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.
The algorithm of content consumption, that is, the details, phases and main questions, as well as the importance of individual parameters in the course of the viewer’s decision making process from the rise of the need for content consumption to the viewing of the selected content.
In addition to the television screen, watching and consumption of television content also on other tools and platforms, in different forms. Evolution and changing of the content, different uses, their appearance on several portable tools and other platforms. Expectations, habits, trends and the most important limitations and difficulties that multi-screen content consumers face, as well as the potential inherent to this area.
Survey on the Hungarian market of on-demand media services, evolution of the methodology of measurement, expected market trends, the future of the market of on-demand media services, their likely expansion at the cost of linear media services, potential future regulatory solutions