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 motivations needs to be efficient, asking the minimum possible number of questions, but at the same time it needs to be comprehensive, so that no important motivations are left out. This study illustrates the use of one such survey, which uncovered the motivations for watching and also interacting with television programmes and ads in the United Kingdom (UK) digital TV audience.