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 Watchapalooza! How Consumers Decide What to Watch When, Where, and Why


​For pricing information, please contact Linda LaVigne at linda@ctam.com or 301.485.8923.

 


PDF version (email / fax)

Tablet, TV, Smartphone…Streamed Online, Live, or via App…

Why do consumers make the viewing decisions they do?


This study takes a deep dive into how moods, needs states, environmental context and psychographics affect content, platform and device choices.



 

Other Objectives Include:

  • Assess new/alternative viewing behaviors and occasions and the “whys” or factors that influence their decision for engaging in these behaviors.
  • Establish a hierarchy across different viewing options.
  • Enumerate emerging viewing behaviors and understand the relative frequency to better understand the true impact of each.
  • Develop profiles or categories of those engaging in emerging behaviors to inform marketing and programming efforts.
  • Evaluate the affect of mood on decision making (i.e. program selection, device use).
  • Observe the impact of situational, environmental or ergonomic factors on preferred viewing methods; and gauge the role of personal preferences or psychographic traits.

The objective of the research is to help Programmers and MSOs understand the drivers behind viewing decision-making to help them stay one step ahead of emerging viewership trends in this ever-changing market. 

In addition to the in-depth qualitative, the quantitative portion of the study not only includes rich survey data but also, comprehensive behavioral data from the Media Behavior Institute’s TouchPoints.

 

MBI TouchPoints:



This study will integrate MBI TouchPoints data on how moods, needs states, environmental
context and psychographics affect content, platform and device choices.
Click here for more information on MBI TouchPoints.

 

Deliverables:

Share Key Findings with Your Co-Workers
All employees from subscribing companies are invited to participate in this exclusive webcast, highlighting key findings, actionable insights, as well as a Q&A session with social analysts and experts.

By subscribing to the study, you will receive the following deliverables:

  • Full set of  banners from the quantitative survey among both A18-64
  • Executive Report:  An executive briefing ideal for presenting executives, marketers and advertisers with a snapshot of the study’s key findings.
  • Full Comprehensive Report:  Full report, including topline executive summaries, in-depth analysis and integrated graphics.
  • Qualitative Report: Detailed report on key findings from the one-on-one consumer interviews with integrated quotes and respondent details.

 

Methodology:

Phase 1: Qualitative IDIs

IDI Sample:

  • 13 IDIs - 90 min length
  • A18-54, Approx. 50/50
  • Owns/Used at least 2 devices to view TV shows
    • Internet-enabled Tablet;
    • Smartphone;
    • 7G Video Game Console (i.e. Xbox360, PS3 or Wii);
    • Internet-enabled TV set or Blu-ray player; and
    • Other Internet-connected devices for the TV set (i.e. AppleTV, Roku).

Exercises:

  • Situational decision making exercise
  • Projective storytelling exercises
  • Direct interaction with devices

Phase 2: Quantitative Online Study

  • Online quantitative survey
  • Recruited via national online panel
     
     

Sampling Requirements

Total n=2,000

  • 18 to 64 years (A18-34, A35-49, A50-64)
  • 50% men, 50% women
  • Mix of cable, satellite, telco and non-multichannel subscribers
  • Must watch at least 5+ hours of TV programming content (i.e. full-length TV shows) in a typical week
  • Quotas for device viewers (must have used any of the following devices to view a TV show(s) in the past 30 days): Internet-enabled Tablet; Smartphone; 7G Video Game Console (i.e. Xbox360, PS3 or Wii); Internet-enabled TV set or Blu-ray player; other Internet-connected devices for the TV set (i.e. AppleTV, Roku); Internet enabled HDTV sets

​For pricing information, please contact Linda LaVigne at linda@ctam.com or 301.485.8923.

 


PDF version (email / fax)

Developed by the CTAM Research Committee in conjunction with: