Analysis of the Eye Movement of Active Seniors in the IPTV VOD Purchase Process: OllehTV and U+TV

Abstract

Background South Korea is entering a super-aged society at a rapid aging rate. However, the main leisure activities of seniors are limited to watching TV. The senior's IPTV utilization rate issignificantly lower than that of other devices, and IPTV is used only for real-time channel functions.Therefore, to improve the IPTV experience of active seniors, it is necessary to first study the UIdesign of the current IPTV.Methods The scope of the study was to compares and analyzes the depth and UI cases in theVOD purchase process of the three IPTV service providers. Through case analysis, OllehTV andU+TV, which have clear differences in information elements, were selected as experimental objects,and in particular, the difference between vertical and horizontal menus and content combinationtype structure in the “Selecting Content” area was verified.Results First, the task duration of U+TV was longer than that of Olleh TV. The differencein the depth of the information architecture affects the task duration. Second, on the main screen,the vertical menu content combination type of OllehTV was effective. This can be presumed to behelpful for quick menu recognition because the UI design element with clear area division was used.Third, in the 2depth screen, the horizontal menu content combination type of U+TV was effective.Since the number of menus in U+TV is small, it can be inferred that the cognitive burden of menuselection is reduced.Conclusions To provide a seamless VOD purchasing experience for active seniors, we needto reduce the physical steps to access the information we need. It is necessary to increase theintuitiveness of the IPTV UI design to lower the cognitive overload of active seniors. Therefore, theresults of this study will be used as a starting point for IPTV service improvement and as a basis forsecuring continuous content users