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/)

1. Viewer Behaviors and
Practices in the (new)
Television Environment
http://socialitv.web.ua.pt
Jorge Abreu | Pedro Almeida
Bruno Teles | Márcio Reis
CETAC.media | University of Aveiro | Portugal
cetac.media

2. Live
VoD
Time-shift
Live
VoD
Time-shift

3. VoD
Time-shift
VoD
Time-shift

4. VoD
Time-shift
VoD
Time-shift
>15K TV
programs
>15K TV
programs

5. What we haveWhat we have

6. 25% zap more than 20 minutes;
87% claim to see the same channels most
of the times;
63% would like that their EPG had the ability
to show content based on their personal
interests and preferences.
*Digitalsmiths. (2012)
25% zap more than 20 minutes;
87% claim to see the same channels most
of the times;
63% would like that their EPG had the ability
to show content based on their personal
interests and preferences.
*Digitalsmiths. (2012)

7. The TV best friendThe TV best friend

8. 41% use tablets and 39%
smartphones at least once a day
while watching TV
*The Nielsen Company. (2012)
41% use tablets and 39%
smartphones at least once a day
while watching TV
*The Nielsen Company. (2012)

9. Dual Screening
New ways to
discover:
- Fan;
- Renewed;
- Discovr;
- ...

10. Dual Screening
New ways to
discover:
- Fan;
- Renewed;
- Discovr;
- ...

11. research goals
> Deeply understand the (new) TV ecosystem (focused in
young Portuguese viewers)
> TV viewing habits (hours, context, multitasking…)
> relation with existing features (EPG, VOD, DVR, 2nd
screens…)
> cognitive process related with choosing what to watch
> Set a background for the development of new iTV
services
> iTV (and tablet?) application for discovering TV
content

12. The Survey
> Online questionnaire (550 valid responses)
> Sep / Nov 2012
> Portugal

13. The Survey / Sample
Average: 27 M (43%) F (57%)
Bachelor (42%)
Masters (27%)
Student (45%)
Employed (27%)
Working Students (18%)

14. The Survey / TV consumption
Morning Afternoon Night Morning Afternoon Night
Working Days Weekend
Over 2 hours From 1 to 2 hours Less than 1 hour Never
Viewing
habits
> 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. The Survey / TV consumption
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV genre preferences
Don't like
Like a little
Like more a less
Like
Like a lot
> Men less interested in children shows, women in
sports shows

16. The Survey / TV providers
> 83% use a digital cable TV service, IPTV or satellite
television;
> 41% are MEO clients and 36% ZON’s;
> 89% has EPG, 69% DVR and 62% VoD.
Organization Appearance Information
Very good Good Neither good or weak Weak Very weak
EPG
evaluation

17. The Survey / multitasking
> 88% perform other tasks while watching TV;
> 40% use mobile devices as complementary
information sources to what they are watching.
74% 71%
56%
21% 16% 1%
Google or other search engine
Informative apps or services (e.g. IMDB, sports websites, etc.)
Social networks
Specific TV operator apps or services
Specific broadcasters/programs apps or services
Other
Most used
services

18. The Survey / switching between TV channels
> Through the channel number and in a sequential
way are the most common ways to switch
between TV channels (57% each);
> Women more often declare
they know in advance
what they want to see;
> Men are faster when
finding something to watch
on TV. (av. time 1-3min.)

19. The Survey / iTV features and recommendations
Reasons to watch a specific TV content
> Tips from friends or family and channel promotions of
their own content are the most relevants factors.
EPG with low scores.
EPG DVR Video Store Search through
text input
More than once a day At least once a day
Two or three times per week Up to once a week
Never
The use of
STB features

20. The Survey / Recommendations preferences
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Based on profile Based on viewing
history
Based on
favourites
channels within the
TV operrator
Based on
similarities with
users with profiles
similar to ours
Based on social
networks
Totally interesting Interesting Neither little or very interesting
Little interesting Not at all interesting
Interest on TV
recommendation methods

22. The Survey / Decisions and content selection
Most important criteria when choosing what to watch
89%
72%
60% 59%
36%
28%
24%
12%
1%
Program genre State of mind at the moment
Being alone or accompanied Available time
Program interveners Time of day (morning, afternoon, evening)
Program duration Program language
Other
> men: TV genre | women: “state of mind”

23. The Survey / Decisions and content selection
Criteria Frequency Sum of ranks
Mean of
ranks
Program genre 485 1099,50 2,27
State of mind 392 1205,00 3,07
Being alone or accompanied 326 1298,00 3,98
Available time 321 1290,00 4,02
Program cast 195 1426,50 7,32
Time of day 149 1357,50 9,11
Program duration 126 1404,50 11,15
Program language 58 1339,50 23,09
Other 3 1302,00 434,00
Durbin, Skillings-Mack test - criteria mean of ranks
Non-parametric statistical test
Most important criteria when choosing what to watch

24. Conclusions
> despite the multiplatform offer TV remains a central part of the
daily routines;
> there is a partial "disenchantment" with the current models
of EPG;
> the family context is still important when deciding what to
watch together;
> friends and family hints are more relevant than highlights in
menus or EPG;
> viewing footprint is a relevant factor for TV recommendation
systems;
> mobile devices are mainly used for searching for detailed
information about TV programs and socializing;
> the cognitive process (selection of TV content) is mainly
supported in: TV genre, mood, companion and available time.

25. > Specification of interactive applications that
may be developed to support content selection
may benefit from these results
> What we have been doing with these findings?

26. http://socialitv.web.ua.pt/

27. http://socialitv.web.ua.pt/

28. For more information you can check our
infographic… http://socialitv.web.ua.pt/