Consumer Micro-behavior and TV Viewership Patterns: Data Analytics for the Two-way Set-top box
Consumer behavior patterns related to home digital media use are changing due to technological innovations. We examine them in the presence of two-way cable television (CATV) settop boxes. They permit viewers to change channels, switch to the Internet, and order paid programming, among other functio...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2012
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/sis_research/1759 https://ink.library.smu.edu.sg/context/sis_research/article/2758/viewcontent/p272_chang.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | Consumer behavior patterns related to home digital media use are changing due to technological innovations. We examine them in the presence of two-way cable television (CATV) settop boxes. They permit viewers to change channels, switch to the Internet, and order paid programming, among other functions. We focus on micro-level data that are generated from consumer CATV viewing behavior. We capture clickstreams of channel-changing behavior when consumer use a remote control handset to interact with the set-top box in their home. We explore a variety of data analytics results that characterize patterns of consumer channel-switching behavior, as a basis for suggesting different clusters of observed behavior. We also probe the explanatory elements that give rise to what we see. |
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