In this work we discuss the hypothesis that iTV viewers can be clustered, with respect to their viewing behavior, in two distinct groups that resembles the prototypical readers and skimmers found among bypertext users. An experimental study with 55 subjects was conducted in a condition as close as possible in TV whatchin (use of a remote control, distant view, and so on). The viewers were asked to explitly rate every additional scene accessed. Cluster analysis showed that two groups of watchers can be recognized: (a) medium/high-rating viewers who see about 4 additional scenes during the initial documentary's section and less than 2 additional scenes in the remaining sections. and (b) low-rating viewers who see less than 2 addtional scens during the whole documentary's vision. If confirmed by other exeriments, these results demonstrate that TV watchers exhibit skimming and reading behaviors and that viewers' satisfaction can be influenced by their belonging to one class or the other
Readers and Skimmers Whatchin iTV: Evidences from Interactive Video-on-Demand
Nardon, Marianna;Pianesi, Fabio;Zancanaro, Massimo
2003-01-01
Abstract
In this work we discuss the hypothesis that iTV viewers can be clustered, with respect to their viewing behavior, in two distinct groups that resembles the prototypical readers and skimmers found among bypertext users. An experimental study with 55 subjects was conducted in a condition as close as possible in TV whatchin (use of a remote control, distant view, and so on). The viewers were asked to explitly rate every additional scene accessed. Cluster analysis showed that two groups of watchers can be recognized: (a) medium/high-rating viewers who see about 4 additional scenes during the initial documentary's section and less than 2 additional scenes in the remaining sections. and (b) low-rating viewers who see less than 2 addtional scens during the whole documentary's vision. If confirmed by other exeriments, these results demonstrate that TV watchers exhibit skimming and reading behaviors and that viewers' satisfaction can be influenced by their belonging to one class or the otherI documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
