The study of changing media consumption habits through human life
Background of the research:
To start with, we plan to collect data to be used as the starting point of a prospective cohort study. We intend to repeat the data collection later on every two to three years. This year the data were gathered as starting point complemented also with a study based on Nielsen’s TAM database (Research Phase 1). The desk research study was rely on retrospective data of television audience measurements and foundation studies. The study was made available to the research company (Ipsos) selected in Phase 2, and the results were utilized in the compilation of the questionnaires applied in Phase 2.
Goal of the research:
The goal of the cohort research is to examine changes occurring within the same demographic group or phenomenon by collecting data at different points in time. Our study focuses primarily on the audio-visual content consumption of young people (the research can be extended to other types of media too).
Target group of the research:
Basically the age group between 15 and 29 years.
Questions of the research:
Changes in different stages of life
Situations linked to media consumption, places of consumption and their changes
Changes in the use of appliances
What is the role of different appliances in one’s life?
The nature and intensity of audio-visual content consumption, and how these keep changing
Motivation, attitudes and expectations linked to media consumption, and how these keep changing
Changes in preferences for different types of subscriptions
Who become subscribers? What do they subscribe for? What services are chosen?
Illegal content consumption
Long or short content?
Parallel media consumption (Where is the focus of attention?)
First and second screens
Use of ad-blockers
Attitudes towards ads with different appliances and formats
Methods and size of the sample:
Quantitative sample taking of the habits of the current 15 to 29 age group. An important aspect is the possibility to repeat the sample taking.