Generation Y
Local and International
Media and Entertainment Choices
Prepared for: Ms Nicole Lasky
10th June 2010
Mr Russ Henderson
General Manager
Sony Ltd
Level 20, 2 Margaret Street
Sydney NSW 2000
Dear Russ,
Please find the enclosed research report regarding media choices of Australian and International living in Australia.
If you need further information, please do not hesitate to contact me at 02-9975-4983.
Sincerely yours,
YT Marketing research LTD
Table of Contents
Executive Summary 1
Introduction 2
Research Objectives 2
Desktop Summary 3
Similarities between Local and International 5
Differences between Local and International 6
Methodology 7
Results 8
Similarities 9
Other similarities 9
Limitation 10
Conclusion 11
Recommendation 11
Appendices 12
Executive Summary
Objectives
The research objective is to understand the differences between Australian and International (live in Australia) Generation Y on media and entertainment choices.
Results
There are similarities between the groups of local and International Generation Y on media and entertainment choices.
Internet is the primary media choice for both local and International. There were no significant differences on what websites the two groups visit. Local Generation Y tend to watch their favourite shows mainly from TV, they spend more time on watching TV than International. While International tend to watch the favourite shows from DVD and the Internet other than only from TV. There were no significant differences in cinema, computer games, radio and digital media usages between the two groups. English is the main language for both of the groups when entertaining.
Conclusions
There are no major differences between the two groups regarding the way they use a number of media types. English is the mostly used language for both Local and International for watching shows, movies and listening to the music.
Recommendations • Use Internet extensively to reach both groups • Not to use promotion on TV when targeting International • Place more emphasis on TV when targeting Local and more emphasis on Digital media and DVDs when targeting International • Place advertisements and posters on internet streaming sites and DVD rental shops when targeting at International • Not to use Radio when targeting Generation Y in general • Place advertisements on Channel 9, Facebook and Sydney Morning Herald when targeting both groups • Keep English as the main language used in promotions
Introduction
This report focuses on the differences of Generation Y Australian and International media and entertainment choices.
Generation Y, a large group of people whose ages fall between 19 to 30, is increasingly drawing the world’s attention. In a typical multi-cultural country such as Australia, Generation Y contains a growing proportion of International visitors or immigrants other than the local.
As technology improves, the way they consume media are moving from the traditions. If the Generation Y are changing their media and entertainment habits, is there any differences between Australians and International (live in Australia)? How do these two groups of Generation Y behave on the same entertainment activities? According to the increasing amount of Internationals, these differences will strongly affect the marketing strategies that are established in Australian market. Hence it is critical for any marketers to examine if there are actual differences in media preferences in the two groups when targeting a specific market.
Research Objectives
The research objective is to understand the differences between Australian and International (live in Australia) Generation Y on media and entertainment choices.
Firstly, information collected from various secondary data sources are analysed and it identifies some of the possible differences between Australians and International Immigrants regarding their media and entertainment preferences
Secondary, the summary of 10-indepth interviews are presented to give additional information regarding the research objectives, which could not be gathered by secondary research.
Lastly, the data collected by 50 questionnaires are examined by statistical tools and the results are presented.
Desktop Summary
We have collected information from various secondary data sources to analyse Generation Y media and entertainment choices. Also to identifies some of the possible differences between Australians and International immigrants regarding their media and entertainment preferences.
Generation Y in Australia, comprises one quarter of the Australian population born in 1978 to 1994 and they make up 4.2 million of the Australian population. (ABS 2006). Having grown up in more media saturated world, Generation Y are very techno-savvy and it has been said that they are moving away from traditional media.
The proportion of traditional and unitary entertainment, such as television or newspaper, have been gradually replaced by the fast speed Internet, through which the viewer can be empowered be able to choose the content, also have the choice on how they view it from different multimedia presentations. Nielson 2009 shows that Generation Y spends the most time on online video watching compared to other generations. Also Apostolou 2009 mentions that “between 15% to 40% percent of fixed and mobile broadband subscribers viewed TV via their internet connection". These data show a new tendency for online viewing in this generation and suggests declining popularity for TV.
It has been identified that internet is a major media type used by Generation Y, spending approximately 27 hours per week on the internet. As Stanly 2009 states that “Most teenagers are heavily active on a social networking sites such as Facebook, with nearly everyone with an internet connection registered and visiting >4 times a week”. This popularity could be due to the Generation Y’s needs of “being always accessibly, and be connected with family, friends, and colleagues, regardless of physical location via internet”. (Leins 2009). Generation Y has not completely abandoned so called ‘traditional media’ rather they are willing to engage in new technology to enable them keep up with the world in unconstraint.
