Segmenting the Consumption of Video on Tablet Devices in South Africa
Date
2014-01-08
Authors
Daniels, Bradley Warren
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Abstract
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.
Description
MBA thesis
Keywords
Tablet devices