Year: 2013
Type: dissertation
Study design: Observational Study
Abstract: The consumption of media and television has changed dramatically over the past few\nyears. Proliferation of content and devices means that viewers are no longer bound by\ntraditional linear broadcasting and are making extensive use of time shifted content on\ntheir own terms. As a result there has been an in depth focus on the new forms of\nmedia consumption.\nThe main objective of this research was to examine the consumer choice of devices to\nconsume time-shifted content, more specifically video-on-demand content. This was\nexamined from a consumer behaviour perspective to determine the choices that\nviewers make regarding which devices to use; together with an analysis of contextual\nsituations.\nThe research design was of a descriptive nature and ordinal quantitative data were\ncollected through an electronic survey. 188 respondents who had access and made\nactive use of video-on-demand platforms within a pay-tv operator completed the\nsurvey.\nResults revealed moderate statistical relationships for some of the individual values\nthat had been identified from consumer behaviour theory. Descriptively, relationships\nwere noted for certain devices and the widespread consumption of others\nThe research concluded with recommendations for the management of the\nbroadcasting industry based on the findings, as well as direction for further research\nopportunities.
Author: Anna Vaulina
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W378900864