To measure how New Zealand audiences are accessing video content and music, and a means for tracking changes in behaviour over time, NZ On Air surveyed which media respondents consumed yesterday, for how long, and which channels, stations and sites they used. These questions measured the daily behaviour of the main broadcast, print, online and music media options. Prior to this survey there was no single source measurement of on air and online behaviour so this information was able to inform NZ On Air strategy and provide a public source of information on media consumption.
Methodology
A mixed methodology of telephone and online interviewing was used.
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N= 1,000 interviews were completed by telephone and N=400 completed online using Colmar Brunton’s Flybuys panel.
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The 2013 Census showed that 15% of people live in homes without a landline, so the online interviews were completed by consumers without access to a home landline.
Interviewing was conducted 4 April to 4 May 2014, with a 10 day suspension in interviewing during the Easter/ANZAC Day period when media consumption would have been anomalous.
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Daylight saving ended on 6 April 2014 so the vast majority of interviews were conducted after this period.
Respondents were defined as all New Zealanders aged 15 or over.
Regional quotas were put in place, as were minimum quotas for males, 15-24 year olds, and key ethnic groups.
The sample was post-weighted to ensure it was representative of the 15+ New Zealand population, by:
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Access to a landline
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Gender
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Age
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Ethnicity
The survey investigated in detail which media respondents consumed yesterday, for how long, and which channels, stations and sites they used. Frequency of use was also asked. These questions measured the daily behaviour of the main broadcast, print, online and music media options.
Respondents were also asked about their involvement with webseries, extra online material relating to a TV show, social media use in relation to a TV show, using captioning and audio description, and music sources and discovery.
Questions were asked about the weekly reach of nearly all media covered in the survey which provides a single source comparison of all current media consumption in New Zealand.
Three key aspects are not included in this benchmark study:
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Device used to consume media. Only ownership and access to devices was collected
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Simultaneous media consumption.
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Estimates of growth or decline. These will follow in subsequent studies.
The results of this study will not exactly match audience data from market currencies such as TV ratings or radio surveys because the methodologies are different (for instance this study includes all out of home TV viewing which TV ratings do not). However the overall trends should be similar, and this study provides a single source comparison of audiences across nearly all media options.
Key Results
The survey found 83% of respondents watched live television daily, while 67% listened to live radio and both for a considerable amount of time each day – more than any other media.
12% of viewers used one of the broadcasters’ On Demand websites to watch a broadcast programme when it suited them, while 6% use overseas online TV sites such as Netflix, BBC iPlayer, and Hulu.
Predictably, it’s among the younger generation that the online move is most obvious. While 76% of 15 – 24 year olds watched linear television daily, 66% watched videos online (Youtube or Vimeo) the previous day.
While radio is still popular, music is moving online faster than other content, and young people are leading the charge.
When asked where they became aware of new music, 60% of all respondents said on the radio, 36% said via streaming services such as Spotify, Youtube and Soundcloud. Among 15-24 year olds the latter figure jumps to 67%. Newer market entrants Spotify and iHeartRadio have already achieved a weekly reach of 12% and 5% respectively.