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What’s Motivating Consumers to Connect to Digital Media?

by Christopher Dodge | 2月 20, 2010

Strategy Analytics has recently completed a series of in-home interviews and observations with a segment that we call “connected media consumers” – i.e. individuals who connect their home entertainment devices to the web to access and view digital media content on their televisions. By taking an ethnographic approach, we identified four key motivators for adopting media connectivity that are common across those we studied. • They want a more personalized TV experience. Having access to web-based content on their TVs frees them from the standard cable/satellite TV schedules, allowing them to watch what they want, when they want, and where they want. This also enables them to pay just for the content they are interested in. • They want to customize the TV experience – i.e. to control and configure their set up to optimize it to their situation and preferences. For example, being able to choose the way they see advertising on Hulu.com is important to them. • The discovery of new content is also important. They use services such as Pandora online radio because they like how it suggests new music based on their established interests and preferences. The ability to discover new, and importantly relevant, content is a compelling part of digital media entertainment for these consumers. • And finally, they want a more social TV experience, so that they can share their experiences with friends and family, both physically and virtually. They are at the forefront of the convergence between social networking and digital media. The full findings of this study, which includes insights into barriers to adoption and unmet needs of connected media consumers, are available for purchase here: Profiling the Connected Media Consumer: a Contextual Study.

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