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A study of TV- and video consumption among Digital Natives and Digital Immigrants
KTH, School of Computer Science and Communication (CSC).
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
En studie av TV- och video konsumtion bland Digital Natives och Digital Immigrants (Swedish)
Abstract [en]

The accelerating development of digital technology along with the Internet has opened up for new types of media use. It is crucial for marketers and companies to understand the wants and needs of the growing consumer sector and especially the younger audience who consume media through new types of technology. This thesis presents a study of the differences in television and video consumption and interaction behavior between the two groups called Digital Natives and Digital Immigrants. Based on the research findings, the goal of this study was to discuss how the television landscape of the future could look and how to design a TV-application that takes the future adult generation, the Digital Natives, specific needs into consideration. This was done by reading up on existing research and trend reports, conducting interviews and usability tests with an existing TV-application, and lastly distributing a survey. The results from both interviews and the survey showed that the two groups’ behavior and preferences regarding TV and video consumption and interaction differed in many aspects. The reasons for watching video differed substantially between the groups, leading to the belief that the future TV landscape should look different from what it does today. Based on the findings, three user based personas and scenarios were created and two design workshops were held to brainstorm concepts of how to design for these personas. Lastly, three design concepts that could work in a future TV application were created and presented.

Abstract [sv]

En snabb utveckling av digital teknologi tillsammans med Internet har öppnat upp för nya sätt att använda media. Det är viktigt för företag och marknadsförare att känna till den växande konsumentsektorns behov, framförallt den yngre publiken som konsumerar media genom nya typer av teknik. Denna rapport presenterar resultaten från en studie av skillnader i TV- och video konsumtion och interaktion mellan de två grupperna Digital Natives och Digital Immigrants. Målet var att utifrån resultatet dels diskutera hur framtidens TV landskap skulle kunna se ut, men även att undersöka hur en TV-applikation, som tar den framtida vuxengeneration Digital Natives särskilda behov i beaktande, kan designas. Detta åstadkoms genom att läsa på om existerande forskning och trendrapporter, utföra intervjuer och användartester med en existerande TV-applikation samt att skicka ut en enkät. Resultaten från intervjuerna och enkäten visade att gruppernas beteende och preferenser gällande konsumtion av TV och video skiljde sig åt i många aspekter. Anledningen till varför grupperna tittade på video skiljde sig märkbart åt, vilket ledde till slutsatsen att det framtida TV landskapet kommer att se annorlunda ut än vad det gör idag. Baserat på resultaten, skapades tre personas och scenarios som representerade användarna, och två design workshops hölls för att utveckla design koncept för dessa personas. Slutligen skapades och presenterade tre olika design koncept som skulle kunna fungera i an framtida TV-applikation.

Place, publisher, year, edition, pages
2016.
Keyword [en]
media, consumption, behavior, TV, video, Digital Immigrants, Digital Natives
National Category
Human Computer Interaction
Identifiers
URN: urn:nbn:se:kth:diva-189641OAI: oai:DiVA.org:kth-189641DiVA: diva2:948231
External cooperation
Accedo TV
Supervisors
Examiners
Available from: 2016-07-25 Created: 2016-07-10 Last updated: 2016-07-25Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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  • Other locale
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Output format
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