HUNGARIAN CONSUMERS ARE INCREASINGLY REPLACING PERSONAL CONTACTS BY ELECTRONIC DEVICES

Every second Hungarian also enjoys the freedom to contact someone digitally anywhere, anytime.

On the results of the Nielsen survey of sixty countries entitled “Global Digital Situation”

Budapest, 2015. április 1. – The digital revolution is taking place in Hungary as well, but less quickly than the world average. While in the sixty countries surveyed, for example, an average of 69 per cent of respondents think that personal contacts are increasingly being replaced by electronic means, in Hungary this proportion is 51 per cent. Among other things, Nielsen’s recent study, “Fighting viewers in a world where TV is available everywhere,” explains the rapid development of digital technology and what consumers love to watch today, when they can access content anywhere, anytime.  

Also, every second Hungarian respondent (49%) enjoys the freedom to connect with anyone anywhere, anytime digitally. The world average is 76 percent.

The study finds that while there is a wide range of video content to choose from on a TV screen, human factors are becoming more and more important than broadcasters due to the rapid spread of different devices and social media connections.

“The fact that the selection has expanded not only makes things complicated, it also offers opportunities,” says Megan Clarken, Nielsen’s global vice president of audience measurement. “The key is to understand that viewing habits have become different, which also determines the drivers of further change. The media industry needs to embrace change and develop strategies to adapt to the new situation, thereby offering attractive and relevant content that people can easily access through a variety of tools and channels.”

Nielsen’s “Global Digital Situation” survey was conducted in sixty countries, including Hungary. A total of 30,000 Internet users were interviewed to find out how the spread of digital devices is evolving and what factors are influencing where, when and how we watch video programs. A video program is defined as any content that is provided by a television broadcast, cable, or professional video service provider or generated by a user. Another criterion is to be able to watch on a TV, computer, and any mobile device, such as a phone, tablet, or e-book. The study shows consumers ’preferences for video programs, including the devices most commonly used in each genre, as well as those used by people to watch videos at home or on the go.

HOW DO WE LOOK? SCREEN SIZE CALCULATES

“Video programs are an important part of my life,” says more than half of those surveyed globally (55%). Also, the majority of respondents (63%) believe that “the bigger the screen, the better”. In contrast, less than half of Hungarian consumers (48%) think that a bigger screen is better. Video programs are an important part of the lives of only 25 percent of Hungarian respondents.

The majority of respondents in sixty countries, an average of 59 percent, find it convenient to watch video programs on a mobile device, and 53 percent say a tablet is at least as good a device for watching video programs as a PC or laptop.

WHY LOOK AT THE TIME OF THE RADIATION? – ON THE COMMUNITY MEDIA ABOUT THE PROGRAMS

An important result of the research is that personal encounters are replaced by real-time conversations on social media, where participants exchange their views on their favorite TV shows. It was a social event to watch TV together, which had already stepped out of the walls of the living room or bedroom. The majority of respondents in the countries surveyed, 53 percent, watch certain TV shows in order to chat about it online. Also, 49 percent prefer to watch video programs if they are related to social media in some way.

“The second, third, and sometimes fourth screens significantly enhance the viewing experience,” Vice President Clarken points out. “Multiple screens increase viewers’ choices and provide additional opportunities for content providers and advertisers to reach and connect with viewers. Well-designed experiences not only increase the enjoyment of watching content, but also maximize the time consumers spend using screens to interact with brands.”

WHAT, WHERE ARE WE LOOKING? – WE USE MORE AND MORE DEVICES BUT THE TV DOMINATES

Although various alternative means are becoming more widespread, the main role is still played by television; it is at the heart of consumption, whatever we watch: a movie, a sporting event, a newscast, a documentary, or any other show. Respondents most often – almost always – mention the TV when the questions are about what device they watch different types of programs and videos on. Computers are the second most commonly used device in almost every genre, and a smaller but notable portion of consumers watch video content on a cell phone or tablet.

KIK A NÉZŐK?

“Let’s pay attention to the young, but don’t forget about the older age either,” the study answers the question. The number one means of watching videos for all generations is TV, which is a leader primarily among older consumers. Worldwide, the “quiet generation,” meaning an average of 91 percent of people over the age of 65, watch videos on TVs. They are followed by 50-64 year olds with 84 percent. The rate is 75 per cent for those aged 35-49 who make up Generation X, and 62 per cent for both the Y-age group of 21-34-year-olds and the Z generation of the youngest (15-20-year-olds).

The youngest, on the other hand, are mostly used by the youngest to watch videos. This is true, for example, of 42 percent of 15- to 34-year-olds.

“Those under the age of thirty-five, so Generations Z and Y,‘ digital natives ’are avid media consumers, and the mobile phone is a central part of their lives,” emphasizes Nielsen Vice President Megan Clarken. “Younger consumers no longer use mobile phones just on the go, but everywhere, including in their homes. Content providers and advertisers should be flexible when approaching their consumers where they are or are available on the device they are using during their current activity. ”

Data from some important opinions on the digital situation. Each number represents the percentage of more or less agreeing respondents.

Source: Nielsen Consumer Information and Knowledge Company

Methodology

The review presented in the press release summarizes the views of respondents in sixty countries. While the online method of the survey allows us to ask a lot of questions in many countries, the result only gives an idea of the habits of internet users and not of the entire population. In developing countries, where the penetration of the Internet is still growing, respondents may be younger and more affluent than the general population of a given country in general. In addition, the results are based on the answers to the questions and not on measured data.

About Nielsen

Nielsen (listed on the New York Stock Exchange as NLSN) is a global performance optimization company. It provides a complete picture of what consumers are watching (“Watch” business) and what they are buying (“Buy” business). Nielsen’s “Watch” division provides media and advertising customers with a total audience measurement service for all devices (video, audio, text) that consume content. Nielsen’s “Buy” division provides manufacturers and retailers of daily consumer goods with a unique, comprehensive view of retail performance in the sector. By integrating information from “Watch” and “Buy” research, as well as other data sources, Nielsen provides its customers with world-class measurement and analysis that further enhances their performance. Nielsen is present in more than 100 countries, covers 90 percent of the world’s population and is on the Standard & Poors 500 list.