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Consumer Micro-Behavior And Tv Viewership Patterns: Data Analytics For The Two-Way Set-Top Box, Ray M. Chang, Robert J. Kauffman, Insoo Son
Consumer Micro-Behavior And Tv Viewership Patterns: Data Analytics For The Two-Way Set-Top Box, Ray M. Chang, Robert J. Kauffman, Insoo Son
Research Collection School Of Computing and Information Systems
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 …