Viewer behaviors and practices in the (new) Television Environment

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

Time-shift

Live

VoD

Time-shift

VoD

Time-shift

VoD

Time-shift

VoD

Time-shift

VoD

Time-shift

>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/

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