Where Are The Audiences? 2018 - Targeted Audiences Report

Where are the audiences? Targeted - Māori, Pacific, 15-24 yr olds and lower socio-economic New Zealanders.

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Overview

Alongside the release of the Where Are The Audiences? 2018 report NZ On Air partnered with the Health Promotion Agency to commission four separate reports on specific target audiences - Māori, Pacific, 15-24 yr olds, and lower socio-economic New Zealanders.

These reports compare weekly and daily media use across a range of platforms, providing a single source of objective media information.

You can read all the key findings below.

Key findings - 15 - 24 year olds
  • The top three daily media used by this age group are all Online
    • Significantly higher daily users of Online video eg YouTube, Facebook (78% v 52%)
    • Significantly higher daily users of streamed/online music (78% v 39%)
    • Significantly higher users daily of SVOD (56% v 37%)
  • Significantly lower users of Free-to-air TV (25% v 37%)
  • Significantly lower users of live radio (45% v 55%) but relatively stable.

Among this age group NZ SVOD use has almost doubled in 2 years (increasing from 29% daily use in 2016 to 46% in 2018).

  • This is also the media 15-24 year olds use for the greatest time each day – more than 3 hours a day.

At the same time linear TV use has fallen 31% in 2 years (driven largely by dropping out of SKY TV but also a decline in free-to-air TV.) And enjoying music on physical formats (CD, ipod etc) has fallen 54% in 2 years.

This age group also uses OnDemand differently to the general population. 41% use it to watch original content that is not catch up viewing. (v 32% general population).

Read full report below:

Download: NZONAIR - 2018 WHERE ARE THE AUDIENCES Report - 15-24s (1).pdf

PDF 1.5 MB

15-24's final infographic
Key findings - Māori audiences
  • Significantly higher daily use of Online video eg YouTube, Facebook (62% v 52%)
  • Significantly higher daily use of SVOD than general population (52% v 37%)
  • Significantly higher users of OnDemand daily (39% v 19%)
  • Slightly less use than the general population of linear TV daily (63% v 66%)
  • Lower users daily of radio than general population (48% v 55%)

The generation gap in media use is roughly the same as for the general population but bear in mind the Māori population profile is young (70% aged under 40).

  • In the younger demographic of 15-39 (which is the major Māori population group) the evidence is most clear of online media overtaking traditional media.

Read full report below:

Download: NZONAIR - 2018 WHERE ARE THE AUDIENCES Report - Maori.pdf

PDF 1.7 MB

Maori FINAL infographic
Key findings - Pacific audiences
  • Number one daily media used is Online video eg YouTube Facebook (63% v 52%)
  • Significantly higher users of SVOD daily (54% v 37%)
  • Significantly higher users of OnDemand daily (37% v 19%)
  • Significantly lower daily use of Linear TV than general population (55% v 66%)
  • Lower users of Free-to-air TV (32% v 37%)
  • Lower users of live radio than general population (47% v 55%)

The overtaking of traditional media by online for Pacific people is due to a significant decline in viewing via SKY TV (contributing to the linear TV decline) rather than an increase in online viewing.

There is also a significant decline in live radio listening since the 2016 study – down to 47% from 56%.

As with Māori, the Pacific population is skewed young (74% under 40) so the consumption behaviour is reflective of the generational divide.

Read full report below:

Download: NZONAIR - 2018 WHERE ARE THE AUDIENCES Report - Pacific Island.pdf

PDF 1.7 MB

Pacific audiences infographic
Key findings - Lower socio-economic New Zealanders

For the purposes of this breakdown this is defined as New Zealanders who earn up to $50,000pa in either personal or combined income if they have a partner. (excluding students and retirees).

  • Linear TV is the Number One daily media used by this group although slightly less than the general population. (59% v 66%)
  • Online video eg YouTube, Facebook is the second most used media, slightly more than the general population. (56% v 52%)
  • This group is less likely to watch NZ Netflix and to subscribe to SkyTV but the difference isn’t huge (NZ Netflix (23% v 27%)
  • Watching TV via PayTV is lower than the general population (33% v 39%)

There are some differences, as you might expect, in access to devices and services for this group, compared to the general population.

Read full report below:

Download: NZONAIR- 2018 WHERE ARE THE AUDIENCES Report - Low Socio.pdf

PDF 1.5 MB

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