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Advanced HMI Strategies

Multi-Screen Behaviors of Chinese Smart TV Consumers

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Report Summary:

Compared to consumers in the US and UK, multi-device behaviors are less frequent among Chinese connected TV owners. Most participants in this study who reported using multiple devices while watching TV are mainly the secondary user of the connected TV within their household. Secondary devices used while watching TV/video are more likely to be used for gaining information than sharing information. Not only connected TV owners, but also mobile video consumers (who watch videos on a smartphone frequently) exhibited great interest in the ability to link the TV experience with the mobile video experience.

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