Audience Research

CLASS WORK: Audience Research

 

PART ONE:

 

Q1.         How many of the world’s population are currently connected to the internet?

A1.         Currently, only 57% of the population, 4.388 billion people, have access to the internet.

 

Q2.         How many of the world’s population are active Social Media users?

A2.         The is currently estimated to be 3.484 billion people using Social Media.

 

Q3.         What are the top 5 Social Media sites usually globally?

A3.         The 5 most used Social Media platforms are Facebook, YouTube, WhatsApp, FB Messenger and WBXIN / WECHAT.

 

Q4.         What two age-groups have the largest contingent of Social Media?

A4.         The two age-groups that have the largest contingent of Social Media use are 18 to 24 and 25 to 34, collectively making up 59% of the Social Media Audience.

 

Q5.         What percentage of NZ’s population are connected to the internet and what percentage have Social Media?

A5.         Currently 88% of NZ’s population are connected to the internet and 65% (3.1 million people) of people use Social Media.

 

Q6.         What are the top 3 devices used to consume media in NZ?

A6.         The top 3 devices used to consume media are Mobile Phones (any typePOlat) 92%, Television (any kind) 91% and Laptop / Desktop Computers 84%.

 

Q7.         How many hours a day are New Zealanders watching / streaming online TV services?

A7.         On average 2 hours and 42 minutes are spent watching / streaming online TV services per person per day in New Zealand.

 

Q8.         What percentage of internet users in NZ watch videos online and what percentage stream content via the internet?

A8.         94% of New Zealanders watch videos online and 57% stream content via the internet.

 

Q9.         What are NZ’s Top 5 Social Media sites?

A9.         The Top 5 Social Media sites in New Zealand are: YouTube, Facebook, FB Messenger, Instagram, and Pinterest.

 

PART TWO

Q1.         Who are considered “I-gens”?

A1.         The I-generation are considered to be socially aware people born between 1990s to 2000s.

 

Q2.         In what ways are the I-gens connected and used digital technology?

A2.         I-gens use technology in every facet of life, growing up with iPods, iPads, Smart Phones, and other Smart Devices. Platforms like YouTube are used to entertain, Smart Phone are set with alarms to wake up, listening to music is done on Smart Phones and Laptops.

 

Q3.         How would you describe the relationship with I-gens and with the content of the Media they are consuming?

A3.         I-gens are considered to be aware of what would be seen as social and environmental issues. Their views can be, and usually are, influenced by Media, especially things like films, as they want to be entertained while hearing about issues / learning about the world.

 

Q4.         In what way does social media play a part in influencing i-gens activity in whether they watch a film or not?

A4.         Social Media is a place where people voice their opinions and interact with others, so when someone can give their opinion on a movie, it is the equivalent of standing on a global stage. People, especially the i-gen, want to connect with their cultures, so Social Media allows things like trends, on a world scale, or films to be spread through reviews.

Q5.         List the emotional motivations that drive i-gens to watch movies at the cinemas and what in general do they like about it?

A5.         I-gens need connection, a feeling of being part of something, so cinema provides an almost intimate setting where individuals meet to go through a story together. This provides a place where there is an emotional connection with other people.

Q6.         Comment on why i-gens opt to watch movies online at home.

A6.         Life in the modern world seems to get busier by the day. People are always in a rush to do things and get things done, being able to stay in the comfort of your own home creates a sense of relief from the outside world. People also like to multi-task, allowing them to do other things and stop the movie, and rewind if they want.

Q7.         What do the i-gens say is negative about the cinema experience?

A7.         As the average i-gen immerses themself into a high-paced life, convenience plays a big part in their day-to-day activities. The cinema provides a great experience, but along with the good comes the bad as inconveniences, like not being able to talk, not being comfortable as you may like, and high costs compete.

Q8.         How should i-gens be marketed to if you are trying to get them to watch your film?

A8.         I-gens love two things: community and good causes (also convenience), so in order to market to them you need to couple these things. An interesting idea would be an unconventional place to set up a sort of pop-up cinema, to immerse the audience, and should be of relevance to the story, if possible. Cheaper ticket prices or emphasising on things like group deals in order to gain more viewers. Utilising Social Media and word-of-mouth, creates great awareness of the film. If there is anything to connect the film or the events / production staff with the community it can attract good attention.

 
Q9.         How do i-gens prefer to engage with media and what do they want out of a media?

A9.         The i-gen wants convenience and connection; technology provides this. A film provides a place for friends to connect with each other over characters and the efficiency of modern technology facilitates this with ease (this means no tension and stress needed).