Audio-visual media consumption habits of Hungarian citizens living in Western Europe
Over the past decades several hundred thousands of active Hungarian citizens—typically 18 to 49 years of age—migrated from Hungary mostly to Western Europe to settle down and take up employment for a longer (or in many cases indefinite) period of time. The first primary research on this population was carried out by KSH, the Hungarian Central Statistical Office in 2013 within the framework of the SEEMIG project. The survey relied mostly on data obtained from family members who remained in Hungary. Very little, or we could say, almost nothing has been known about the media consumption habits of, not to mention audio-visual content consumed by this significant target group, therefore the launch of the first quantitative research was highly topical.
General research goal:
Our goal is to compare the media consumption habits of expatriate Hungarians to those of consumers in Hungary with similar demographic variables, as well as to their own habits from the times before they left the country. We can draw interesting conclusions from the findings on how a media market that is more developed than the domestic one influences the consumers’ content-related preferences, or on how loyal these consumers are to Hungarian content, and which exactly are the content they remain loyal to.
Sample taking constitutes a challenge, because similarly to the SEEMIG project also in this case we can expect a relatively high rejection rate on behalf of expat Hungarians. Before the formulation of the methodological recommendations, thorough study of the KSH-materials is highly advisable. The application of quantitative methods is indispensable, qualitative methods are optional.
Hungarian citizens born in Hungary, aged 18 to 49, who have been resident in the United Kingdom or Germany for more than a year. (We do not recommend expanding the research to Hungarians in Austria—although it is the third most important target country for migrant Hungarians—on the one hand, because many people commute between Hungary and Austria, and on the other, because the demographic profile of this group is very similar to Hungarians settled down in Germany.)
Questions to be answered:
1. Availability of appliances and infrastructure: TV-sets, PCs, laptops, tablets, mobile phones, consoles, DVD, mobile internet, dongles? Type and speed of internet access?
2. Use of TV-reception platforms? Did the person have a TV-subscription in Hungary, does s/he have it in the target country? If s/he does, what is the package, and on average, how much time is spent watching TV? (to be expressed based on standards applicable also in Hungary, e.g. based on TGI, to facilitate comparison) If s/he has no subscription, what is the main obstacle that prevents the person from having a subscription? Does s/he have at least a free DTT aerial? Does s/he pay any television license fee?
3. What kind of alternative, on-line platforms does s/he use to watch videos: Hungarian free catch-up (e.g. RTL Most, Médiaklikk), chargeable standalone OTT (e.g. Netflix), torrent (e.g. ncore), free video-sharing websites (e.g. indavideo), Facebook, if s/he has a TV-subscription: local operator for VOD/TVE services? Tricky accesses: e.g. transmitting domestic STB abroad?
4. Audio-visual content preferences: what genres/sub-genres does s/he prefer? Which are his/her favourite titles, does s/he have a preference for Hungarian and/or local programmes, through which platform does s/he watch them? Proposed typology: movies (+sub-genres), series (+sub-genres), news, sports (main sports rights), music, talent shows, food-and-cooking programmes, educational, reality, daily soap, scripted reality, telenovela, lifestyle, children’s programmes (animations). Do they watch any local content in the target country that they like but is not available in Hungary, or in Hungarian?
5. Can we set up any typical categories based on the persons’ intentions related to employment, settling down or return home? How do these groups differ from each other with respect to their media consumption? In what manner and how intensively do the subjects keep in touch with their family and friends who stayed back at home? Does media content provide topics for their discussions? Content proposals in any respects?