In recent months, has been prepared by Thomas Tessarolo and Peter Saccomani a questionnaire to analyze the impact and the judgment of the public concerning the presentation (in beta) project Joost and NetTV in general. The questionnaire was administered to the public network through their blogs, has collected more than 300 signatures.
I was asked to participate in the activities of analysis of the data collected to bring out, crossing his answers to several questions, behavioral profiles that could characterize the users who responded to the questionnaire more effectively than has been possible to make a 'detailed analysis of the individual answers.
Since this is a data collection based on 'voluntary compliance and anonymous is not easy to estimate the representativeness of the sample compared to the "people network" or "people of the web 2.0", so each analysis is meant to refer only to the population that has adhered to the 'survey.
The results of the behavioral segmentation CONFIRMED will be published shortly on the blog of Thomas; below, instead of reporting the findings of an initial screening of the data.
Distribution by age groups of users
As a first characteristic of the sample is interesting to examine the distribution in age classes. Not surprisingly, the concentration in the center sections (twenties and thirties), while it should be noted the minimum age of 14 years and the presence of a 4% lower.
Opinion expressed on the platform Joost
The judgment on the quality of the platform Joost differs markedly by reference to the object of evaluation: about 60% evaluated in a more than positive (score greater than 3) the audio / video quality (average score 3.68 overall) while widgets and content have been rejected (score less than 3) to well over 40% of the sample (average total for each aspect 2.6). By comparing the distributions of the votes cast emerges significantly dichotomy in judgment. This differentiation is emphasized in the age of forty who expressed the highest average rating (4.0) for the audio / video quality and the lowest (2.37) for content.
The disappointment on the content offered by Joost (probably due primarily to the lack of content in Italian - sin was not provided for a question related to the importance attributed to the localization of content) is also apparent from the figure for reasons of abandonment of the platform . 39% of the sample declared that it will not use more Joost and in 74% of cases, the lack of interest in the content offered is indicated as a cause of abandonment, the second motivation expressed (in decreasing order of frequency) is the preference of video portals like YouTube , but this rationale has been shown only in 19% of cases.
Let us see what are the contents that users surveyed would like to see on Joost. The question, in terms of content, focuses on films and TV series (typical content of satellite channels such as Fox) neglecting other television genres. Speech deserves the good placement of user-generated content (UGC - more or less free interpretation of the response that reads "Video blogs and podcasts"). Also in this case there is a strong discriminant related to age, but surprisingly it is the end of the forties to have the highest percentage of interest in the UGC (53%) while that of the teenager has the lowest value (36% ), the intermediate classes are rising percentages of age.
Technology Platform: PC vs TV (with STB)
As far as the preferred technology platform for the use of television programs distributed by Joost was asked to choose between PC, TV (assuming the existence of a set-top box to Joost), or both.
It is not surprising that the majority of respondents (61.3%) chose both. The distribution of answers by age presents no particular differences, unless their twenties who have a predilection for the PC.
Also in relation to the STB was asked what would have been willing to spend to buy a STB that allow Joost to see on TV. In the analysis of the alleged price of the STB is advisable to consider only those expressly stated to be interested to see Joost on TV. The average price of STB thus calculated is 77 euro; their twenties and fifties (probably for different reasons) are those willing to spend less, while the forty classes and teenagers are willing to spend more.
Dissemination of platforms NetTV
To conclude this overview of the data collected was examined the spread of different types of platforms for the distribution of video content. The portals are the most widely used platform to access video content, followed by Joost (but the questionnaire was dedicated to Joost then this figure could be significantly overestimated).