Abstract:
The consumption of media and television has changed dramatically over the past few
years. Proliferation of content and devices means that viewers are no longer bound by
traditional linear broadcasting and are making extensive use of time shifted content on
their own terms. As a result there has been an in depth focus on the new forms of
media consumption.
The main objective of this research was to examine the consumer choice of devices to
consume time-shifted content, more specifically video-on-demand content. This was
examined from a consumer behaviour perspective to determine the choices that
viewers make regarding which devices to use; together with an analysis of contextual
situations.
The research design was of a descriptive nature and ordinal quantitative data were
collected through an electronic survey. 188 respondents who had access and made
active use of video-on-demand platforms within a pay-tv operator completed the
survey.
Results revealed moderate statistical relationships for some of the individual values
that had been identified from consumer behaviour theory. Descriptively, relationships
were noted for certain devices and the widespread consumption of others
The research concluded with recommendations for the management of the
broadcasting industry based on the findings, as well as direction for further research
opportunities.
