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Experimental Approach to Define Factors That Affect Media Multi-Screening Experience WP2, Personal Media Day, Deliverable 2.2.3.9 Experimental approach to define factors that affect media multi-screening experience Personal Media Day Experimental approach to define factors that affect media multi-screening experience Authors: Kenta Kusumoto, Heikki Lindroos Teemu Kinnunen, Pirkko Oittinen Confidentiality: Public Date and status: March 6, 2014 | Version 0.9 This work was supported by TEKES as part of the Next Media programme of DIGILE (Finnish Strategic Centre for Science, Technology and Innovation in the field of ICT) Next Media { a Digile Programme Phase 4 (1.1.{ 31.12.2013) Version history: Version Date State Authors Remarks 0.1 16.8.2013 initial draft Kinnunen initial version 0.2 23.1.2014 draft Kinnunen 0.3 24.1.2014 draft Lindroos, Kusumoto 0.4 28.1.2014 draft Kusumoto 0.5 29.1.2014 draft Kusumoto, Kin- nunen 0.9 30.1.2014 final Kinnunen, Final draft Kusumoto, Oitti- nen 1.0 6.3.2014 final version Kinnunen, Kusumoto Participants: Name Organisation Teemu Kinnunen Aalto University, School of Science, Department of Media Technology Kenta Kusumoto Aalto University, School of Science, Department of Media Technology Heikki Lindroos Aalto University, School of Science, Department of Media Technology Pirkko Oittinen Aalto University, School of Science, Department of Media Technology Next Media www.nextmedia.fi www.digile.fi WP2 PMD Experimental approach to define factors that affect media multi-screening experience 2 (214) Next Media { a Digile Programme Phase 4 (1.1.{ 31.12.2013) Executive Summary In this research report, we studied how media content displayed on a 2nd screen affects the media experience. We conducted a user study, where we asked our participants to watch video clips from a TV. In addition to the video clip presented on the TV, we displayed additional information and Twitter messages on the 2nd screen (a tablet in this case). We measured how the experience changes when additional content is displayed on the tablet by using self-reports, biosignal measurements and an eye-tracker device. In the experiment carried out, we had four different conditions which represent different use cases which were the following: i) user watching TV, ii) user watching TV and using tablet to read additional related information, iii) user watching TV and following Twitter for relevant tweets iv) user watching TV and using tablet to read related information and following Twitter messages. In addition, we had eight different video clips from four genres: magazine, documentary, reality and sports. We studied, how additional content presented on 2nd screen affects the experience by comparing results from different conditions i.e use cases. We also studied, how the genre of the TV program and the user personality affects the results. The results of the experiment are presented in two Master's Theses included in this research report. The first Thesis focuses on a social point of view in 2nd screen usage. The second Thesis focuses on factual additional information in 2nd screen usage. We found out that people differentiate TV programs, Twitter messages and additional information from each other and do not consider them a single holistic media content. Based on the results presented in this study, we found that the relevancy of the additional content had significant effect on media experience. Therefore, additional content should be related to the primary media, and preferably, it should be relevant to the user. The amount of additional content should not be overwhelming, and users should be able to control the flow of the additional content. Additional content did not make unsatisfying TV content to appear more satisfying. However, participants were keen to use the provided 2nd screen application to enrich their media experiences. Moreover, the user personality had several effects on 2nd screen experiences. We concluded that in order to improve media experience by providing additional content on the second screen, i.e. the tablet in this case, one must choose relevant content. In addition, users would like to choose and search additional content instead of being forced to consume content chosen for them. It can be argued that the user personality plays a crucial role in the development of personalized second screen services. In this research report, user interaction was limited to browsing, bookmarking and retweeting. In a real-life application, the application should allow users to send Twitter messages and browse the Internet more freely. In addition, users were keen to use Facebook instead of Twitter. For the future research, we would like to make a real-life application similar to the application presented in this study, but instead of a laboratory experiment, we would like to make a public test where thousands of users could use the application simultaneously. WP2 PMD Experimental approach to define factors that affect media multi-screening experience 3 (214) Next Media { a Digile Programme Phase 4 (1.1.