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P R O D U C T R E S E A R C H. Jordan Sheckman. T H E P R O D U C T. C U R R E N T T A R G E T A U D I E N C E. Median age: 35 80% of users 25-54 Avg. 10-20 hrs. TV and movies a week. C O N T A C T I N G T H E C O M P A N Y. Not actively targeting seniors KidZone
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PRODUCTRESEARCH Jordan Sheckman
CURRENT TARGET AUDIENCE • Median age: 35 • 80% of users 25-54 • Avg. 10-20 hrs. TV and movies a week
CONTACTING THE COMPANY • Not actively targeting seniors • KidZone • TiVo on Mobile Phones • TiVoToGo
NEW TARGET AUDIENCE • Age 55+ • Retired (though not exclude working) • Males and Females • Avg. 10-20 hrs. TV per week
SURVEY OVERVIEW • 25 seniors (11 male, 14 female) • Publix on 34th and Williston • April 4th & 6th
SURVEY OVERVIEW • 14 questions • Multiple choice, ranking, open-ended • Key questions…
SURVEY OVERVIEW • Age/Gender (avg. age = 59) How comfortable are you operating your DVD player? û How comfortable are you operating your personal computer? û
SURVEY OVERVIEW • Own TiVo? (0/25) Used TiVo? (13/25) How easy was the TiVo to use? û How important is it to you to be able to watch television programs you enjoy whenever you want? û
CONCLUSIONS 22,097 U.S. adults Each of 50 states Source: 2002 MARS OTC/DTC Pharmaceutical Study
CONCLUSIONS • Somewhat familiar with computers, but not enough for high-end features • Interested in basic TiVo features • Appeal to simplicity & not having to worry to remember show times