Consumer Micro-behavior and TV Viewership Patterns: Data Analytics for the Two-way Set-top box

• Main Authors: CHANG, Ray M., KAUFFMAN, Robert J., SON, Insoo
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Cable TV; consumer behavior; cluster analysis; data analytics; entertainment; preferences; TV channels; viewing patterns.; Computer Sciences; E-Commerce
• 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
• Institution: Singapore Management University

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.