Nielsen’s recent study showed that 57% of the Russian media consumers believed it better to view video content in a large screen format. This figure is even higher worldwide, 63% of respondents from different countries of the planet adhere to the same opinion.
As Nielsen informs, over 50% of respondents in the Middle East, Asia-Pacific, Africa and North America stated that TV programs were an integral part of their lives. At the same time the Russian respondents were less dependent on television programs, as media products formed a part of everyday life of just 37% of them. At the same time, if the Russians do watch this kind of programs, they do this mainly using TV-sets.
They prefer TV screens for watching news, documentaries, broadcasts of major sports events, all kind of awards ceremonies, cookery programs, etc. In this case, the gap between the TV box and its main rival PC equals 33-45 percentage points. But as for feature movies and sitcoms it is observed the smallest variation in preferences between PC and TV-set.
It is worth noting that the TV box holds quite a strong position as a device for viewing different video programs, what is not to say about TV content.
Today, if the TV box is switched on, so many people cannot pay attention to him. According to research, over 34% of the Russian respondents communicate within social networks, while sitting in front of a TV-set. The switched-on TV box represents a background while surfing the Internet for 48% of the Russians, 44% of the Europeans, over 60% of other countries’s residents.
The social media, however, don’t distract from watching TV, and quiet on the contrary, 31% of the Russian residents confess that the airtime generates greater interest, if it applies fragments of communications from various social media. In addition, 51% of the Russians track all kind of TV shows to be able to keep conversations on this topic in social networks.
Oleg Martianov, Head of Marketing Effectiveness practice, noted that the social media can be compared today to the classic ones by audience reach and by advertising exposure level. If we talk about the attained involvement, the traditional media evidently stay behind the social ones. The contemporary audience is not satisfied with the role of information consumer, as it wants to act as a coauthor of the published content, participating in its discussion.
The audience is also quite capricious in selecting content, as it wishes to avoid advertising, i.e. as many as 69% of the Russian respondents switch to another channel, once the advertising unit started.
Obviously, it becomes more complicated today to attract the contemporary consumer’s attention and wallet. Both the media and advertisers for their further high-efficiency work should create the most targeted advertising product, as well as review their feedback concept by concentrating on media content that generates maximum involvement.
