CATCHING THE ATTENTION OF YOUNG AUDIENCES FRANCESCA CIMINO & RIIKKA LÄTTI MEDIA INTELLIGENCE SERVICE, EBU
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1 CATCHING THE ATTENTION OF YOUNG AUDIENCES FRANCESCA CIMINO & RIIKKA LÄTTI MEDIA INTELLIGENCE SERVICE, EBU
2 INTRO: THE MIS VISION To become the EBU Hub for research and analysis MISSION Providing EBU departments and Members with reliable market data, trustworthy analysis and relevant arguments
3 MIS: APPROACH MULTIDIMENSIONAL DATA POLICY TECHNOLOGY INFORMATION ANALYSIS ECONOMY CULTURE ARGUMENTS INTERNATIONAL
4 MIS: PRODUCTS AND SERVICES ebu.ch/mis Publications Digital Radio MIS Portal Data Collection Cross-media Audience Measurement Information on Request
5 AGENDA 1. YOUTH IN EUROPE 2. NEWS NEEDS 3. NEWS PLATFORMS 4. WHAT ABOUT PSB?
6 1. YOUTH IN EUROPE
7 Source: EBU based on Eurostat / year olds in the EU28 in 2013
8 18% OF THE EU28 POPULATION 20-24% 17% - 20% 15% - 17% Non EU Cyprus 23.6% Source: EBU based on Eurostat / year olds in the EU28 in 2013 Italy 15.4%
9 YOUNGEST 20 SWEDEN 21 DENMARK OLDEST 22 FINLAND 30 MALTA 31 SLOVAKIA 33 CROATIA Source: EBU based on Eurostat, 2013
10 IMPACT ON MEDIA HABITS
11 IMPACT ON NEWS CONSUMPTION
12 INTERNET USE TRADITIONAL MEDIA WEEKLY MEDIA HABITS OF EUROPEAN 16-24s USAGE (%) TIME SPENT (HH:MM) Watch TV 92% 95% 14:25 16:50 Listen to the radio 58% 64% 10:16 12:43 Read newspapers 53% 62% 3:49 4:37 Read magazines 46% 48% 3:47 3:59 Computer 64% 87% 13:20 16:40 Mobile phone 21% 44% 9:21 11:31 Tablet device 12% 8% 9:19 11:23 Games console 6% 15% 7:15 6:46 All individuals average Source: IAB Mediascope 2012: In a typical week, which of the following activities you do? / In a typical week, how much time do you spend doing the following activities?
13 ARE TRADITIONAL TV VIEWING AND RADIO LISTENING TIMES IN DECLINE? TV VIEWING TIMES BIGGER DECLINES IN 2013 RADIO LISTENING TIMES IN STEADY DECLINE Source: EBU based on Members data
14 % SMARTPHONE OWNERS WITH TABLETS FRANCE GERMANY ITALY SPAIN UNITED KINGDOM 28% 27% 24% 29% 41% YEAR ON YEAR GROWTH IN % +69% +84% +74% +95% +75% Source: Comscore Multi-device and connected world report, March 2014
15 COMMUNICATION
16 WEEKLY SOCIAL MEDIA USAGE IN THE EU % % HIGHEST USE DENMARK NETHERLANDS SWEDEN AVERAGE 44% LOWEST USE % % CZECH REPUBLIC GERMANY ROMANIA Source: Eurobarometer, Autumn 2013
17 2. NEWS NEEDS
18 CATEGORIZING INFORMATION NEEDS Who am I? What can we Personal talk about? Social role Where do I belong? Environmental Source: EBU based on Wilson, T., 1981
19 CATEGORIZING INFORMATION NEEDS: YOUTH Personal Social role Environmental Source: EBU based on Wilson, T., 1981
20 CATEGORIZING INFORMATION NEEDS: YOUTH Identity building Education Personal Qualification Social role Environmental Source: EBU based on Wilson, T., 1981
21 OPERATIONALISING NEEDS MODEL: YLE NEWS Ethnography Findings on a timeline Hands-on action points MORNING DAY EVENING Source: Yle News 2014
22 INTEREST IN TOPICS VARIES BY AGE Most important types of news 1/2 60% 56% 59% 50% 44% 47% 43% 40% 35% 33% % 20% 10% 24% % International Politics Local Regional Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
23 SCIENCE, WEIRD AND ENTERTAINMENT NEWS APPEAL TO THE YOUNG 60% Most important types of news 2/2 50% 40% 40% % % 27% % 20% % 11% 9% 55+ 0% Science & Tech Fun/Weird Entertainment Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
24 YOUNG PEOPLE CONTINUE TO SPEND LESS TIME WITH THE NEWS 100 Average total minutes spent consuming news yesterday Total Source: Pew Research Center 2013
