Audience Research

 1. How many of the world's population are currently connected to the internet? (slide 6)

4.388 Billion

2. How many of the world's population are active social media users? (slide 6)

    3.484 billion active social media users, which is 45% penetration

3. What are the top 5 social media sites used globally? (slide 10)

Facebook, YouTube, WhatsApp, Facebook messenger, WeChat

4. What two age-groups have the largest contingent of social media users? (slide 12)

ages 18-24 and 25-35

5. What percentage of NZ's population are connected to the internet and what percentage have social media? (slide 15)

4.22 Million connected to the internet, 3,40 Million social media users

6. What are the top 3 devices used to consume media in NZ? (slide 18)
mobile phone, television, and laptop/computer

7. How many hours a day are NZ's watching/ streaming online TV services? (slide 19)

2 hours and 42 minutes

8. What percentage of internet users in NZ swatch videos online and what percentage stream content via the internet? (slide 28)

94% watch videos online and 57% stream tv content

9. What are NZ's top 5 social media sites? (slide 33)

YouTube, Facebook, messenger, Instagram, Pinterest

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

"I-gens" are the young film audiences.

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

Listening to music on Spotify during the day and also checking notifications from Facebook, Instagram, Snapchat ect. When home, they scroll through social media like tik tok or will watch tv or Netflix/Disney plus. They can also watch YouTube and shares with friends and family funny videos they have watched. May watch Television with family, if not they will watch by themselves in their room, and before sleep check socials gain. 

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

 Media content in all forms has become incredibly accessible to i-gens and the relationship between the content is becoming increasingly stronger. I-gens are the first ever generation to spend their entire lives growing up in a world full of technology like i-pads, phones, internet etc. From early in the morning until late at night, I-gens are digitally connected, accessing anything they want online. There are many digital platforms with which they engage, including YouTube, Instagram, Snapchat and Twitter. From 6am-10:30pm, I-gens cycle through a variety of media, generally through a variety of devices.

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

 Some I-gens may have friends or relatives who work in some aspect of the film or television industry so want to support their work. Some like to follow the progress of particular New Zealand filmmakers.  I-gens feel proud seeing and supporting New Zealand stories on film. Though movie trailers (both on-line and at the cinema) remain a major source of influence, I-gens are critical of trailers that ‘give too much away’. Word-of-mouth recommendations are still very influential, but the iGeneration is not just influenced by friends. Influencers – people they follow on social media – create ‘virtual’ word of mouth. If influencers recommend a movie, their I-gen followers may be strongly drawn to watching it. Rather than wait for I-gens to come to the cinema and watch trailers, cinemas and distributors need to join them in their world. They need to be where the iGeneration ‘hangs out’– social media – and market films and cinema-going there. Online platforms like Spotify and Netflix currently tailor their recommendations to the individual users. I-gens want film recommendations to be tailored to them.

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)

The I-gens tend to spread movies through a "virtual word of mouth". They are critical of trailers that give too much of the movie away. I-gens value the immersive sight and sound technology of cinemas that they can't get at home. They value the experience and the emotional fulfilment. I-gens still value cinema. They see it as a 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 them. They also value the unique, uninterrupted time spent at the cinema where they can immerse themselves in a film. 

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

For many I-gens, the ease and comfort of watching films at home outweighs the benefits of going to the cinema. Films are available, both legally and illegally, online, and can often be seen before they are released in New Zealand. I-gens can watch a film where and when they choose, and don’t have to work around screening schedules or stand around queuing for tickets and food. The low cost of watching movies at home means they can stop watching if they are not enjoying a film and move on to another option. They can also pause and discuss scenes with others – often important to I-gens – take a break or check their phone. There is more choice of food and drink at home, at a much lower cost than at the cinema.

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

Despite I-gens finding great entertainment and immersivity when going to watch a movie at the cinema, the cost and ‘administration’ involved with the cinema experience is somewhat out of step with I-gens. It is expensive and inconvenient when compared to watching a movie from the comfort of their own home. The lack of flexibility, lining up for tickets or booking them online and limited food and drink options can all be seen as negatives to the whole experience, and some people might just not even be bothered to go. I-gens think queuing for tickets, food and drink is old-fashioned – and the food and drink options are limited and generally overpriced. They need to be strongly persuaded that the entire cinema experience will be enjoyable and provide value for money, they don't just want to blow money on something they don't think they will fully enjoy. And often, I-gens can have a similar, or even cozier "cinematic experience" at home, snug on the couch with snacks and nobody around to bother them.

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 the iGeneration constantly engages with social media, this is where marketing and advertising should be directed. However, I-gens don’t just want to see trailers but would like to know more background information and ‘soft-sell’ content. Some of this can be very inexpensive content and free to post. I-gens don’t just want to know what a movie is about and who is in it, but also what the people who influence them on social media think about that movie. They enjoy the customised approach of platforms like Netflix which say ‘if you enjoyed movie X then you would probably love movies Y and Z’. With a more targeted approach to social media that isn’t just trailers that often give the story away, larger numbers of I-gens may seriously consider attending the cinema as a great way to enjoy a movie.

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 suggest dedicated spaces at the cinema where they can hang out with their friends. Social spaces at cinemas where I-gens can socialise before and after screenings would have high appeal. The I-gens want cinemas to be immersive, super-comfortable, well designed, and incorporate the latest technologies such as surround sound and virtual reality (VR). The I-gens would also like to be able to view other forms of entertainment such as live sports, e-sports (competitive gaming) and ‘binge-watch’ entire TV series. They are also interested in outdoor and drive-in cinema, and being able to select or vote for what they view and when they view it. Once they have seen a movie, many I-gens want to be involved in discussing it both online and offline. Cinemas and distributors who provide both virtual and real spaces in which to do this are likely to attract more I-gens. The I-gens enjoy watching films, especially at home. Though they enjoy the cinema when they go, some would not really be bothered at all by its demise. They would probably shrug and say “that’s just how things go” and continue to watch movies at home.