In the product development of services it is important to adjust mobile video quality according to the quality
requirements of potential users. Therefore, a careful participant selection is very important. However, in the literature the
details of participant selection are often handled without great detail. This is also reflected in the handling of
experimental results, where the impact of psychographic factors on quality is rarely reported. As the user attributes
potentially have a large effect to the results, we investigated the role of various psychographical variables on the
subjective evaluation of audiovisual video quality in two different experiments. The studied variables were age, gender,
education, professionalism, television consumption, experiences of different digital video qualities, and attitude towards
technology. The results showed that quality evaluations were affected by almost all background factors. The most
significant variables were age, professionalism, knowledge of digital quality features and attitude towards technology.
The knowledge of these factors can be exploited in careful participant selection, which will in turn increase the validity
of results as the subjective evaluations reflect better the requirements of potential users.