Segmenting the Consumption of Video on Tablet Devices in South Africa
Daniels, Bradley Warren
The introduction of portable tablet devices and wireless distribution technologies enables the consumption of video in many other settings than just TV in the home. Consumers have increased portability, with options to consume video in a manner that gives them more control over what, where and when they watch. The emergence of technology poses a challenge and opportunity for existing TV providers and anyone involved in the ecosystem of portable devices and wireless distribution. The challenges exist in understanding the consumption of video on tablet devices and how it will change current TV consumption. The opportunity is the ability to adapt and capture the evolution of these developments. A standard structured questionnaire was designed to determine the consumption motives, the context of consumption, the content consumed, consumer behaviour and the consumer experience when consuming video on a tablet device. These characteristics were then analysed using a quantitative research methodology. Seven clusters were identified in the data set. Multiple motives for consumption were in some cases combined in single clusters, while the need for portability and the need for an alternate viewing environment were the two highest motives of consumption. Movies and entertainment proved to be the most popularly consumed by recorded/ downloaded/ on-demand method of consumption using Wifi as the technology connection, while sport and news were consumed live using Drifta (broadcast) and 3G technology connections. Content providers should aim to establish content environments that support the consumption of video on tablet devices, without compromising their revenue streams in the medium to long term. The frequency of consumption was largely weekly and was correlated to the perceived sufficiency of content which can be improved through search and discovery of content to be consumed on tablets made simple through the use of tablet applications and improved personalised user ii experience employing recommendation engines and improved direct marketing communication. The demographics are not representative of South Africa with respondents being mostly older men in a higher income bracket. It is recommended that the data networks’ low traffic periods are better utilised to deliver content to consumers at lower tariffs. Regulators should mandate the inclusion of standards that are adopted by South Africa to optimize the frequency utilisation and the lower the cost of ownership.