Audience Research

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 Audience Research:


Global and NZ digitation trends:

  1. How many of the world's population are connected to the internet?

    4.388 billion are connected to the internet.

  2. How many of the world's population are social media users?

    3.484 billion are active social media users.

  3. What are the top 5 social media sites used globally?
    Facebook
    YouTube
    Whatsapp
    Messenger
    WeChat

  4. What percentage of NZ are connected to the internet and what percentage have social media?

    In 2019, 88% of New zealand's population are connected to the internet.
    And 71% are active social media users.

  5. Top 3 devices to consume media in NZ?

    Mobile phone
    TV
    Laptop/computer

  6. How many hours do NZers watch online streaming services a day?

    2 hr 42 min average

  7. What percentage of internet users in NZ watch videos online and what percentage stream content via the internet?

    Videos online: 94%
    Stream content: 57%

  8. NZ's top 5 social media sites?

    YouTube
    Facebook
    Messenger
    Instagram
    Pinterest
Trends in NZ for media consumption:

  1. Who are considered i-gens?

    Born between mid 1990s and mid 2000s

  2. In what ways are i-gens connected and using digital technology?

    I-gens are active on many digital platforms like YouTube (comfort/entertainment), Netflix (TV shows/movies), Spotify (music) and social media sites (Instagram/Snapchat), checking in the morning and before going to bed.

  3. I-gens devote a very large portion of their time to media consumption. From when they wake up to going to bed they are always consuming some sort of media, whether it be social media, entertainment or music. 

  4. In what way does social media play a part in whether or not I-gens watch a movie or not?

    It's in the name of influencer. When people follow influencers, they are influenced by their tastes and choices. If they recommend a certain film, i-gens will go and watch because their idol as it were is.

  5. List the emotional motivations that drive i-gens to watch movies at the cinemas and what in general do they like about it?

    Relaxing
    Unwinding
    Hype (depending on the film, eg. Marvel movies)
    Social consciousness (everyone else has watched so they must)

    What they like about cinema:

    An immersive experience (the knowledge that they will not be interrupted while watching
    Experiencing the same emotions with a large group of people they don't know.
    Appealing to the five senses.

  6. Comment on why i-gens opt to watch movies online at home.

    I-gens enjoy the freedom that comes with watching films at home. There are no distractions from other people that could be in the cinema and the ability to pause if necessary is much appreciated. It also is a cheaper alternative to the cinema experience as well.

  7. What do i-gens say is negative from the cinema experience?

    It is expensive
    Requires more planning ahead.
    Limited options (for films and food and drink)
    The need for social awareness. (eg. no talking)

  8. Use page 13 to write a few sentences about how i-gens should be marketed to if you are trying to get them to watch your film.

    Cinemas need to use social media to market their films. This is the most powerful tool they have at their disposal to reach and persuade i-gens to come out to watch. It is inexpensive and can be really useful especially to build hype. Marvel does this very well and results in very large numbers of cinema-goers, as their movies mostly live up to standard. Posting trailers and promotional material, but also getting people to know the actors in the films as well. Another aspect that also has contributed to Marvel's success are rumours, that add to the hype and expectancy.

  9. Use pages 14 - 19 to write a few points about the way i-gens prefer to engage with media and what they want out of a media consumption experience.
  • Have mobile applications for buying food and drink.
  • Having a way a scan tickets as you walk in.
  • Making sure that the technology is as modern and immersive as possible so that the experience is not lost on them.
  • More food options at a more affordable price.
  • Having a 'hangout' area of sorts for them to hang around in before and after the movie.

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