AR-TV and AR-Diànshì: Cultural diferences in users' preferences for augmented reality television

Abstract

As Augmented Reality television gains momentum, it is important to understand whether cultural differences among viewers favor different expectations and preferences for immersion in such new television environments. A previous study documented the preferences of 172 participants from various European countries for twenty application scenarios for ARTV, such as virtual objects coming out of the TV screen into the room. In this work, we conduct an empirical generalization of this previous study to understand potential cultural differences in users' preferences for and expectations of ARTV. To this end, we report insights from data collected from a sample of 147 participants from China, which we compare against the preferences expressed by the participants from Europe from the original study. Our findings reveal similarities, but also differences in terms of expectations of ARTV across the two cultural groups. We draw implications for future research on culturally-aware augmentations of the television watching experience.