{ 31.12.2013) Tiivistelm¨a T¨ass¨a ty¨oss¨a tutkimme, kuinka lis¨an¨ayt¨oll¨a (second screen) esitetty lis¨asis¨alt¨o vaikuttaa mediakoke- mukseen. Tutkimuksessa suoritimme k¨aytt¨aj¨akokeen, jossa koehenkil¨ot katsoivat TV-ohjelmia samalla seuraten lis¨an¨ayt¨oll¨a (tablet-laitteella) esitetty¨a lis¨asis¨alt¨o¨a. Kokemusta mittasimme itsearvioinneilla, biosignaaleilla sek¨a silm¨anliikekameran avulla. Kokessa oli nelj¨a vaihtoehtoista tilannetta: i) koehenkil¨o katsoo pelk¨ast¨a¨an TV ohjelmaa ii) koe- henkil¨o katsoa TV ohjelmaa ja seuraa lis¨atietoartikkeleita lis¨an¨ayt¨olt¨a iii) koehenkil¨o katsoo TV oh- jelmaa ja seuraa Twitter-viestej¨a lis¨an¨ayt¨olt¨a iv) koehenkik¨o katsoo TV ohjelmaa ja seuraa sek¨a lis¨atietoartikkeleita ett¨a Twitter-viestej¨a lis¨an¨ayt¨olt¨a. Jokainen koehenkil¨o katsoi kahdeksan TV- ohjelmaa, jotka edustivat nelj¨a¨a median lajityyppi¨a: ajankohtaisohjelmat, dokumentit, tosi-TV ja urheilu. Ty¨oss¨a selvitimme, kuinka median lajityypit vaikuttavat eri lis¨asis¨alt¨oyhdistelmill¨a kokemuk- seen. Lis¨aksi tutkimme, onko koehenkil¨on persoonallisuudella vaikutusta kokemukseen. T¨am¨a tutkimusraportti muodostuu kahdesta diplomity¨ost¨a, joista ensimm¨ainen keskittyy tarkas- telemaan lis¨an¨ayt¨oll¨a esitetyn sosiaalisen median vaikutuksia kokemukseen, ja toinen vastaavasti lis¨an¨ayt¨oll¨a esitetyn lis¨atietoartikkelien vaikutuksia kokemukseen. Tulosten pohjalta havaitsimme, ett¨a koehenkil¨ot k¨asittiv¨at TV-ohjelmien, Twitter-viestien ja lis¨atieto- artikkelien olevan kokemuksellisesti erillisi¨a sis¨alt¨oj¨a sen sijaan, ett¨a ne olisivat tarjonneet yhten¨aisen kokemuksen. Sill¨a, kuinka hyvin lis¨asis¨alt¨o koettiin liittyv¨an katsottavaan TV-ohjelmaan, oli merkitsev¨a vaikutus lis¨asis¨alt¨o¨on liittyv¨a¨an kokemukseen. N¨ainollen mediakokemuksen kannalta on ensisijaisen t¨arke¨a¨a, ett¨a lis¨asis¨alt¨o liittyy \p¨a¨asis¨alt¨o¨on". Lis¨asis¨all¨on on my¨os oltava merkityksellist¨a k¨aytt¨aj¨alle. N¨aiden ohella olisi suotavaa, ett¨a lis¨asis¨alt¨o¨a tarjotaan sopiva m¨a¨ar¨a, jottei k¨aytt¨aj¨a huku informaation tul- vaan. K¨aytt¨aj¨an tulisi muun muassa pysty¨a itse vaikuttamaan siihen, kuinka paljon h¨anelle tarjotaan lis¨asis¨alt¨o¨a. Vaikka koehenkil¨ot kokivat lis¨asis¨all¨on hy¨odylliseksi, niin siit¨a huolimatta lis¨asis¨alt¨o ei kui- tenkaan kyennyt pelastamaan huonoksi koettua TV-ohjelmaa. Lis¨aksi koehenkil¨on luonteenpiirteill¨a oli useita vaikutuksia lis¨asis¨alt¨o¨on liittyviin kokemuksiin. Ty¨on johtop¨a¨at¨oksiss¨a totesimme, ett¨a mediakokemuksen parantamiseksi, lis¨an¨ayt¨oll¨a esitetyn lis¨asis¨all¨on tulee olla merkityksellist¨a koehenkil¨olle. Lis¨aksi koehenkil¨ot haluaisivat itse vaikuttaa lis¨an¨ayt¨oll¨a esitettyyn lis¨asis¨alt¨o¨on. T¨ass¨a ty¨oss¨a mediakokemuksen tutkimiseen k¨aytt¨am¨amme lis¨an¨aytt¨osovellus mahdollisti vain raja- tun m¨a¨ar¨an interaktioita, kuten lis¨asis¨alt¨ojen selaaminen, kirjanmerkkeihin tallentaminen ja viestien jakaminen. Todellisessa markkinakelpoisessa sovelluksessa k¨aytt¨aj¨an tulisi pysty¨a valitsemaan, mit¨a sosiaalisen median palvelua haluaa k¨aytt¨a¨a, sek¨a saada selata WWW-sivuja vapaasti. Tulevaisuudes- sa, haluaisimme tutkia kokemusta sovelluksella, joka mahdollistaisi eri sosiaalisen median palveluiden k¨ayt¨on sek¨a vapaamman WWW-selaamisen. Julkisesti tarjottavalla lis¨an¨aytt¨osovelluksella pystyisim- me ker¨a¨am¨a¨an laajemmin aineistoa lis¨an¨ayt¨on k¨ayt¨ost¨a ja sen vaikutuksesta mediakokemukseen. WP2 PMD Experimental approach to define factors that affect media multi-screening experience 4 (214) Aalto University School of Science Degree Programme of Computer Science and Engineering Heikki Lindroos Effects of Social Presence on the Viewing Experience in a Second Screen Environ- ment Master’s Thesis Espoo, January 27, 2014 Supervisor: Professor Pirkko Oittinen, Aalto University Instructor: Ph.D. (tech) Teemu Kinnunen Aalto University School of Science ABSTRACT OF Degree Programme of Computer Science and Engineering MASTER’S THESIS Author: Heikki Lindroos Title: Effects of Social Presence on the Viewing Experience in a Second Screen Envi- ronment Date: January 27, 2014 Pages: viii + 97 Professorship: Mediatechnology Code: T-75 Supervisor: Professor Pirkko Oittinen Instructor: Ph.D. (tech) Teemu Kinnunen Technological progress and changes in society have affected the media con- sumption habits that people are now accustomed to. The introduction of smart- phones, the penetration of social networking services and the increased pres- ence of both have put the consumer in a more active role. In the context of watching TV, these changes have brought up new surroundings for viewing media. This is known as a second screen viewing environment, in which the TV viewer multitasks with another electronic device simultaneously. Second screen content can vary widely, here we are interested in the social media con- tent. Both broadcasting companies and the research community have shown inter- est towards the field.
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