Media Experience of Additional information on Second Screen Kenta Kusumoto [email protected]...

Media Experience of Additional information on Second Screen

Kenta Kusumoto [email protected] University School of ScienceDepartment of Computer Science2015-01-29

Introduction: overview

• Interest in second screens and their TV related usage has grown– Social media conversations, information about people/products

• Several second screen apps have been developed, especially for tablets– Social media integration, additional

information, exclusive content, polls,check-ins, etc.

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Kenta Kusumoto [email protected]

Introduction: motivation

• Lots of research on media multitasking and second screen performance

• Little research on media experience of second screen• Lots of research on concurrent TV viewing and related

Twitter usage• Little research on concurrent TV viewing and related

additional information usage• Moreover, individual personality is not often taken into

account

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Research questions

• RQ 1. What kind of effect does the presence of additional information have on media experience of TV programs?

• RQ 2. What differences are there in media experience between TV genres, with respect to the presence of additional information? Consequently, are there genres that are better suited for additional information on second screen?

• RQ 3. What kind of moderation effect do personality traits have on second screen use and associtated media experience?

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Experiment: overview

• 43 participants

• Participants used second screen app on tablet freely while watching TV programs

• Related tweets and addinfo(additional information) sychronized with TV program were provided as second screen content


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Experiment: design

• TV programs (8) × Tweets (2) × Addinfo (2)


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Magazine

Documentary

Reality

Sports

Experiment: dependent variables

• Self-reports for each content type– Interestingness, personal relevance,

trustworthiness, novelty, understandability, likability, concentration, etc.

• Tablet interactions– Number of opened articles, number

of bookmarked articles, etc.

• Psychophysiology– ECG (attention), EDA (arousal),

facial EMG (valence)

• Eye tracking– Visual attention on tablet

• Personality– Polychronicity


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Helle et al., 2011

Results: effect of addinfo on media experience of TV programs• Addinfo did not have effect on

self-reported media experience of TV programs except reducing concentration

• However, addinfo reduced positive valence facial EMG response which may be a sign of decreased enjoyableness


8

MA

GA

1

MA

GA

2

DO

CU

1

DO

CU

2

RE

AL1

RE

AL2

SP

OR

1

SP

OR

2

-0.2

-0.15

-0.1

-0.05

0

0.05

TV program

EM

G-O

(p

os

hig

h a

rou

sal)

(l

og

(μV

))d

iff

wit

h -

wit

ho

ut

add

info

Results: TV program related media experience• TV program related media experience was generally

good for MAGA1, and poor for DOCU1 and REAL1


9

MA

GA

1

MA

GA

2

DO

CU

1

DO

CU

2

RE

AL1

RE

AL2

SP

OR

1

SP

OR

2

0

5

10

15

20

25

30

35

40

45

Interestingness

Relevance

Trustworthiness

Novelty

Understandability

Likeability

Concentration

TV program

TV

pro

gra

m r

elat

ed m

edia

exp

e-ri

ence

Results: main screen

• Addinfo predicted whether tablet was considered as main screen

• Tablet was more likely seen as main screen for TV programs with poor media experience


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MA

GA

1

MA

GA

2

DO

CU

1

DO

CU

2

RE

AL1

RE

AL2

SP

OR

1

SP

OR

2

11.051.1

1.151.2

1.251.3

1.351.4

TV program

Mai

n s

cree

n (

1 =

TV

, 2

= t

able

t)

Results: addinfo related media experience• Addinfo related media experience was generally good

for magazine and sports programs

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MA

GA

1

MA

GA

2

DO

CU

1

DO

CU

2

RE

AL1

RE

AL2

SP

OR

1

SP

OR

2

0

10

20

30

40

50

60

Interestingness

Relevance

Trustworthiness

Novelty

Understandability

Likability

Concentration

Valuableness

Experience enhancement

Relatedness

TV program

Ad

din

fo r

elat

ed m

edia

exp

erie

nce

Results: search willingness

• Willingness to search for additional information was higher for magazine and sports programs


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MA

GA

1

MA

GA

2

DO

CU

1

DO

CU

2

RE

AL1

RE

AL2

SP

OR

1

SP

OR

2

1

2

3

4

5

6

7

TV program

Sea

rch

wil

lin

gn

ess

Results: polychronicity

• Polychronicity predicted media experience of addinfo and visual attention on tablet

• Sharing attention between tweets and addinfo deteriorated media experience of addinfo

• It appears that attention has direct relationship with media experience of addinfo


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Inte

rest

ingn

ess

Rel

evan

ce

Tru

stw

orth

ines

s

Nov

elty

Und

erst

anda

bilit

y

Like

abili

ty

Con

cent

ratio

n

Imm

ersi

on

Val

uabl

enes

s

Exp

erie

nce

enha

ncem

ent

Rel

ated

ness

-1

-0.8

-0.6

-0.4

-0.2

0

0.2

Addinfo related item

Eva

luat

ion

dif

f w

ith

- w

ith

ou

t tw

eets

Conclusion

• TV can be enriched with addinfo without sacrificing TV watching experience?

• Addinfo is more meaningful with specific programs/genres• Second screen has a potential to become the main screen

when TV program fails to appeal• Addinfo may suit other genres outside of airing time• Addinfo should be short and concise• Second screen app should be customizable to individual

preferences• Drawing attention to second screen forcibly should be

avoided

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Kenta [email protected]

Aalto University School of ScienceDepartment of Computer Science

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Publications

Kusumoto, K., Kinnunen, T., Kätsyri, J., Lindroos, H. and Oittinen, P., ACM MM’14, ”Media Experience of Complementary Information and Tweets on a Second Screen”

http://tinyurl.com/pmp6jra

Kusumoto, Kenta, 2014, ”Media Experience of Additional Information on Second Screen”

http://tinyurl.com/osu2jr4

Lindroos, Heikki, 2014, “Effects of social presence on the viewing experience in a second screen environment”

http://tinyurl.com/nqbp5eu


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Media Experience of Additional information on Second Screen Kenta Kusumoto [email protected]...

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