstein”http://www.flickr.com/photos/31472241@N03/3370988938/sizes/o/ Elsa Lancaster and Colin Clive photo from “Bride of Frankenstein”http://www.flickr.com/photos/withoutlightiam/3531194042/Colin Clive photo from “Frankenstein” http://www.flickr.com/photos/29235625@N04/2777096775/sizes/o/ Colin Clive and Dwight Frye photo from “Frankenstein”http://www.flickr.com/photos/42845506@N08/3951442275/sizes/l/Elsa Lancaster photo from “Bride of Frankenstein” http://www.flickr.com/photos/michaelrogers/2801488903/ Photo from “Creature From The Black Lagoon”http://www.flickr.com/photos/jmube/3378351529/