Our special relationship with screens and segmentation for recommendation
Back in May I wrote Moving Beyond Recommendation Engines, does personalisation work or are we doomed and I am back thinking again about Eli Pariser: Beware online "filter bubbles" TED talk as I read his book.
The premise is that life is filtered, but I will still contend that Internet provides less filtering and more choice than a TV or media editor and it is accessible but you need to know how to discover the content you are looking for.
Tom Weiss (whom I know well) over at TV Genius blogged about keeping TV relevant for each individual and the need for a mix that needs to include not only recommendations, but also TV search, saved search terms , TV reminders, social media suggestions, editorial reviews, popular programming, and the top trending TV shows. However you social media recommendation will be influenced by who you follow and presented 5 segments.
1. Socialites: Influenced by friends and family, channel surfing, and web and mobile
2. Progressives: Influenced by web and mobile content
3. Re-actives: Influenced by channel surfing and on-air trailers
4. Traditionals: Influenced by newspapers, magazines, and on-air trailers
5. TV addicts: Influenced by on-air trailers, the EPG, and web and mobile content
Each group has very different content discovery behaviours. This means that TV providers need to offer a content discovery mix that appeals to each group. However – what happens we look at the different screens of life this being all the screens that we interact with as we have expanded beyond broadcast TV.
Should the segmentation (that you follow and take recommendation from) be driven by activity?
- engaged
- creative
- creating
- guiding
- consuming
- multitask
- back channel
- broadcast
- influence
- discovery