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Jonathan Freeman and Jane Lessiter (2003). Using Attitude Based Segmentation to Better Understand Viewers' Usability Issues with Digital and Interactive TV. Proceedings of the 1st European Conference on Interactive Television: from Viewers to Actors? pp.19--27. http://www.brighton.ac.uk/interactive/euroitv/euroitv03/Papers/Paper3.pdf

Abstract
This paper describes the development of a consumer segmentation study based on category-specific attitudes towards digital and interactive TV, and attitudes to technology and general media consumption. The research has focused on usability aspects relating to the user, the product and their interaction.

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