Viewer behaviors and practices in the (new) Television Environment
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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
Live
VoD
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Live
VoD
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VoD
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VoD
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VoD
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VoD
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>15K TV programs >15K TV programs
What we have What we have
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)
The TV best friend The TV best friend
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)
Dual Screening
New ways to discover: - Fan; - Renewed; - Discovr; - ...
Dual Screening
New ways to discover: - Fan; - Renewed; - Discovr; - ...
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
The Survey > Online questionnaire (550 valid responses)
> Sep / Nov 2012
> Portugal
The Survey / Sample
Average: 27 M (43%) F (57%)
Bachelor (42%)
Masters (27%)
Student (45%)
Employed (27%)
Working Students (18%)
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.
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
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
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
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.)
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 throughtext 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
The Survey / Recommendations preferences
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Based on profile Based on viewinghistory
Based onfavourites
channels within theTV operrator
Based onsimilarities with
users with profilessimilar to ours
Based on socialnetworks
Totally interesting Interesting Neither little or very interesting
Little interesting Not at all interesting
Interest on TV
recommendation methods
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”
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
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.
> 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?
http://socialitv.web.ua.pt/
http://socialitv.web.ua.pt/
For more information you can check our infographic… http://socialitv.web.ua.pt/
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