The importance of social motives for watching and interacting with digital television

Steven Bellman, Anika Schweda and Duane Varan

Contrary to a key assumption of the TV industry, interaction with digital interactive TV (iTV) programmes and ads is driven as much by social motivations as it is by information seeking.

The importance of social motives for watching and interacting with digital television

Steven Bellman, Anika Schweda and Duane Varan

Interactive Television Research Institute

Introduction

Marketers can use differences in motivations to craft appeals that are attractive only to the most profitable segments of consumers. These motivations are perhaps best revealed in in-depth, personal interviews (e.g. Valentine & Evans 1993), but can also be uncovered using quantitative surveys, which are needed to measure the relative sizes of potential segments. A survey of consumer...

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