Multi-screen social TV: investigating determinants of users’ attitude, viewing behavior and engagement

Principal Investigator (PI): Asst Prof Trisha Lin

Co-Principal Investigator (Co-PI): Asst Prof Liew Kai Khiun, Professor Theng Yin Leng

Collaborators: Asst Prof Chiang Yi-Hsuan

Start Date: Nov 2014

End Date: On-going

Abstract: Multi-screen social TV consumers use various devices to watch videos, engage in social media, and use multi-modal communication simultaneously or subsequently. Regarded as one of the 10 most important emerging technologies by MIT Technology Review, social TV becomes an increasingly crucial but under-investigated research area. As Singapore has a sophisticated TV industry with high social media penetration, it is a suitable test bed for developing the pivotal new media. In the early adopter stage, it is crucial to understand consumers’ perceptions and attitudes towards social TV and examine socio-psychological predictors (e.g. social presence, media engagement, and community participation) of its adoption and use.

Taking a mixed method approach, this 2-year research project consists of two dimensions: (1) to examine relations of socio-engagement predictors to users’ attitude, intention to adopt, and actual use of multi-screen social TV; and (2) to investigate how socio-spatial factors influence family use and interactive dynamics. The first study will conduct a national phone survey to recruit TV and social media users in addition to in-depth user interviews. The second study will observe households’ use of social TV (e.g., using social media or second screen during TV viewing) and have focus group discussions related to different categories of social TV usage.

Without others pursuing similar objectives in Singapore, this proposal takes a novel approach to examine social TV adoption and usage from both individual and household aspects. Our proposed work will contribute in three areas: (1) formulation of theoretical models regarding social TV users; (ii) analysis of multi-sourced empirical data to identify drivers and inhibitors of social TV diffusion; and (iii) recommendations for industry stakeholders and media policy-makers. With modest amount of budget, this proposal will provide useful insights of complex issues surrounding social TV and formulate new TV research directions in Singapore and beyond.