audience research

Global and NZ digitisation trends

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

• as of 2019 the global population was 7.676 billion
• out of this 4.388 billion people are connected to the internet

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

• 3.484 billion are active social media users 
• 3.256 billion are mobile social media users

What are the top 5 social media sites used globally?

• In descending order:
• Facebook
• YouTube
• Whatsapp
• FB messenger
• WBXIN/WeChat

What two age-groups have the largest contingent of social media users? 

• The 18-24 year olds and the 25-34 year olds.

What percentage of NZ's population are connected to the internet and what percentage have social media? 

• As of 2019 the population of NZ was 4.77 million
• of this 4.22 million are connected to the internet (88%)
• 3.40 million are active social media users (71%)
• 3.10 million are mobile social media users (65%)

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

• in descending order:
• mobile phone (any type)
• television (any kind)
• laptop or desktop computer

How many hours a day are NZ's watching/ streaming online TV services? 

• on average 2 hours and 42 minutes

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

• watch videos online:
• 94%
• stream content via the internet:
• 57%

What are NZ's top 5 social media sites? 

• in descending order
• YouTube
• facebook
• FB messenger
• instagram
• pinterest

trends within NZ for media consumption

Who are considered 'i-gens'?

iGens are those born between the mid 1990s to the mid 2000s.

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

iGens use many digital platforms such as YouTube (educational, comfort, funny videos), Snapchat, Instagram (scroll through both at the beginning of the day and before they go to bed), Twitter (communicating with other people across the globe), Spotify (listening to music throughout the day; in the car) and Netflix (watching on mobile phones or laptops or the tv). They are digitally connected to these platforms all the time and can access them at any point in the day.

How would you describe the relationship with i-gens with the content of the media they are consuming?

iGens are a media-hungry generation. They debate, think, and discuss their thoughts and what they agree and disagree with once they've consumed it. They are interested about issues such as political equality, ethics, abortion, war and violence, climate change, and other issues depicted in films.

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

Influencers on social media have a huge influence on iGens, who are usually very drawn to watch a movie if it is recommended by someone they follow on social media; if iGens see someone they admire watching, enjoying, and recommending a specific movie/series, they are very likely to watch it as well. The fact that some apps, such as Netflix, personalise their suggestions to individual users appeals to iGens, who seek film recommendations that are tailored to their tastes and preferences. They like the idea that it is something personal to them. The iGens are influenced by social media in two ways: by advertising films they would appreciate (their own interests) and by following influencers.

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

emotional motivations that drive i-gens to watch movies at the cinemas:

• Chilled - taking a break from reality and simply unwinding.
• Intimate - the chance to cuddle and spend quality time with friends and family.
• Hyped - enjoying the thrilling sensation of heightened emotions, which varies based on the film type.
• By watching the film in the cinema, individuals feel as if they are up to date on the newest news, culture, social media criticism, and opinion.
• They become 'film enthusiasts,' and their creativity grows as they follow directors, actors, and other creative artists engaged in the film's production.
• Socially conscious - they have the impression that they are beginning to ponder and formulate their own ideas on the themes highlighted in the film, and that they are using these opinions in debates.

what they like about cinema:

• The cinemas' cutting-edge sight and sound equipment is admired by iGens.
• The emotional fulfilment of being in a large dark room with a large number of strangers who are all going through the same exhilarating emotions.
• All five senses are included in the whole wrap-around immersive experiences.
• Consider it a social gathering for all.
• The unique, uninterrupted time spent at the theatre, where they can fully immerse themselves in the film, is highly valued by iGens.

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

iGens enjoy the freedom to watch movies online at home. There is no harassment around them (like those who eat popcorn out loud), they are perfectly comfortable and can eat whatever is available at home. The movie is available (both legal and illegal) and can be watched before the release in NZ. Watching movies at home is much cheaper and you can pause when you feel like it, change movies if you don't like it, and don't have to wait for tickets or food. When watching a movie online at home, you can also pause the movie and discuss the scene and content.

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

• 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. In contrast to watching online at home, the movie choices you have are limited.
• A long line of food and drink (iGens also considers it old-fashioned).

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 should use social media to advertise themselves to the iGens. It is where people spend the most time; social media is the perfect location to capture their attention and spread the word. Thankfully, social media marketing is both inexpensive and easy to use. Rather than only uploading trailers and posters, extra background information about the cast should be included, such as a few facts about their personal lives and special moments that may occur while watching the film (for e.g. girls night). This might include paying influencers to post and boast about the movies - iGens frequently like to hear what their friends and followers thought of the film. A more personalised strategy to advertising will be far more effective.

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.

• Make it possible for people to order food, beverages, and tickets via applications (and to advertise this more if it already exists).
• Make it feasible for their tickets to be scanned at the door using their smartphones.
• provide a 'hang-out' area where they may socialise with their friends both before and after the movie, including pre-ordered refreshments.
• a wider variety of food options available other than just popcorn.
• The cinema use cutting-edge technology and design to give a fully immersive and sensory experience: super-comfy, well-designed, with cutting-edge technology like virtual reality and surround sound, massive curved screens, technology incorporated into seating that allows it to move with the action and recline.