LONGITUDINAL ETHNOGRAPHY & ACCELERATION ......Home theater receiver URBAN SUBURBAN RURAL EAST 15% 10% 5% MIDWEST 10% 5% 5% SOUTH 10% 5% 5% WEST 15% 10% 5% Intended for Market Research

LONGITUDINAL ETHNOGRAPHY & ACCELERATION EXTENSION STUDY April 28, 2015

Intended for Market Research Purposes Only

Further Reproduction and Use is Prohibited

ABOUT THE CRE The Council for Research Excellence is a body of senior research

professionals, formed in 2005 to identify important questions about

audience measurement methodology and to find,

through quality research, the answers to those questions.

The Council provides the Nielsen client community a means to undertake

research projects no one company could undertake on its own.



CRE MEMBER COMPANIES



http://www.smvgroup.com/home.html

http://www.coxenterprises.com/

http://www.groupm.com/

DIGITAL COMMITTEE

BRAD

ADGATE

(CHAIR)

JOSH

AXELRAD CHERYL

BRINK

JOANNE

BURNS

SHARI

CLEARY

OANA DAN JUSTIN

FROMM SHERRILL

MANE

JED

MEYER DAN

MURPHY

BRYON

SCHAFER

DARIA

NACHMAN

JOHN

POTTER DOUG PULICK

BETH

ROCKWOOD

CERIL

SHAGRIN

RICHARD

ZACKON

(FACILITATOR]



OBJECTIVES AND RESEARCH QUESTIONS



RESEARCH OBJECTIVES

Understand the changing

media landscape

resulting from internet

technology and video

platform proliferation

Inform the development

of strategies for

audience measurement

1

2



APPROACH

In-Person & Digital Ethnography



WHY ETHNOGRAPHY

Rooted in Anthropology

Based on observations from the perspective of the consumer

Has played a role historically in the development of audience measurement systems

- Helps with various issues, including:

• Practical issues (e.g., measuring kids)

• Philosophical issues (e.g., what constitutes an exposure)



A NOTE ABOUT THE METHODOLOGY

Ethnographic research is qualitative research

By design, it is:

- Not meant to be representative

- Not meant to be projectable

It is framed to oversample users of specific groups, such as:

- SVOD Subscribers

- Latinos



TWO STUDIES

ACCELERATION

EXTENSION

LONGITUDINAL

ETHNOGRAPHY

National sample of 100 households tracked over two years

Project duration: Nov. 2013 to Oct. 2015

Initial visits of 100 households

Continual tracking of all households via a Participant Toolkit (PTK)

Targeted, in-person time with 25 households

Visited 20 new households in 2015

Follow-up visits to assess change

50 households in the Chicago area tracked over a 15 week period - Nov. 2013 to April 2014

Initial visits of 50 households

In-store or online purchase event

Continual tracking of all households via a Participant Toolkit (PTK) and behavior and usage surveys

35 households revisited approximately 1 year later

In-home visits and brief assignments via PTK



Discrete, unobtrusive, fisheye

cameras support genuine

involvement and interaction

during in-person ethnography.

Digital ethnography is

conducted using a Participant

Toolkit.

ETHNOGRAPHIC TOOLS



Discrete, unobtrusive, fisheye

cameras support genuine

involvement and interaction

during in-person ethnography.

Observers focus on “being” in the

everyday lives of the respondent,

not on capturing them.

Digital ethnography is

conducted using a Participant

Toolkit.

Follow up conversations occur

via Skype, FaceTime, or Google

Hangouts.

ETHNOGRAPHIC TOOLS



ACCELERATION EXTENSION

Kirsten Bruckbauer, Research Director, GfK



ACCELERATION EXTENSION

Sample and Method



RECRUITMENT FUNNEL & METHOD

Recruitment was designed to identify households intending to make

a media technology upgrade before remuneration was discussed.

1 INVENTORY

2 INTENTION

3 ENTHUSIASM

4 RECRUITMENT



ACCELERATION EXTENSION FINDINGS



Smart TVs are the apex of home theater

technology and are a gateway to more upgrades.

Smart TVs emerged as the viewing device most participants intended to purchase in the near future

ACCELERATION

1



Smart TVs bring viewers together.

The introduction of a Smart TV drew viewing time away from other devices in the household and became the stimulus for more group viewing

ACCELERATION

2



Streaming is expanding to multiple rooms in the

household.

