Conference Proceeding Article
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.
Cable TV, consumer behavior, cluster analysis, data analytics, entertainment, preferences, TV channels, viewing patterns.
Computer Sciences | E-Commerce
Information Systems and Management
ICEC '12: 14th Annual International Conference on Electronic Commerce, Singapore, 7-8 August, 2012: Proceedings
City or Country
CHANG, Ray M.; KAUFFMAN, Robert J.; and SON, Insoo.
Consumer Micro-behavior and TV Viewership Patterns: Data Analytics for the Two-way Set-top box. (2012). ICEC '12: 14th Annual International Conference on Electronic Commerce, Singapore, 7-8 August, 2012: Proceedings. 272-273. Research Collection School Of Information Systems.
Available at: http://ink.library.smu.edu.sg/sis_research/1759
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