Global and NZ Trends + iGens

Audience Research 


Global digitisation trends (survey-based data taken in January 2019) 


- 4.4 billion of the population is connected to the internet- this is a 57% penetration 
- 3.5 billion of the population are active social media users-  this is a 45% penetration 

Below are the top 5 social media sites: 
1. Facebook (2.3 million users) 
2.  Youtube (1.9 million users)
3. Whatsapp (1.5 million users) 
4.  FB Messenger  (1.3 million users) 
5. Wechat/ Wbxin (1 million users) 

- the two age-groups that have the largest contingent of social media users are 25 to 34 years & 18 to 24 years. there are more male users by 3% (for the 25-34 age group) and by 5% (for the 18-24 age group) 


NZ digitisation trends (survey-based data taken in January 2019) 
88%   are internet users 
70% are active social media users 
65% are mobile social media users 

top 3 devices used to consume media:
1. Mobile phone 92%
2. Television  91%
3. Laptop or desktop computer 84%

- around 3 hours spent on watching / streaming online TV services

- Watch videos online 94% 
- Stream TV content via the internet 57%

 top 5 social media sites? 
1. Youtube 86% 
2. Facebook 85%
3. Facebook Messenger 69% 
4. Instagram 45% 
5. Pinterest 31% 

iGens 

Questions;
 'i-gens' :  born 1993- 2005. considered to be last generation of cinema audiences. 

iGens are the first generation to have access to iPhones, iPads, iPods etc. which provides digital platforms such as Youtube, Instagram, Snapchat and Twitter keeping them digitally connected from early in the morning until late at night. 

Film influences iGen's opinions and beliefs. Social, environmental and political issues are presented and discussed. 

Social media allows people to give opinions about movies influencing whether people should watch a movie or not. If the influencer is critical of the movie trailer this can have a negative impact on the choice. 

- marketing movie using social media reaches a bigger platform and engages with iGeneration. 

Emotional motivations driving i-gens to watch movies at the cinemas: 

- Chilled (relaxing without interruptions) 

- Intimate (through social connection & shared experiences) 

- Hyped (heightened emotions) 

- In the know (by watching the latest movie people become the leading social media opinion) 

- Creative (by following creative artists involved in the filmmaking) 

- Socially conscious (by being curious about the issues in the film and using it as a topic of discussion) 

The cinema provides an immersive experience including the five senses fulfilling the core emotional motivations. 

- iGens view as a social occasion with family and friends and new people.

- By sharing the same experience with others it provides a sense of community

- latest technology in image and sound that cannot be accessed at home

Movies available online legally and illegally is the reasons why iGens watch movies at home:

- no screen schedules

- no standing around queuing for tickets and food at home

- pause feature to discuss scene with friends or take breaks

- wider choice of food at home at a lower cost. 

Negative aspects about the cinema experience:

- administration- has to check screening schedules and plan a suitable time is inflexible & inconvenient  

- limited choice

- cost of ticket is expensive  

how to market movies to iGens: 

- use social media to set up a fan page to regularly post interesting movie content creating hype, have specific movie hashtag to grow audience knowledge & release soundtrack feat. famous singers 

iGens expectation of the cinema experience: 

- provide apps for administration to make a booking for tickets and ordering food & drinks more convenient 

- provide 'hang out' space to socialise with friends before and after screening 

- i-gens expect cinemas evolve using the latest technologies such as surround sound and virtual reality (VR)

-  an expectation was the cinema being well-designed with an idea of comfortable fully reclining seats to view the movie 

- the expectation to view other forms of entertainment such as live sport, e-sport and binge-watch an entire TV series with high production values at cinemas. The i-gen made the interest in the idea of a drive-in-cinema or outdoor cinemas known. 

- a post-film activity where movie ratings , comments and reviews are made (off and online) and be directed to similar movies.