This study analyzed the differences in media and commercial viewing habits between digital natives (ages 18-29) and digital immigrants (ages 30+). A survey was administered to both groups to assess how each consumes media (internet vs television) and their habits around circumventing commercials. The hypothesis was that digital natives favor online media consumption while digital immigrants prefer traditional television. The findings confirmed this, showing digital natives spend more time with online viewing and report multi-tasking as their most common circumvention method. Digital immigrants still rely more on television and report reading as their main diversion from commercials. Both groups feel circumventing commercials is important, especially when DVR/TiVo options allow

1. commercial media viewing habits:
digital natives
versus
digital immigrants
Thesis Defense
by: Brian J. King
30 July 2009

2. Background & Context of
Problem
!
Digital Immigrants & Digital Natives
Different commercial media and viewing habits
Media Habits - method of viewing
Viewing Habits - commercial circumvention

3. Statement of Problem
The problem of this study is to analyze the difference in media and
viewing habits of Digital Natives versus Digital Immigrants. The
study will include an analysis of viewing habits for Digital Natives
(18-29 years of age) and Digital Immigrants (30+ years of age) and
how they respond to commercial television. Many options exist to
consumers when viewing television and commercials; this study
aims to assess the options that consumers have in media viewing
mediums (Internet vs. traditional television broadcast) and
specifically their viewing habits of commercials.

4. Study Objectives
Assess commercial viewing habits of DI & DN
Assess how the media is consumed between DI & DN
Assess the tools, technologies, and methods these groups are
using to circumvent commercial viewing.

5. Hypothesis
Digital Natives Digital Immigrants
Show a trend of media Favor Traditional Television
consumption online. media habits (DI Accent)

6. Literature Review
Market Research/Technology Use Reports
Mintel
Digital Natives/Digital Immigrants
Educause, Prensky, Frand, etc.
Advertising publications
Advertising Age

7. Methodology
Researcher created survey instrument
Likert-style scale questions regarding habits of respondents (DI &
DN)
Mixed-method study (incorporate both data types)
Quantitative data (primary)
Qualitative Data (supplementary)

8. Survey Response
Survey instrument distributed 15 June 2009 - 20 June 2009
Population & Respondent details
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Table 6 - p. 20
!
Table 7 - p. 20

9. Findings & Analysis

10. Television Viewing Modes (Q10)
Figure 1 - p. 22
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11. Online Viewing, Hours/Week
Figure 2 - p. 23
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12. Commercial Circumvention
How important is it to circumvent viewing a commercial?
To what length will each group go in order to circumvent viewing
a commercial when using various tools & technologies to view?
This method of analysis fulfilled the objective of the study to use
a quantitative method to determine the importance of
circumventing a commercial, and determines if the methods
each group uses to circumvent are similar or different.

13. Figure 3 - p. 25
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Figure 4 - p. 26
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Table 8 - p. 26
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14. Figure 5 - p. 28
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Figure 6 - p. 28
!
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Table 9 - p. 29

15. Question 11 - Qualitative Trend
Analysis
Diversion/
Digital Natives Digital Immigrants
Circumvention
(n=26) (n=26)
Method
Internet, Email,
n=4 n=3
Facebook
Some form of
n=2 n=11
reading
Multi-task/Alternate
n=20 n=12
Task or Activity

16. Figure 7 - p. 30
!
Figure 8 - p. 30
!
Table 10 - p. 31
!

17. Relative Importance of Circumvention Methods with DVR/TiVo Options
using Rating Scale (Appendix C.) (Q12)
!
Table 11 - p. 32

18. Question 12 - Qualitative Trend
Analysis
Digital Natives (n=4) & Digital Immigrants (n=4)
Low # of responses of qualitative data, relatively unimportant
findings reported by respondents.
1 of the n=4 Digital Natives qualitative responses provided a
summation of the DVR/TiVo options (4 & 5 - Table 11)
“There is no point in circumventing through muting TV because I can
simply fast-forward through the advertisements.” (Anonymous)

19. Figure 9 - p. 34
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Figure 10 - p. 35
!
!
Table 12 - p. 35

20. Question 13 - Qualitative Trend
Analysis
Diversion/
Digital Natives Digital Immigrants
Circumvention
(n=28) (n=20)
Method
Other Task n=2 n=2
New Tab/Browser/
n=19 n=11
Comp. Activity
Turn Down/Mute/
n=2 n=3
Ignore
Irrelevant n=5 n=4

21. Summary & Conclusions
Hypothesis regarding viewing modes was confirmed.
Circumvention of commercial media is important to both the Digital
Immigrants and the Digital Natives, especially when DVR/TiVo or similar set-
top boxes are available.
The method of circumvention seems to be dependent upon viewing method.
Each mode provides various circumvention tools and/or strategies to circumvent.
this seems to determine the level of importance & frequency of circumvention.

22. Recommendations
Larger population than BGSU (More info about global
populations media & viewing)
Remove N/A column from survey instrument
Use screening questions because only those that have & use a
particular media viewing method can select an importance.
Market already utilizes pull based methods from TiVo - would be
interesting to analyze effective/intrusiveness to consumer for this
Personalization, interactivity and contextual aspects included in
survey instrument & study scope.

23. Thank You & Questions/
Feedback