Audience Research

Monday, 26, June

Global and NZ Digitisation trends:

1: World's Population connected to the internet - 

4.388 Billion people are connected to the internet

2: World's Population active on social media - 

3.484 Billion = 45%

3: The Top 5 Social Media sites used globally - 

Facebook, YouTube, WhatsApp, FB Messenger, WeChat

Social Media Only: Facebook, YouTube, Instagram, QZone, Douyin / TikTok

4: Two age-groups with the largest contingent of social media users - 

18-24 Years old & 25-34 Years old 

5: What Percentage of New Zealand's Population Are Connected To the Internet - 

88.5%   of New Zealand's population (4.22 million) are connected to the internet

    What Percentage Have Social Media - 

80.6% of these people (3.4 million) are active social media   users. 

6: Top 3 devices used to consume media - 

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.

8: Percent of NZ users that watch content online = 94%

    Percentage that stream via the internet = 57%

9: What Are New Zealand's Top 5 Social Media Sites - 

YouTube, Facebook, FB Messenger, Instagram, Pinterest

Trends within NZ for Media Consumption:

1: Who are the 'i-Gens' - 

Those born from the mid 1990s to the mid 2000s. They're more socially aware involved in a range of activities and value 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: The relationship with i-Gens and the media they're consuming - 

Media influences i-Gens' opinions on social, political and enviromental issues, and they discuss these ideas with friends and family.

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: Emotional motivations that drive i-Gens to consume certain media - 

    Chilled: Can relax and 'escape' without any interruptions.

    Intimate: Can be intimate with others through social connection.

    Hyped: Experiencing heightened emotions such as, hype and excitement (action movies), shocked and    terrified (horror), sad (dramas), and laughing (comedy). 

    In the Know: Feeling that by watching any latest media you are a leader and more 'aware' of culture and trends.

    Creative: Creating films of your own by following the influence, or techniques of directors and artists.

    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 the i-Gens say is negative about the cinema experience - 

Cost and administration can be inconvenient, it's an inflexible enviroment 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: The ways that i-Gens prefer to engage in media - 

 Apps: 

Can be used to book tickets, to order food and drinks, and to plan dates and times for certain movies. Apps make things quicker and more convenient to prepare for the cinema experience.

 Hangout Spaces: 

Cinema's can provide special spaces for groups to hang out and keep themselves entertained before and after the movie, an arcade or a lounging area could be a good example. They can also provide spaces for viewers to discuss the film with others, to make 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: 

Cinema's could also provide the opportunity to view more than just a popular film, the can also offer television show viewings; such as for the Game of Thrones, or even live sports and e-sports (competitive gaming) could be brought into the mix.