Internet users are increasingly choosing to watch a cutscene on YouTube and view Facebook newsfeed than to watch something – Polsat and TVN. According to the latest survey syndykatowego dot. Media consumption made by IRCenter, among active Internet users are the most commonly used media Youtube (92%) and Facebook (85%), and only later the two largest commercial stations (both 66%). The study also showed that the attitude towards using the TV has an impact on the use of the Internet.
Source: IRCenter. Współkonsumpcji study among Internet media, October – November 2014, a representative sample of n = 801 active Internet users. Despite the fact that for an increasing number of Internet becomes the primary medium, television and video content still have strong position. For active Internet users are the most important additional media paid cable and satellite television (76%) and public television (72%). Through the internet they benefit from free VoD (92%), internet radio (66%) and paid VOD (15%).
Meet the habits of Internet TV
“ The obtained data we used to create a network of co-use of the media. In this way we were able to identify several specific target groups, which differ in terms of współkonsumpcji media. This valuable data from the point of view of potential advertisers “- says Dr. Albert Hupa, president IRCenter, a sociologist and researcher of social networks.
Internet users who knowingly forgo traditional TV, after all watch video content on VoD services (mainly on Youtube, Ipla.tv and Zalukaj.tv). This group is very willing to use the mobile Internet and Facebook. It’s slightly more women, especially after the age of 25, many of whom have children.
Not the complete opposite of traditional television viewers are those who are watching video content using all possible relays (TV, PC and mobile devices), also willingly paying for these opportunities. These are people who often watch all the 4 largest public TV channels, as well as the use of Cyfrowy Polsat and Ipli (apart Youtube). Also do not shun from TVP of Content made available on the websites of the sender VoD.
From the point of view of the most attractive digital marketing group, however, are paid VoD users on the Internet (usually 25-34 years). It is these people widely use various social media, connect to the Internet using the greatest number of devices and use the mobile Internet features.
At the opposite extreme are the least attractive to commercial providers of Content TV users free online video – mostly men with larger cities who are happy to watch the BBC, Eske TV, Zalukaj.tv and Iplex. If anything, the best way to reach these people with zasięgowymi TV commercials; they will not be willing to use the internet marketing solutions.
Of course, there are also people for whom the Internet is just an additional medium for television (there are 22% of active Internet users). A group that receives video content mainly in the traditional way through the TV, and the Internet uses a limited extent.
“ Television and the Internet are increasingly overlap. A growing number of transmitters, which are made available to television content. In Poland, also increases the popularity of smart TV, there is a hybrid TV; Apple, Google and Netlifix outdo each other in making their own content with all of the devices connected to the TV. Created newer and newer forms of advertising in either medium, and weld them will only recipient. You should think of them right now “- adds Dr. Albert Hupa.
* Data derived from studies syndykatowego dot. Media consumption made by IRCenter in October and November 2014. The aim of the study was to support television advertising activities conducted on the Internet.
Source: IRCenter
Kan
