New Teen Lab TV Research: What We Can Do to Improve the Viewing Experience

This is part two of a three part series on our recent research on the TV habits of our Lab Members from all over the world. Here’s part one if you missed it. If you have questions or want a briefing for your organization, please let us know.

After reviewing the feedback we got from our Lab Members in our television study, a few things became clear. As the creators of the technologies they are using, there are things we can do to add value to the viewing experience. Here’s what tops the list:

Make finding shows easier.

In the video below, I think our Lab Member from Israel says it best. She’s busy, pulled in a million directions and yet she wants to see her favorite shows. And she needs our help. Teens want to watch TV when they have time and that means they first need to find them. They want to do that using all their devices – phone, computer, television and more – and they want it to be even easier than using iTunes.

Make search match the way they think.

Here’s the second part of their request – how they look for their favorite programs should be based on the way they think – not how we think. That might take a minute for your adult brain to understand. What they are saying is “sitcom” is not necessarily the best description of Hannah Montana, yet if you are using a conventional TV search engine, that’s probably how it’s listed. Teens don’t think in broad, adult-driven categories based on some strange lexicon attached to the entertainment industry.

Add intelligence and make it personal.

We need to make TV search adaptable and intelligent so it learns the user’s individual preferences which are not often considered in a television setting. All too often television preferences are collected in the aggregate – all viewers. Even today my TiVo learns from my household (rather than for me and then my daughter) which creates an eclectic mix of recommendations based on Cartoon Network and “24” as my daughter and I duke it out for TiVo control.

We’ll have part three for you on Monday. In the meantime, please let us know if you would like a private briefing on the complete results.

Update: Read part three!