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A Study on the Deprivation of Television Remote Controls. Connor McKay Kelli Naylor Diana Nolacea Lisa Teague. Out of Control . Remote Control. An electronic device used for the remote operation of a machine.
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A Study on the Deprivation of Television Remote Controls Connor McKay Kelli Naylor Diana Nolacea Lisa Teague Out of Control
Remote Control An electronic device used for the remote operation of a machine. The term remote control can be contracted to remote or controller. It is known by many other names as well, such as clicker and also the changer.
Technology • “39% of Americans do not think technology makes people more productive” • “72% of people 18-32 believe society is too dependent of electronics and electronic gadgets” • “The Baby Boomer segment is least likely to agree that society is too dependent on gadgets” • “27% of consumers very strongly or strongly like the idea of controlling home systems or appliances from a mobile device”
Remote Controls • “Televisions have been redesigned to reflect the triumph of the remote” • “The remote handed viewers the power to switch away from whatever displeased them in an instant.” • “The remote is the direct ancestor of automatic garage-door openers, wireless phones, remote keyless entry in cars, even laptops.”
Participants • 4 females, 5 males • 6 SMU undergrad students • 1 SMU grad students • 1 SMU alum • 1 UNT undergrad student
Measurements • Pre-deprivation questionnaire • Mid-deprivation questionnaire • Track television viewing • Focus Group session • Individual interviews
The 5 A’s Segmentation Anchored Avoiders Antsy Avoiders Analysts Adapters Accepters
Anchored Avoiders • Avoided TV viewing by changing their behavior • Studying • Sleeping • Regular TV viewing: 49.5 hours per week • Decreased: 54-85% (average 67%)
Anchored Avoiders • “The volume was either too loud or too soft, but I wouldn’t get up to change it because I was basically too lazy or I didn’t care enough.” • “It’s mostly just frustrating. I can watch TV like normal without it, but I have to get up if I want to change anything.”
Antsy Avoiders • Actively avoided their TV viewing habits by changing their behavior • Shopping • Working out • Hanging out with friends • Talking on the phone • Regular viewing averaged 17.5 hours • Decrease 44-59% (51.5% average)
Antsy Avoiders • “I just go to the gym or do something else instead of watching the TV without the remote. I did not like having to get up every time I wanted to watch something different.” • “Without the ‘ease’ of a remote control, I found myself occupying my time with other activities such as doing my homework immediately after class, working out at the gym and even shopping with my girlfriends.”
Analysts • Analysts carefully selected the times they would watch TV, to only view what they wanted to watch • Regular TV viewing: 15.43 hours • One participant’s viewing increased by 63% and the other decreased by 58% • Only segment where increased viewing occurred
Analysts • “It’s a pain to have to go up to the box and have to change it around, so unless there was something on TV that I wanted to watch, I would pretty much steer clear”. • “It’s made me choosier about programs. If I turn the TV, I try to leave on one show and when that one is done, find another. Or find a channel where I can leave it for a while.”
Adapters • Changed the environment in which they viewed the shows of their choice. • Went to online viewing • Regular TV viewing: 5.43 hours per week • Decreased: 67%
Adapters • “I’ve resorted to watching online more.” • “Before, I had never watched a show online.”
Accepters • Watched the channel that TV was tuned to • Watched the commercials • “Cheated” by asking someone to change the channels • Regular viewing: 24.5 hours per week • Decreased: 45%
Accepters • “I hate the world when I am watching TV it sucks to not be able to use it. My TV buttons do not work because it is hooked up with the TiVo and I have to have my 5 year old niece to push the buttons for me.”
The Big Picture “instantaneously accessible and virtually effortless.”
“Instantaneously Accessible Virtually Effortless” • 17% GPS • 20% MP3 • 54% of teens • 78% Cell Phones • 80% access the internet • 80% E-mail • 694 Million Internet • 48% 1 Hour plus per day