Beating Embedded Behaviour
Friday 2nd July 2010, 1:00pm - 1:45pm BST
Showroom Cinema 1
ACB delivers video ethnographic insights on children’s viewing 2006-2009 and how new technology has driven engagement. The aim of 1-3-9 longitudinal media lab is to deliver a consumer perspective on convergence to show how the future TV audience may engage with media across platforms. Speculation about the impact of convergence on future media consumption is often based on claimed behaviour and tends to assume the TV audience will move inevitably to a ‘user controlled’ TV. ACB’s research to date has shown that access, knowledge and claimed behaviour does not always reflect actual behaviour and embedded behaviour is often slow to change and some audiences neither have the time nor the appetite to explore alternative choices. With special reference to children – it has been found that whilst some children make leaps and shifts in their viewing behaviour– there are others who show very little change in terms of the bulk of their viewing behaviour. The aim of this research is to understand the drivers of behavioural change in the natural environment where there is much negotiation (!) amongst siblings over the remote and to understand how to drive behavioural change in those who might be a little slower in shifting. This research is industry neutral and takes some of the key insights on children’s behaviour from the three year study where children have had increasing access to converging devices such as PVR on the main set, on demand freely available on the laptop and in some cases Apple TV.
This session was first presented on Thursday 1st July at 3.30 pm