RESEARCH- Audience research

 Audience research: part 1

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

-internet users= 4.388 billion (57%) of the world pop.

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

-active social media users= 3.484 billion (45%)

What are the top 5 social media sites used globally?

1. facebook

2. youtube

3. whatsapp

4. fb messenger

5. wechat

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

-18-24 yr olds

-25-34 yr olds

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

-internet users= 4.88 million (88%)

-active social media users=  3.40 million (71%)

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

1. mobile phone (any type)= 92%

2. television (any kind)= 91%

3. laptop or desk computer= 84%

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

- 2 hours 42 m

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

-watch online= 94%

-stream via internet= 57%

What are NZ's top 5 social media sites?

1. youtube

2. facebook

3. fb messenger

4. instagram

5. pinterest

1. Who are considered 'i-gens' (page 3 )

Born between 1993 and 2005

2. In what ways are i-gens connected and using digital technology? (pg 4) 

phone alarm, social media, music-spotify, camera/photography, entertainment while eating, such as tv and youtube

3. How would you describe the relationship with i-gens with the content of the media they are consuming? (Summarise page 5)

the I-Gens are connected with the media as their mains source of everything, whether that is entertainment, the news, social connections. The I-Gens rely on media for ther opinions of certain topics(Materialism and consumerism Euthanasia Political and social unrest Family relationships Gay relationships and homophobia Inequality: social, cultural, economic and ethnic Mental health: bullying, depression, suicide, enjoying life Abortion Sexism and feminism Obesity, body image and other health issues) and are eager to learn and gain more insight on those topics. The media that the I-Gens consume leaves an imprint on their worldview and can change them very easily. Depending on the person that is consuming the media, they want to consume media that makes them enjoy the 'little things' in life, showing that they have become aware that they are taking those things for granted because of the media they consume. This seems like they have a relationship that is mainly beneficial for them in the way that they live, since some people say that constant music makes them focus in their jobs making them more efficient, and that they are striving for the media that 'looks at the good in life'. 

4. In what way does social media play a part in influencing i-gens activity in whether they watch a film or not? (p7)

since word of mouth advertising is the most effective, igens trust the people that recommend movies top them. This, however, isnt restricted to physical word of mouth, they will trust the influencers on social media about the opinion that they give, whether it is good or bad. This means that social media is equal or greater than human on human recommendations. 

5. List the emotional motivations that drive i-gens to watch movies at the cinemas and what in general do they like about it? (p8 & 10)

Chilled: escaping for a couple of hours, relaxing and chilling out with no interruptions. Intimate: being intimate with others through social connection and shared experiences with partners, friends, colleagues and families. Hyped: experiencing heightened emotions including being hyped and excited (action movies), shocked and terrified (horror), sad (dramas), and laughing (comedy). 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 filmmaking. Socially conscious: thinking and being curious about the issues raised in the film and using the film to help shape discussion, opinions, views and beliefs

The iGeneration still values cinema. They see it as an inclusive social occasion that can be spent with friends, family and colleagues. It’s also an opportunity to meet new people. Enjoying a sense of community with a shared experience is greatly appealing to iGen. They also value the unique, uninterrupted time spent at the cinema where they can immerse themselves in a film. iGens are very aware of the latest technologies in sound and image, including Virtual Reality, and are seeking a fully immersive, multisensory experience at the cinema.

6. Comment on why i-gens opt to watch movies online at home (p 9)

In-home viewing is easy, convenient, safe, comfortable and costs very little. It can be sociable or equally enjoyable alone.

 
7. What do the i-gens say is negative about the cinema experience? (p11)

The cost and ‘administration’ involved with the cinema experience is somewhat out of step with iGens. It is expensive, inflexible and inconvenient compared to watching a movie at home. The lack of flexibility, lining up for tickets and limited food and drink options can all add up to too much bother.

8. 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

Because I-Gens are mainly on social media they should be marketed towards through social media. They shouldn't only be shown trailers though, as I-Gens would like to me impressed by the content and marketing to show them that the film is worth the watch. And since this generation grew up with the Internet, they like personalised content, meaning to use the influencers that they follow to promote the film, get them to recommend it, to critique it. 

9. 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

The I-Gens don't want to have to queue for things. They want a convenient, fast and easy experience. This can come in the form of online bookings and tickets on their phones instead of paper tickets. Socialisation is a must have for them as well as convenience, so having a dedicated socialisation area with snacks and drinks available to hang out with their friends. Innovation in technology is something I-Gens are interested in, so by making the film watching experience involve much of the new technology, such as VR or exaggerated sensory experiences, like moving seats, would attract them as it would be state of the art, new and Interesting. Conversations, whether that is online or offline, about the film they watched is a major deal for the I-Gens. They want to talk about it, and discuss all kinds of different views on things, theories, representation of cultures, people groups etc. allowing them to do this raises the engagement of the film and audience and can lead to more word of mouth recommendations, something the i-gens prefer over normal advertising. 

DARK KNIGHT- 

In the 15 months leading up to the movie’s release, over 11 million unique participants in over 70 countries joined in the transmedia experience. We gave fans the chance to directly involve themselves in the world of Gotham -- from helping Harvey Dent become District Attorney to serving as henchmen in the Joker’s army to joining “Citizens for Batman.”

How was Dark Knight advertised?

We got people to actually come out into the street in support of Harvey Dent -- a fictional candidate running for a fictional position in a fictional place. When election time came, we sent out voter registration cards in the mail -- and ran our own election

And the campaign spilled over into the real world as fans called phone numbers written in the sky, found phones the Joker left for them inside birthday cakes, and helped project the Batman signal on buildings in New York City and Chicago.

The same sort of thing happened at Comic Con in San Diego. First, "Jokerized" dollars were discovered.

But everything came out of one mission -- to bring people into the world of Gotham City. To make Gotham City real.

Like this newspaper we published and mailed out. It was bursting with info and clues and hidden messages and lots of fun stuff.