To compare the media and entertainment preferences of International and Local generation Y, we have gathered data from specific countries, which represent a large number of total International Generation Y in Australia. This is because, it is believed that migrants would still keep their own mother lands’ cultures and “media are part of people’s culture and people will use media for internets and habits they acquired in the country where they grew up”. (Mooij 2004)
The differences between local and international Generation Y on consuming media are distinct. Compare to the local, International Gen Y in Australia spend more time on the Internet while less time on local TV program, radio and local newspaper. To conclude the reasons, the most possible cause would be culture and habit differences. Most of the international Gen Y in Australia still keep their main social intercourses with family and friends overseas. The Internet unquestionable becomes the first choice on connecting to their culture. International Gen Y would also access news, TV programs over the internet on their own choices. Comparatively, the local Gen Y has more chances on consuming local TV and newspaper when sharing the time with family.
By conducting our secondary research, we assume that Generation Y posses a unique media usage pattern compared to any other generation and the media preferences between Local and International would likely to differ. This is because as previously said that media choices are influenced by cultures which can not easily be changed over the time. It is critical for any marketers to understand those differences in order to run a successful promotional campaign when targeting at a specific group, especially in a diverse country like Australia.
Qualitative Research – In-depth Interviews
For qualitative research, our research group has conducted 10 in-depth interviews with five local and five International Generation Y. In the interviews, questions were asked to see whether there were actual differences between the two populations regarding their media and entertainment choices, which were discussed in our secondary research report. (Refer to secondary data report in appendices)
The following is the summary of similarities and differences between Generation Y local & international living in Australia in the choices of Media & Entertainment.
Similarities between Local and International
Internet more than television
In terms of television and internet usages, both local and international spend less time on TV and substantially more time on the internet. Jessica a local student said “Internet gives me the option of watching what and when I want. Say for example, I can watch international series like dramas on the internet that I can not watch it on TV”, (appendix and Chris an international stated ‘unlike television, I do not have to stick to a fixed program list, thus online viewing suit my need more. These could be the reasons for generation Y shifting from television to Internet. Also it is evident from the interviews that Generation Y need to spend a lot of time on internet for university or work and social networking purposes which could be another reason internet outweighed television for both local and international.
Music
For both local and international, they tend to download songs off the internet and listen to it on their mp3 players or on their mobile phone. This generation is used to downloading everything for free, that CDs are rare source of music.
Differences between Local and International
Television
Our interviews indicated that local spend more time on television than international. The main reason international spent a little time on television was because of they do not find Australian TV shows interesting. As Chris, an international respondent said “local TV shows, are not interesting to me. Maybe because I was not grown up in Australia, lots of jargons and cultures I don’t really understand”.
Newspapers
Again, we found out that local read more newspapers than international. Popular newspapers read among Generation Y local were, Financial Review, Sydney Morning Hero, Sunday Telegraph and MX. Some of our International respondents said that “they prefer to read newspapers written in their first language or prefer to read the news on their own country’s website”, this lead to less newspapers readership and the different types of newspapers read by international.
Radio
There was a slight difference in the frequency of listening to the radio between local and international. Even though Radio is not a popular media choice in Generation Y in general, local would still spend some time on radio, especially when driving in the car. However, most of our international respondents said that “they rarely or never listen to the radio”.
Cinema
International tends to go to cinema slightly more than local. As Rachel, a local said, “most of the time she watches movies on Foxtel Box Office”. It is likely that local would subscribe to pay TV channel more than international, hence tendency of local to go to the cinema was lower than international. Also Ivan, an international implied “watching more movie can improve my English”, illustrating a motivational factor influencing international to go to cinema more often.
Methodology
Sample size:
We have chosen 50 people as our sample size. Currently Generation Y in Australia comprises about 4.2 million and it has been considered that 50 people would be sufficient enough for our quantative research.
Sample selection method:
Cluster sampling method has been used. To reduce sample selection errors, five different locations have been chosen to cover larger geographics and demographics. Samples have been chosen randomly at the following locations.
Location:
Our surveys have been conducted at the exit of supermarkets at
1. Westfield Hornsby Shopping Center
2. Ashfield Mall
3. World Square Shopping Center
4. Macquarie Shopping Center
5. Westfield Parramatta Shopping Center
How:
Researchers have asked every 5th person walking out of the supermarkets at each location. Survey questions have been read out to the respondents by the interviewers. The surveys have been completed by five local and five International Generation Y at each location.
Results
Our quantitative data have been analysed by statistical tools to asses if there is a difference in the media choice between the two groups and the results are shown below.
