Mobile TV: Why watch it?

Consumer adoption of mobile TV: Examining psychological flow and media content

Yoonhyuk Jung , Begona Perez-Mira and Sonja Wiley-Patton

THE CONCEPTS

Technology Acceptance Model – Does someone believe a technology is useful? Does someone think that technology is easy to use?

Cognitive Concentration – How well can someone get “into the zone” to block out

distractions to enjoy or understand what he or she is viewing?

Quality – Does the quality of the programming affect how well someone

enjoys the mobile TV experience?

THE STUDY

• 208 South Koreans

• Volunteers on an online survey

• Early adapters

• 16 questions

• Likert scale (meaning each picks one of seven spots on a scale from strongly agree to strongly disagree)

RESULTS FIT THE THEORIES

Early adapters think mobile TVs are fun and useful

Ease of use is just a slight factor to these early adapters

A user’s ability to concentrate amongst distractions and the quality of the shows are big factors in if a test subject enjoyed using a mobile TV

But………………..

There’re lots of flaws with the results

My criticismsThis study look at perception (which is its aim), but

we’re relying on a self-selected early adapter’s word that he or she can concentrate among distractions.

A significant distraction can range from heavy breathing to an explosion – depending on an individual. Also, individuals have different perceptions on how well they concentrate – which may or may not agree with reality.

NO NUMBERS!!!!!!!!!!!!!!!!! No numbers published on the 208,. No Likert scale averages,. That may be standard operating procedure in the academic world, but would be a fatal flaw in the non-academic world.

Distractions and programming quality have affected viewing enjoyment since ancient Greece. The fact that these affect mobile TV is in the “well, duh” category.

By John StangAll images from flickr.com and are available under Creative

Commons

• Mobile phone photo -- http://www.flickr.com/photos/raverken/2322303997/• Korean professor photo• http://www.flickr.com/photos/68242677@N00/2345809791/sizes/m/• Atomic bomb photo -- • http://www.flickr.com/photos/schriste/2048054498/sizes/m/• Numbers photo --

http://www.flickr.com/photos/tiffanyday/2943493642/sizes/m/• Jumping girl photo --

http://www.flickr.com/photos/mikebaird/2678307443/sizes/m/