Audience Research

Grace Watson

30 April 2020

Media Studies

Audience Research

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Global and NZ Digitisation Trends

1. 4.388 billion of the world’s population are currently connected to the internet. A 57% penetration.
2. 3.484 billion of the world’s population are active social media users. A 45% penetration.
3. The top 5 social media sites used globally in descending order are: Facebook, YouTube, WhatsApp, FB Messenger, WBXIN/WeChat.
4. The 18-24 years old and 25-34 years old age groups have the largest contingent of social media users.
5. 88% of NZ’s population are connected to the Internet. 71% of NZ’s population have social media.
6. The top three devices used to consume media in NZ in ascending order are a laptop/desktop computer, television (any kind) and a mobile phone (any type).
7. New Zealander’s spend an average of 2 hours, 43 minutes watching/streaming online TV services.
8. 94% of internet users in NZ watch videos online and 57% stream content via the internet.
9. New Zealand’s top five social media sites in descending order are YouTube, Facebook, Facebook Messenger, Instagram and Pinterest.

Media Consumption Trends in New Zealand

1. iGens are those born between the mid-1990s and the mid-2000s, specifically between 1993 and 2205.
2. iGens are connected and use digital technology by using digital platforms such as YouTube (watching funny YT videos online, for example), Instagram and Snapchat (scrolling through both before starting the day), watching Netflix on television, listening to music on Spotify (whilst on the bus/in the car driving home and at work) etc.
3. iGens are active consumers of media. Once consuming it, they debate, think and discuss their opinions and what they agree or disagree with. They are concerned with issues portrayed in films, such as political equality, ethics, abortion, war and violence, climate change etc.
4. Influencers on social media have a very powerful influence on the iGen, who are usually very strongly drawn to watching a movie if recommended by someone they follow on social media; if the iGen sees someone else who they admire watching, enjoying and suggesting a specific movie/series, they are most likely to watch it themselves. The fact that certain apps, such as Netflix, tailor their recommendations to the individual users, pleases the iGen, as they want film recommendations that suit their likes and enjoyments. Social media plays a part in influencing the iGens: by advertising the films they would enjoy (their own enjoyments) and through influencers who they follow.
5. The emotional morivations that cause iGens to watch movies at the cinemas:

• Chilled - escaping reality for a little while and simply relaxing.
• Intimate - the opportunity to cuddle and spend quality time with loved ones.
• Hyped - enjoying the exciting feeling of heightened emotions depending on the genre of film.
• In the know - they feel as if they are up to date with the latest news, culture, social media commentary and opinion by watching the film in the cinema.
• Creative - they become ‘film buffs’ and grow in creativity, following directors, actors and other creative artists involved in the making of the film.
• Socially conscious - they feel as though they begin thinking and generating their own opinions on the issues raised in the film, using their opinions in discussions.

Why they like the cinema:

• iGens admire the state-of-the-art sight and sound technology of the cinemas.
• The emotional fulfilment of being in a larg dark room with many other strangers, all experiencing the same exciting emotions.
• The complete wrap-around immersive experiences that include all five senses.
• View it as an inclusive social occasion.
• iGens also value the unique, uninterrupted time spent at the cinema where they can fully immerse themselves into the film.                                                                                                                                                                                                                                                         6. iGens enjoy the freedom of watching films online at home; no annoyances around them (like someone eating popcorn really loudly), they can wear completely comfortable clothes and eat anything of their choice available to them in their homes, films are available (both legally and illegally) and can be seen before they even release in NZ, it comes at a much lower cost to the iGen, they can take a break when they feel like one, change the movies if they’re not enjoying it and don’t have to wait in queue for tickets or food. Watching a film online at home also gives them the opportunity to pause the film to debate scenes or content.                                                                                                                                                                                                                                                                                                                                                 7. iGens dislike about the cinema:

• How expensive it is: when you add together the cost of the food, drink, tickets and transport.
• The planning ahead that is required: for iGens planning and organising with their friends and family can be time-consuming and difficult.
• The limited options of food and drink.
• Not being able to talk my during the movie without receiving an angry/irritated stare from another moviegoer. 
• The lack of flexibility with a cinema.
• Limited menu of movies to chose from as oppose to watching online at home.
• The long queues for food and drinks (which the iGen also view as being old-fashioned).                                                                                                                                                                     8. Social media should be used to market cinemas to the iGens. Social media is the best place to grab their attention and spread the word, because it is the place where they spend the most time. Thankfully, marketing over social media can be very affordable and free to post. Instead of only posting trailers and posters, one must post more background information about the cast perhaps, a few facts about their personal lives, special events that may be held whilst watching the movie (for e.g. girls night). This may include paying influencers to post and brag about the cinemas - iGens often prefer to hear about what the people they follow felt about the movie. A more personalised approach will be much more effective win advertising cinemas.                                                                                                                                                                                9. iGens would prefer for the cinemas to:

• make it possible for them to use apps to order their food, drinks and tickets (and to advertise this more if it already exists).
• make it possible for their tickets to be scanned from their phones at the door.
• provide a ‘hang-out’ space for them to go and socialise with their friends both before and after the film, including drinks which they can preorder.
• would like to be offered a larger range of food other than just popcorn.
• State-of-the-art technology and design at the cinema to provide a full sensory and immersive experience: super-comfortable, well designed, including of latest technology such as virtual reality and surround sound, enormous curved screens, technology built into seating so that it can move with the action and recline, bean bags etc.
• iGens would like the cinemas to extend ‘the offer’ - instead of only movies, they’d love to also be able to watch live sports, e-sports, and entire TV series’ at the cinema on the big screen. Perhaps even an outdoor, drive-in cinema which they feel will be more of a treat as it is less common and they can see as a social event in itself, having far more value and enjoyment than just watching the movie.
• The ability to vote for what they would like to watch and when they view it.
• Improved post-film activity. iGens would like to have the opportunity to get involved in discussing the film both on and offline and for cinemas and distributors to provide virtual and real spaces for them to do so - they want to become more involved by being asked questions about what they thought of the film, what they would rate it etc. [online forums and comfortable spaces for them to gather together and discuss their ideas and opinions].
• more emphasis on the entire package - all five senses.
• Improved marketing and promoting of the different films.