Out of Control

A Study on the Deprivation of Television Remote Controls

Connor McKayKelli NaylorDiana NolaceaLisa Teague

An electronic device used for the remote operation of a machine.

The term remote control can be contracted to remote or controller. It is known by many other names as well, such as clicker and also the changer.

Remote Control

Technology

“39% of Americans do not think technology makes people more productive”

“72% of people 18-32 believe society is too dependent of electronics and electronic gadgets”

“The Baby Boomer segment is least likely to agree that society is too dependent on gadgets”

“27% of consumers very strongly or strongly like the idea of controlling home systems or appliances from a mobile device”

Remote Controls

“Televisions have been redesigned to reflect the triumph of the remote”

“The remote handed viewers the power to switch away from whatever displeased them in an instant.”

“The remote is the direct ancestor of automatic garage-door openers, wireless phones, remote keyless entry in cars, even laptops.”

Remote Control Ad 1950’s

Customized Clickers

…in Society

Participants

4 females, 5 males 6 SMU undergrad students 1 SMU grad students 1 SMU alum 1 UNT undergrad student

Measurements

Pre-deprivation questionnaire

Mid-deprivation questionnaire

Track television viewing Focus Group session Individual interviews

Questionnaires

Questionnaires

Television Viewing

With remote Deprivation Week 1

Deprivation Week 2

0

50

100

150

200

250

300

The 5 A’s Segmentation

Anchored Avoiders

Antsy AvoidersAnalystsAdaptersAccepters

Anchored Avoiders

Avoided TV viewing by changing their behavior Studying Sleeping

Regular TV viewing: 49.5 hours per week Decreased: 54-85% (average 67%)

Anchored Avoiders

“The volume was either too loud or too soft, but I wouldn’t get up to change it because I was basically too lazy or I didn’t care enough.”

“It’s mostly just frustrating. I can watch TV like normal without it, but I have to get up if I want to change anything.”

Antsy Avoiders

Actively avoided their TV viewing habits by changing their behavior Shopping Working out Hanging out with friends Talking on the phone Regular viewing averaged 17.5 hours▪ Decrease 44-59% (51.5% average)

Antsy Avoiders

“I just go to the gym or do something else instead of watching the TV without the remote. I did not like having to get up every time I wanted to watch something different.”

  “Without the ‘ease’ of a remote control, I found myself

occupying my time with other activities such as doing my homework immediately after class, working out at the gym and even shopping with my girlfriends.”

Analysts

Analysts carefully selected the times they would watch TV, to only view what they wanted to watch

Regular TV viewing: 15.43 hours

One participant’s viewing increased by 63% and the other decreased by 58%

Only segment where increased viewing occurred

Analysts “It’s a pain to have to go up

to the box and have to change it around, so unless there was something on TV that I wanted to watch, I would pretty much steer clear”.

“It’s made me choosier about programs. If I turn the TV, I try to leave on one show and when that one is done, find another. Or find a channel where I can leave it for a while.”

Adapters

Changed the environment in which they viewed the shows of their choice.

Went to online viewing

Regular TV viewing: 5.43 hours per week Decreased: 67%

Adapters

“I’ve resorted to watching online more.”

“Before, I had never watched a show online.”

Accepters

Watched the channel that TV was tuned to

Watched the commercials

“Cheated” by asking someone to change the channels

Regular viewing: 24.5 hours per week Decreased: 45%

Accepters

“I hate the world when I am watching TV it sucks to not be able to use it. My TV buttons do not work because it is hooked up with the TiVo and I have to have my 5 year old niece to push the buttons for me.”

The Big Picture

“instantaneously accessible and virtually effortless.”

“Instantaneously AccessibleVirtually Effortless”

17% GPS 20% MP3

54% of teens 78% Cell Phones

80% access the internet 80% E-mail 694 Million Internet

48% 1 Hour plus per day

Out of Control