Audiences Research:
Digitisation Trends:
1. How Many of the World's Population Are Currently Connected To the Internet?
As of January 2019, 4.388 billion people were connected to the internet.
2. How Many of the World's Population Are Active Social Media Users?
3.484 Billion; 45%
3. What Are The Top 5 Social Media Sites Used Globally?
Facebook, YouTube, WhatsApp, FB Messenger, WeChat.
Social Media Only: Facebook, YouTube, Instagram, QZone, Douyin/Tik/Tok.
4. What Two Age Groups Have the Largest Contingent of Social Media Users?
18-24 & 25-34
5. What Percentage of New Zealand's Population Are Connected To the Internet? What Percentage Have Social Media?
In January 2019, 88.5% of New Zealand's population (4.22 million) were connected to the internet, 80.6% of these people (3.4 million), being active social media users.
6. What Are the Top 3 Devices Used To Consume Media In New Zealand?
Television: 91%, Mobile Phone 92%.
7. How Many Hours a Day Are New Zealanders Watching/Streaming Online TV Services?
On average, a New Zealander would spend 2H 42M watching television/media services a day in 2019.
8. What Percentage Of Internet Users In New Zealand Watch Videos Online And What Percentage Stream Content Via the Internet?
94% of New Zealand internet users watch videos online, and 57% stream content via the internet.
9. What Are New Zealand's Top 5 Social Media Sites?
YouTube, Facebook, FB Messenger, Instagram, Pinterest
New Zealand Media Consumption:
1. Who Are The 'i-Gens'?
Those born from the mid 1990s to the mid 2000s, and are more socially aware and involved in a range of activities, valuing their family and friends.
2. In What Ways Are i-Gens Connected And Using Digital Technology?
i-Gens spend all day connected and online, engaging with platforms such as YouTube, Instagram, Snapchat, and Twitter; they are digital natives. They use their phones to listen to music, watch content, check messages, as an alarm clock, etc.
3. How Would You Describe the Relationship With i-Gens With the Content Of the Media They Are Consuming?
Media influences i-Gens' opinions on social, political, and environmental issues, discussing these ideas with their families.
4. In What Way Does Social Media Play a Part In Influencing i-Gens' Activity In Whether They Watch a Film Or Not?
Word-of-mouth recommendations are very influential, however, with the rise of social media, this word-of-mouth is virtual. If an influencer recommended a movie, their i-Gen followers would strongly be drawn to watch it.
5. List the Emotional Motivations That Drive i-Gens To Watch Movies at the Cinema/Content and What In General They Like About It.
- Chilled: can relax and 'escape' without any interruptions.
- Intimate: can be intimate with others through social connection.
- Hyped: experiencing heightened emotions such as excitement (action movies), shocked and terrified (horror), sad (dramas), joy (comedy).
In The Know: by watching all the latest media one feels like a 'leader', and more aware of culture and trends.
Creative: creating films of their own by following the influence, or techniques of a director or artist.
Socially Conscious: being curious about different issues in the film, letting the film shape your opinions on certain issues.
6. Comment on Why i-Gens Opt To Watch Movies Online At Home
Because it is easier, safer, and cheaper to watch the movies in the comfort of your own home. In addition to this, movies are available, both legally and illegally, before they are released in New Zealand theatres. Members of i-Gen are not limited in their film choice, and do not have to conform to the schedules of the movie viewings, and do not need to wait in line for food and drink either.
7. What Do i-Gens Say Is Negative About The Cinema Experience?
Cost and administration can be inconvenient, it is an inflexible environment with limited food and drink options, it takes time, and can be an annoyance to line up for tickets.
8. How Should i-Gens Be Marketed To If You Are Trying To Get Them To Watch Your Films?
i-Gens don't just want to see trailers, but also background information and 'soft-sell' content, which subtly promotes the film. The members of this generation like to know what influencers they follow think about the film, and enjoy the customised approach of companies such as Netflix, making suggestions based on what they have consumed in the past.
9. How Do i-Gens Prefer To Engage With The Media And What Do They Want Out Of A Media Consumption Experience?
Apps:
Can be used to book tickets, order food and drinks, and plan dates and times for viewing a film. Apps also makes things more quicker and convenient when planning for the cinema experience.
Hangout Spaces:
Cinemas can provide special places for groups to hangout and keep themselves entertained before and after the movie, at an arcade or lounging area for example. They can also provide a space for viewers to discuss the film with others, making interaction easier between filmgoers.
Technology and Design:
i-Gens would expect a cinema to provide more modern designs, with technology that can provide ideal comfort and service.
More Than Films:
Cinemas could also provide the opportunity to view more than just a popular film, having viewings of a television shows (Game of Thrones for example), or even live or e-sports, which can be brought into the mix.