25 INTEREST IN NEWS INCREASES WITH AGE, BUT WILL THE GENERATIONAL GAP PREVAIL? 100 Average total minutes spent consuming news yesterday Silents (-1945) Boomers ( ) Xers ( ) Millennials (1981-) Source: Pew Research Center 2013
26 3. NEWS PLATFORMS
27 YOUNG AUDIENCES PREFER ONLINE NEWS Main news platform by age 60% 59% 56% 50% 49% 43% 44% 49% 40% 35% 38% % 24% % 10% 15% % Any online Any TV news Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
28 UK: NEWS ON MOBILE AHEAD OF PRINT AND APPROACHING TV Platforms used for news nowadays 100% 90% 80% % 56% 60% 54% 40% 40% 36% 41% 20% 21% 21% 4% 0% TV Any online* Interet/apps Newspapers Radio on mobile Source: Ofcom News consumption in the UK 2014, *= Any internet or apps is an aggregate of all internet devices
29 GERMANY: TV AND ONLINE EQUALLY IMPORTANT FOR S Main news platform by age 100% 80% 7% 4% 8% 10% 11% 15% 11% 17% 16% 11% 60% 40% 40% 34% 25% 15% 9% Print Radio Online 20% 39% 46% 55% 58% 62% TV 0% Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: data from Germany
30 SWEDEN: S BIGGEST PLATFORMS ARE ONLINE AND FACEBOOK 70% News sources on the average day, % 52% 60% Morning newspaper 50% 40% 40% TV news 36% 30% 22% Online news 20% 14% 23% 10% 11% Facebook 0% Source: Nordicom Sweden Media Barometer 2013, Special Issue: Young People and Media
31 SEISMIC SHIFT IN ONLINE NEWS VIDEO CONSUMPTION? Thinking of the way you looked at news online 70% Looked at a list of 60% 55% 58% 58% 59% 57% news headlines 50% 42% 44% 46% 44% 47% Read longer news 40% stories or articles 30% 20% 10% 18% 17% 19% 17% 18% Watched news video (live, clip or programme) 0% Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
32 4. WHAT ABOUT PSB?
33 TV RADIO EBU PUBLIC SERVICE ORGANIZATIONS 15-24s 46% WEEKLY REACH 41% 15% 22% DAILY SHARE Source: EBU based on Members data, 2013
34 PUBLIC SERVICE NEWS OFFER 2013 TV: 33 COUNTRIES 35 PSB ORGANIZATIONS 70 CHANNELS HOURS OF NEWS AND CURRENT AFFAIRS Source: EBU based on Members data, 2013
35 PUBLIC SERVICE NEWS OFFER 2013 RADIO: 22 COUNTRIES 22 PSB ORGANIZATIONS 28 STATIONS HOURS OF NEWS AND CURRENT AFFAIRS Source: EBU based on Members data, 2013
36 PUBLIC SERVICE NEWS OFFER 2013 ONLINE: 35 COUNTRIES 44 PSB ORGANIZATIONS 171 WEBSITES 78 PSM WEBSITES INCLUDE VIDEO NEWS PAGES Source: EBU based on Members data, 2013
37 TURNING PUBLIC SERVICE VALUES INTO THE LANGUAGE OF YOUNG AUDIENCES UNIVERSALITY THIS IS INDEPENDENCE WHAT WE ARE EXCELLENCE THIS IS DIVERSITY WHAT WE PROMISE ACCOUNTABILITY INNOVATION
38 TURNING PUBLIC SERVICE VALUES INTO THE LANGUAGE OF YOUNG AUDIENCES FASCINATION ENTERTAINMENT SEX APPEAL THIS IS WHAT EASY TO DECIPHER WORKS FOR YOUNG AUDIENCES HIGH PRODUCTION VALUE SPEED IDENTIFICATION / ANTI-IDENTIFICATION NO MERCY SEARCHING THE LIMITS Source: DR Audience Research 2014
39 HOW PSB VALUES CAN MEET YOUNG AUDIENCES NEEDS: RTVE LAB INNOVATION + FASCINATION HIGH PRODUCTION VALUE Source:
40 HOW PSB VALUES CAN MEET YOUNG AUDIENCES NEEDS: VRT START-UP DIVERSITY + ENTERTAINMENT SEARCHING THE LIMITS Source:
41 HOW PSB VALUES CAN MEET YOUNG AUDIENCES NEEDS: YLE NEWSGUARD UNIVERSALITY + SPEED EASY TO DECIPHER
42 KEY TAKEAWAYS 1. Awareness of age/generation differences 2. Finding the audience in the fragmenting device/platform landscape 3. Addressing all needstates of the audience How are PSB set to face the future?
43 QUESTIONS?
44 THANK YOU! Francesca Cimino Riikka Lätti Media Intelligence Service (MIS) European Broadcasting Union
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