Audience research

Audience research
Media studies 
Chené Harris 

Global & NZ digitisation 

  1. (Slide 6) 4.388 billion people are connected to the internet - 57%
  2. (Slide 6) 3.484 billion people are active on social media - 45%
  3. (Slide 10) Top 5 social media’s being used globally; Facebook, YouTube, WhatsApp, Facebook messenger, WeChat
  4. (Slide 12) two age groups that are popular with the social media; 18-24 & 25-34 
  5. (Slide 15) percentage of  NZ’s population who are connected to the internet; 88%, percentage of  NZ’s population that have social media; 71%
  6. (Slide 18) Top three devices in NZ that are used for the internet; mobile phone (92%), laptop or desktop computer (84%), television (91%)
  7. (Slide 19) NZ’s average time watching television; 2 hours and 42 minutes 
  8. (Slide 28) percentage of people watching videos online; 94% and people streaming content over the internet; 57%
  9. (Slide 33) NZ’s top 5 social media platforms; YouTube, Facebook, Messenger, Instagram, Pinterest

Trends within NZ for media consumption 

  1. (Page 3) The I-generation are teenagers and young adults aged 12-25, born from the mid-1990s and mid-2000s
  2. (Page 4) I-generations can connect with everything online, some platforms are; YouTube, Instagram, Snapchat and Twitter 
  3. (Page 5) The I- generations are connected to social media for entertainment but also are connected to stay alert or connected to everyone around the world- they are curious to see what’s going on around the world
  4. (Page 7) social media plays a huge part in the i-generation lives because as part of I-gen we are usually constantly on the internet using social media, this can be an opportunity for any filming industry to put up adds about their films and hope that the i-gen see it and decide to go and watch the film
  5. (Page 8 & 10) 
• Chilled: escaping for a couple of hours, relaxing and chilling out with no interruptions.

• Intimate: being intimate with others through social connections and shared experiences with families, 
partners and friends

• Hyped: experiencing heightened emotions including being hyped and excited; shocked/terrified, laughing and being sad

• In the know: feeling that by watching the latest movies you are a leader - that you are at the forefront of the culture and leading social media commentary and opinion

• Creative: becoming a ‘film buff’ and being creative by following directors and other creative artists involved in film making

•Social conscious: thinking and being curious about issues raised in the film and using the film to help shape discussion, opinions, views and beliefs

   6. (Page 9) The low cost of watching movies at home means they can stop watching if they aren’t enjoying the movie and they can switch to a different movie of their choice. In NZ many different films haven’t reached the cinemas nor have they made it on to some platforms like Netflix, however, you can watch movies legally and illegally if they haven’t come out in the cinema. The I-gen can also pause the movie for whatever reason is necessary e.g. getting more snacks, answering your phone or door etc.

  7. (Page 11) The lack of flexibility, lining up for tickets and limited food and drink options can all add up to a bother. Constantly having to pay for food and tickets will be a bit too expensive to constantly go to the cinema every weekend 

 8. (Page 13) The I-generation is in constant engagement with social media - marketing and advertising should be directed. The I-generation enjoy watching movies on different platforms such as Netflix - with Netflix they give you different options to movies, e.g. once you’ve finished a movie or TV show it’ll give you options to other similar movies/TV shows that you may like 

9. • use apps to make booking, tickets, food and drink ordering more streamlined and convenient. To have a queue makes the cinema experience seem old-fashioned, this can help with spending more time with friends and family while waiting in line to pay.

• I-generation suggested dedicated spaces at the cinema where they can hang with friends before and after the movie.

• The I-generation expect the cinemas to keep up with the latest technology such as surround sounds 

• The I-generation would also like to have other options as to what to watch e.g. maybe the cinema put on some sports games and TV shows so others can binge-watch those things.

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