A study of TV- and video consumption among Digital Natives and Digital Immigrants
Sammanfattning: 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.
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