When both a new Smart TV and streaming device enter a household, the household focuses on the Smart TV and uses the streaming device to supplement a non-Smart TV in another room of the house

ACCELERATION

3



Streaming plays a role in tablet usage, but tablets

are not the primary screen.

While a new tablet did not become a dominant screen, it tended to establish a solid position in the household device hierarchy

ACCELERATION

4

Except for kids.



Viewing patterns are still dynamic and shifting as

a result of the device/service ecosystem churn.

Streaming devices show the potential to shift household viewing patterns

ACCELERATION

5



EVOLUTION OF STREAMING ADOPTION









“THE APPLE TV IS SMALL ENOUGH WHERE WE WILL BE ABLE TO EASILY SWITCH IT BETWEEN THE LIVING ROOM AND THE SECOND BEDROOM.”

“[MY HUSBAND’S] PARENTS LIVE IN IOWA. IT WOULD BE NICE TO BRING IT WITH TO WATCH MOVIES WHILE WE’RE THERE.”

HOUSEHOLD DEMOS

Device purchased Apple TV

Household members 2

Change in Viewing Upgraded Cable

TV service RCN

Digital subscriptions Netflix

HH12

STREAMING DEVICES THOUGHT OF AS MOBILE

“It helps maintain a home experience while you’re on the road.”






LONGITUDINAL ETHNOGRAPHY

Heather Young, Senior UX Lead Researcher, GfK

Hilary Whitehead, UX Lead Researcher, GfK



LONGITUDINAL ETHNOGRAPHY

Sample and Method



STUDY SAMPLE

PORTLAND

PHOENIX

CHICAGO

MEMPHIS

NEW YORK

PHILADELPHI

A

MIAMI

KANSAS

CITY



LOCAL DISTRIBUTION

CHICAGO

Home theater receiver

URBAN SUBURBAN RURAL

EAST 15% 10% 5%

MIDWEST 10% 5% 5%

SOUTH 10% 5% 5%

WEST 15% 10% 5% Intended for Market Research Purposes Only


STUDY SAMPLE

HOUSEHOLD TYPES

9 Multi-

Generational

15 Roommates

22 Couples

11 Singles

42 Families

with Children

DEMOGRAPHICS

5 Asian

17 African

American

58 White

19 Hispanic



Q1, 2014

Q2, 2014

Q3, 2014

Q4, 2014

Q1, 2015

Q2, 2015

Q3, 2015

Q4, 2015

Kickoff and

Recruitment

Ethnographic

Visits

Digital

Ethnography

Subset Visits

STUDY TIMELINE



LONGITUDINAL ETHNOGRAPHY FINDINGS



DEVICE

THREE KEY VARIABLES

SERVICE CONTENT



OVER-THE-TOP VIEWING



How and why do viewers make the decision to view Over-the-Top? ?

OVER-THE-TOP KEY RESEARCH QUESTION



FRAMEWORK FOR UNDERSTANDING OTT DECISION MAKING

MO

TIV

AT

ION

CONTEXTUAL

FACTORS

‣ Location

‣ Convenience

‣ Availability

‣ Viewers

‣ Time of Day

CONTENT Specific

or General

DEVICE Screen

Preference

SERVICE Usability,

Breadth of

Content



CONTENT-DRIVEN: NETFLIX ORIGINAL SERIES

New, exclusive

content is priority

Preferred device is

unavailable, so

viewer selects tablet

for portability and

screen size

Netflix is only option

CO

NT

EN

T

CONTENT House of

Cards

DEVICE Tablet

SERVICE Netflix



DEVICE-DRIVEN: RELAXING AFTER WORK

Follows

recommendation to

select content

Defaults to familiar

app with selection of

content

Most comfortable

location is

prioritized

CO

MF

OR

T

CONTENT Clips of

Tonight

Show

DEVICE Smart TV

SERVICE Hulu+



SERVICE-DRIVEN: BROWSING FOR CONTENT

Select Blacklist after

browsing based on

word of mouth

recommendations

Couple prioritizes

high volume of

content they can

agree upon

Use living room TV

with Apple TV for

comfort and

convenience

CO

MP

AN

ION

SH

IP

CONTENT Blacklist

DEVICE TV + Apple

TV

SERVICE Netflix



OTT VIEWING IMPLICATIONS TO CONSIDER

Unmeasured viewing is on the rise.





OTT viewing is most commonly driven by a desire to access

specific content, though it may also be driven by a desire, or

necessity, to use particular devices or services.





