Huber.C+Focus+Group

Huber.C TO: VideoTeam FROM: Chris Huber SUBJECT: Video Focus Group Report DATE: April 2, 2010

Below is the report on the focus group run with four males between 19 and 25 at Towson University about buying, renting, stealing, and watching video. The focus group covered all five questions from our video team. All participants have downloaded illegal reproductions of broadcast television and mainstream movies and there is marginal remorse.
 * Focus Group Rationale**

Video content is available through broadcast television, DVDs and through the internet. The increase in access to free premium content available at a whim divides where users get their video. The goal of our focus group was to determine where Gen-Y gets premium video content, whether it be through the computer, home theater or the movie theater. The results of the focus group will help guide Proximity clients on the best market to target Gen-Y users.
 * Setting and Participants**

The 45 minute focus group took place in the Society of Physics Students lounge, room 415, Smith Hall, on March 26, 2010. Participants were: We covered the following five topics during the session:
 * Rupert, 24, Towson University, physics major;
 * Xavier, 23, Towson University, physics major;
 * Rex, 19, University, Physics Major; what university???
 * Zeke, 25, University, Physics Major. what university???
 * Session Topics **

__Where do you primarily watch TV shows?__ Rupert prefers to watch TV shows Comcast on demand, but will watch primetime broadcast shows on his DVR when his favorite shows in order to skip the commercials. Xavier watches whatever is on TV without much regard for what is on, he does download Showtime series. Rex rarely watches TV but when he does it is on cable bought by his parents. Zeke Has cable and watches TV when it is broadcast and on demand. __How many movies do you see in the theaters compared to movies you watch at home?__

Rupert has seen two movies in the past year and tries to avoid the theater cost unless the movie supposed to be very good. Xavier goes to the theater four times a year. Rex goes to the movies when his friends are going which is 3-4 times a year. Zeke goes every few weeks with his children.

__Would you rather buy or rent movies on DVD or on digital files.__

Rupert bought movies and DVDs of TV shows that he liked but is now unwilling to buy a DVD that is over 10 dollars. Xavier buys DVDs and pays around 14 dollars every 2 months. Rex does not buy DVDs or rent, Rex watches DVDs that friends have. Zeke would rather rent movies that buy.

__How important is the size and quality of the screen you use to watch TV and movies?__

Rupert likes being able to watch video on his cellular phone but would like to get large High-definition TV when he can afford it, currently he has never paid more that 40 dollars for a TV. Xavier finds size and quality important and would be willing to pay for it if he had any money. Rex prefers size over all but is not willing to pay for it. Zeke thinks size and quality are important and will pay for it.

__Have you illegally downloaded video. Do you believe you are doing something wrong while stealing multimedia off the__ Rupert has stolen video in the past and he creates digital copies of borrowed DVDs and knows it is unethical but is ok with it. Xavier illegally downloads video and feels bad so he would be willing to watch advertisements if they were in the media. Rex does not illegally download, and thinks it is wrong to. Zeke has not downloaded but does get illegal media from friends.


 * Findings**

The session revealed that participants There is a definite correlation that media without advertisements is being utilized which suggests that advertisements within the media should be utilized as often as possible. The Gen-Y demographic should also be targeted to be a future market for hardware sales. A follow up to this focus group could be further investigation to what types of advertisements were the most effective at creating positive views of a brand or product.
 * Are willing to pay for some premium content but like to save money in other ways.
 * For the most part or interested in paying for higher quality media player, even if they lack the resources to purchase now.
 * Participants felt that illegal downloads were morally wrong but not necessarily enough to stop watching illegal content.