A while ago - actually at the end of September - we launched a quick survey on the television habits of the so called digital natives, people who are used to navigate Google+, Facebook an Co., aged 18-29, and who usually do not think that Mozilla is Godzilla's sister.
As the survey is completed by now we would like to share some highlights and interesting findings, before we publish a more detailed and profound report in a few weeks from now. First, we were quite surprised that even the target group (sample average age 23.4 years) was using for about 90% an ordinary TV set for linear TV. The remainder was watching streamed broadcast channels. Linear TV is used day in, day out for 39 % of all respondents as compared to 30% of the respondents who are daily using Internet TV, like streaming services and video portals. It did not come as a complete surprise, but it was somewhat interesting that 64% of the digital natives is watching TV just to relax, followed by 27% who want to get informed. Unfortunately we did not ask for the combination of relaxation and information, but we are quite sure we would not get any answer either.
Digging a bit deeper we tried to find out what the main likes and dislikes for Linear TV and Internet TV are. For Linear TV, you may have guessed, the strongest dislike is advertising which is perceived as pretty annoying, followed by the fact that you never get the content when you want to watch it.
On the likes side there are the image and sound quality as well as the editorial quality of most of the content. Well, most likely Musikantenstadel and the like are not perceived as editorial content, the result would look different. Overall, the satisfaction level with Linear TV was at a mere 2.8 (on a scale of 6). On the Internet TV side, the capability to "watch what I want, when I want" got the highest score, whereas the satisfaction with audio and video quality was ranked lowest.
Even though the study was just a quick shot and the sample was anything but representative we got some interesting insight what makes the digital natives tick. Surprisingly it seems that the good old lean-back TV hasn't died yet for this group and providing a large and individual choice of content in high audio and video quality being available at any time sounds like a good idea to make the folks scream with excitement. This really sounds good, doesn't it?
In a few weeks we will be publishing a more comprehensive analysis of our study, so please stay tuned.