Viewer behaviors and practices in the (new) Television Environment
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The document explores viewer behaviors and practices in the evolving television landscape, focusing on young Portuguese viewers. It outlines key findings from a survey highlighting multitasking while watching TV, preferences for content discovery, and the influence of social interactions on viewing decisions. The results point to a need for improved interactive television services and more personalized content recommendations driven by viewers' preferences and habits.
Viewer behaviors and practices in the (new) Television Environment
- 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
- 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?
- 28. For more information you can check our infographic… http://socialitv.web.ua.pt/