OTT viewing is most commonly driven by a desire to access

specific content, though it may also be driven by a desire, or

necessity, to use particular devices or services.

When individuals initially start using an OTT service, it

increases their total viewing time; over time, it may begin

to take the place of other viewing modes.



GROUP VIEWING



What is the effect of group viewing on the constellation of variables that comprise a viewing session, including choice of content, service, and device, as well as viewer attention and presence?

?

GROUP VIEWING KEY RESEARCH QUESTION



A FRAMEWORK FOR UNDERSTANDING GROUP VIEWING BEHAVIOR

CONSISTENCY OF PRESENCE

ATTENTION TO THE MAIN

SCREEN

DURATION OF PRESENCE



GROUP VIEWING BEHAVIOR SCENARIOS

DVR LIVE

Service/

Content

In the room, not

attentive to screen

Out of the

room

Attention

divided

Attentive to

screen

Device

Viewers



Co-presence is

priority

PERIPHERAL VIEWING: LOW ATTENTION, VARIABLE PRESENCE

Common

among

couples and

roommates



Co-presence is

priority

Desire for

“company” or

“background

noise”


Common

among

couples and

roommates



Frequently

linear TV, or a

favorite

standby series

Co-presence is

priority

Desire for

“company” or

“background

noise”

Common for

viewers to use

other devices


Common

among

couples and

roommates



DEDICATED GROUP VIEWING: HIGH PRESENCE, HIGH ATTENTION

Content enjoyed

by all or most

Viewers

infrequently

leave the room



DEDICATED GROUP VIEWING: HIGH PRESENCE, HIGH ATTENTION

Content enjoyed

by all or most

Viewers

infrequently

leave the room

May choose to

extend

engagement

Commonly live

viewing



Live content Kids use concurrent

screens

Parents and sister

are focused on main

screen Dad uses tablet

during ads

GROUP VIEWING: SCENARIOS IN ACTION



Mom is dedicated to

main screen content

Teen watches Netflix

while multitasking,

occasionally checking on

main screen

Dad and daughter watch

YouTube on mobile devices

Amazon Instant Video

content

GROUP VIEWING: SCENARIOS IN ACTION



GROUP VIEWING IMPLICATIONS TO CONSIDER

Many viewers have a limited perspective regarding what is

considered “viewing”.






Group viewing affects attention, but not in an exclusively

positive nor negative direction.








With multiple screens around to distract viewers, attention

fluctuates and bounces between devices unpredictably.








With multiple screens around to distract viewers, attention

fluctuates and bounces between devices unpredictably.

Because multiple people are in the room paying various

degrees of attention to the main screen, it can be difficult to

gauge exposure to content.



OUT-OF-HOME



How do viewers’ approaches to Out-of-Home viewing vary depending upon context and motivation?

?

OUT-OF-HOME KEY RESEARCH QUESTION



OUT-OF-HOME: INCIDENTAL VIEWING

Reliance on

whatever

device is on

hand, most

commonly a

smartphone

Group viewing

OOH occurs

spontaneously

Typically

involves

short-form

video,

commonly

encountered

via social

media or third

party sites



OUT-OF-HOME: PLANNED SITUATIONAL VIEWING

Tendency to

prepare by

selecting

specific

device or

ensuring

access to

content

Common

when travel or

long waits are

anticipated

Frequently

long-form

content



OUT-OF-HOME: CONTENT MOTIVATED VIEWING

Community of viewers is

most commonly sought for

sports or special events

Dedication to viewing in

spite of location

Desire to view time

sensitive content



OUT-OF-HOME VIEWING IMPLICATIONS TO CONSIDER

The constraints of Wi-Fi and data plans often influence

viewers’ service and content choices OOH.






Those who do not regularly watch OOH do report watching

when they are traveling or on vacation.








In some cases, the OOH viewing experience replicates the

in-home viewing experience, particularly when it is motivated

by content.








In some cases, the OOH viewing experience replicates the

in-home viewing experience, particularly when it is motivated

by content.

Some viewers rarely view OTT, except for OOH situations.



A WORD FROM NIELSEN

Brian S. Fuhrer, SVP, Product Leadership



THANK YOU



LONGITUDINAL ETHNOGRAPHY & ACCELERATION ......Home theater receiver URBAN SUBURBAN RURAL EAST 15% 10% 5% MIDWEST 10% 5% 5% SOUTH 10% 5% 5% WEST 15% 10% 5% Intended for Market Research

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