Consumer´ risk attitude based personalisation for content delivery

One of the challenges that mobile services face is the high cost of data delivery over cellular networks. This problem is further aggravated with the use of multimedia type content (understood in the context of this research as video in combination with audio and possible text) that can lead to congestion and higher bills. Although higher cost might not be a problem for everyone, there are people who would not like to pay that much. This paper proposes delivering personalized content that is cost effective for the user considering the user attitude towards risk. A novel model is proposed to assess the user risk attitude by taking into account the user self-assessment, his/her age and gender. Based on this information, a personalized mechanism for delivering adaptive multimedia content can be achieved. The proposed user model was validated through a series of case studies.