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Topics
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Strategy Analytics

Profiling the Connected Media Consumer: a Contextual Study

Author: Christopher Dodge

Publication Date: Jan 25 2010

Pages: 56

Report Type: Presentation, PowerPoint


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Summary

This report presents the findings of ethnographic research investigating the attitudes and behaviors or connected media consumers. Strategy Analytics has identified four core motivators for consumers to connect their televisions to the internet: consumers desire a more personalized TV experience, want to customize the TV experience, want to discover new content based on existing interests, and desire a more social TV experience. However, barriers to adoption were also identified, related to the controllers, hardware, connectivity, and content & services. This research was conducted in San Diego, USA in December 2009.

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