Hours spend on various media types
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By statistical analysis (refer to Appendix 1 and 2), we find significant differences between the two groups in the hours spent on TV, DVD, Magazine and Newspapers. 1. Local on average spent 4.86 hours more on TV compared to International. 2. International on average spent 1.84 hours more on DVD compared to Local 3. Local on average spent 0.46 hours more on Magazine compared to International 4. Local on average spent 0.82 hours more on Newspapers compared to International
On the other hand, there were no significant differences in Internet, Computer games, Radio and Digital media usages. (Refer to Appendix 2)
Table 1 Top 5 media Choices
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By looking at the table 1, Internet is the top 1 media type for both local and international. There are differences in the top 2-5 media choices between the two groups and TV and DVD are the most noticeable differences among the variables.
Figure 1 Relationship between TV viewing hours and the age came to Australia
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We can see from the figure 2 above, the earlier the age people came to Australia, they spend more time on watching TV. (Refer to appendix). This supports the ideas discussed previously that there is a difference in the media choices between the groups that local spend more time on TV than International and International tend to spend more time on other media e.g. DVDs.
Similarities
1. Newspapers
The most read newspaper is Sydney Morning Herald for both two groups.
2. Websites
The most used website is Facebook for both two groups.
3. Radio
104.1 FM is the most listened radio station for both the groups. However, most common answer from both local and International is “DO NOT LISTEN TO RADIO”.
4. TV channel
Channel 9 was the top 1 TV channel for both Local and International. Moreover Channel 10 ranked as the second most watched TV channel for both groups.
The above data suggest that Local and International would likely to use media types in the same way or same purposes even the frequency using such media types are different.
Other similarities
5. Cinema and Suburb
The most popular cinema and suburb are Events and in the City for both groups.
6. Language (shows, Movies and Music)
English is the most commonly used language for both groups.
Table 2 TOP 5 Websites
|Local |International |
|1 Facebook |1 Facebook |
|2 Youtube |2 Google |
|3 Hotmail |3 Youtube |
|4 Google |4 Hotmail |
|5 Myspace |5 Doubleclick |
There are seemed to be no significant differences in the kind of websites, Local and International access, even the rankings are a bit different.
Table 3 TOP 5 favourite shows Table 4 Media used to watch favourite shows
|Local |International |
|1 Masterchef |1 Deal or No deal |
|2 Gossip Girls |2 Masterchef |
|3 Lost /Survivor |3 Chinese drama |
|4 Desperate House wives |4 CSI |
|5 Australian Idol |5 Lost |
| |Local |International |
|No1 Shows |TV |TV |
|No 2 Shows |TV |TV |
|No 3 Shows |TV |DVD |
|No 4 Shows |TV |Internet |
|No 5 Shows |TV |Internet |
The Top 5 favourite shows have a few differences but more noticeable differences are in the media used to watch favourite shows. Local watch their favourite shows on TV for all TOP 1-5, on the other hand, International have combination of TV, DVD and Internet. The tendency of international to watch international shows would have most likely to have affected the above figures.
Limitation
Because of the time and budgetary restrictions, our research has limitation regarding sample size and sample selection methods. To evaluate the real differences between our two targeted groups, increased sample sizes and larger geographics are needed. Taking into account of estimated Generation Y population of 4.2 million in Australia, sample size of approximately 1000 or more would be sufficient. Also sample should be selected across Australia, preferably in each eight capital cities as each state would have different cultures which will affect media choices.
Conclusion
There are significant differences in the hours spent on TV, DVDs, Newspapers and Magazines between the two groups. On the other hand, there were no significant differences in Internet, Computer games, Radio and digital media usages.
We also have found that there is a significant relationship between the age moved to Australia and TV viewing hours, proving that there would actually be a difference in hours spent on TV between Local and International. Also it is identified that local mainly use TV to watch their favourite shows, whereas International use combination of TV, Internet and DVDs.
There are no major differences between the two groups regarding the way they use a number of media types. For example, both groups relatively access same TV channel, websites and newspapers. Also the most popular cinema and the suburb are the same for the groups. These patterns show media preferences and behavioural patterns of Generation Y in general.
Lastly, it has been identified that English is the mostly used language for both Local and International for watching shows, movies and music.
Recommendation
• Use Internet extensively to reach both groups • Not to use promotion on TV when targeting International • Place more emphasis on TV when targeting Local and more emphasis on Digital media and DVDs when targeting International • Place advertisements and posters on internet streaming sites and DVD rental shops when targeting at International • Not to use Radio when targeting Generation Y in general • Place advertisements on Channel 9, Facebook and Sydney Morning Herald when targeting both groups • Keep English as the main language used in promotions
Appendices
Appendix 1
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