Device Choice for On Demand TV

[摘要] The consumption of media and television has changed dramatically over the past fewyears. Proliferation of content and devices means that viewers are no longer bound bytraditional linear broadcasting and are making extensive use of time shifted content ontheir own terms. As a result there has been an in depth focus on the new forms ofmedia consumption.The main objective of this research was to examine the consumer choice of devices toconsume time-shifted content, more specifically video-on-demand content. This wasexamined from a consumer behaviour perspective to determine the choices thatviewers make regarding which devices to use; together with an analysis of contextualsituations.The research design was of a descriptive nature and ordinal quantitative data werecollected through an electronic survey. 188 respondents who had access and madeactive use of video-on-demand platforms within a pay-tv operator completed thesurvey.Results revealed moderate statistical relationships for some of the individual valuesthat had been identified from consumer behaviour theory. Descriptively, relationshipswere noted for certain devices and the widespread consumption of othersThe research concluded with recommendations for the management of thebroadcasting industry based on the findings, as well as direction for further researchopportunities.

[发布机构] University of Pretoria