{"id":42161,"date":"2019-03-18T00:00:00","date_gmt":"2019-03-17T21:00:00","guid":{"rendered":"https:\/\/prohoster.info\/blog\/blog_prohoster\/kto-chto-smotrit"},"modified":"2020-02-18T13:44:58","modified_gmt":"2020-02-18T10:44:58","slug":"kto-chto-smotrit","status":"publish","type":"post","link":"https:\/\/prohoster.info\/cs\/blog\/administrirovanie\/kto-chto-smotrit","title":{"rendered":"Co kdo sleduje?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

\"Co
\n
\nMalujeme portr\u00e9t modern\u00edho div\u00e1ka v r\u016fzn\u00fdch koutech sv\u011bta. Pro\u017eijte rozd\u00edly mezi Spojen\u00fdmi st\u00e1ty a Latinskou Amerikou ve zpr\u00e1v\u011b analytik\u016f BROADVISION. <\/p>\n

Kdo je modern\u00ed div\u00e1k? Kdo se ve\u010der sch\u00e1z\u00ed v kruhu rodiny a p\u0159\u00e1tel, aby sledoval p\u0159enos z\u00e1pasu nebo obl\u00edbenou show? Jak dob\u0159e zn\u00e1te sv\u00e9 p\u0159edplatitele? Shrom\u00e1\u017edili jsme data o div\u00e1ctv\u00ed po cel\u00e9m sv\u011bt\u011b, abychom v\u00e1m pomohli na tyto ot\u00e1zky odpov\u011bd\u011bt.
\nV prvn\u00ed \u010d\u00e1sti v\u00fdzkum\u016f se zam\u011b\u0159\u00edme na z\u00e1padn\u00ed polokouli, konkr\u00e9tn\u011b na USA a Latinskou Ameriku.
\n<\/a><\/noindex>
\nPreference div\u00e1k\u016f<\/p>\n

A\u0165 u\u017e to zn\u00ed jakkoliv, po n\u00e1ro\u010dn\u00e9m pracovn\u00edm dni si \u010dlov\u011bk rad\u011bji u\u017e\u00edv\u00e1, kdy\u017e se nemus\u00ed rozhodovat s\u00e1m. V\u017edy\u0165 modern\u00ed inzerenti a poskytovatel\u00e9 slu\u017eeb u\u017e maj\u00ed pot\u0159ebn\u00fd z\u00e1klad znalost\u00ed: data o \u010dase sledov\u00e1n\u00ed TV, preferenc\u00edch, pr\u00e1ci a voln\u00e9m \u010dase \u2013 to sta\u010d\u00ed k tomu, abychom pochopili, co p\u0159edplatitel pot\u0159ebuje.<\/p>\n

Nelze opom\u00edjet, \u017ee v dynamick\u00e9m sv\u011bt\u011b lidem chyb\u00ed \u010das str\u00e1ven\u00fd s bl\u00edzk\u00fdmi a oce\u0148uj\u00ed okam\u017eiky, kdy se rodina sch\u00e1z\u00ed p\u0159ed televizn\u00ed obrazovkou.<\/p>\n

\"Co
\n
\nExperiment nazvan\u00fd \u201eTV detox\u201c uk\u00e1zal z\u00e1vislost lid\u00ed na sledov\u00e1n\u00ed TV. Viacom Global Insights ve spolupr\u00e1ci s v\u00fdzkumnou spole\u010dnost\u00ed Think provedla neobvykl\u00fd v\u00fdzkum. Jeho c\u00edlem bylo prozkoumat pocity a chov\u00e1n\u00ed lid\u00ed, kter\u00e9 na n\u011bkolik dn\u00ed izolovali od sledov\u00e1n\u00ed TV obsahu na jak\u00fdchkoli za\u0159\u00edzen\u00edch.<\/p>\n

Experimentu se z\u00fa\u010dastnilo v\u00edce ne\u017e 16 tis\u00edc lid\u00ed ve v\u011bku od 6 do 44 let ze 14 zem\u00ed. V prvn\u00edch p\u011bti dnech byl respondent\u016fm zak\u00e1z\u00e1n t\u00e9m\u011b\u0159 ve\u0161ker\u00fd televizn\u00ed p\u0159\u00edjem: placen\u00e9, bezplatn\u00e9, kabelov\u00e9, VOD a televizn\u00ed aplikace kan\u00e1l\u016f a poskytovatel\u016f. Povolen\u00e9 byly pouze streamovac\u00ed p\u0159edplatn\u00e9 \u2013 SVOD.
\n N\u00e1sleduj\u00edc\u00edch p\u011bt dn\u00ed prob\u011bhlo naopak: \u00fa\u010dastn\u00edci v\u00fdzkumu byli zbaveni mo\u017enosti sledovat video na p\u0159edplatn\u00e9, ale mohli sledovat televizi.<\/p>\n

Po skon\u010den\u00ed experimentu div\u00e1ci uvedli, \u017ee b\u011bhem p\u011btidenn\u00ed izolace od televize jim chyb\u011bly emoce a pocity, kter\u00e9 televize poskytuje: pocit uvoln\u011bn\u00ed, pocit soun\u00e1le\u017eitosti s rodinou, spole\u010dn\u00e9 z\u00e1jmy a rodinn\u00e9 str\u00e1ven\u00ed \u010dasu, touha b\u00fdt informov\u00e1n o d\u011bn\u00ed a objevovat nov\u00e9 v\u011bci. V\u011bt\u0161ina poznamenala, \u017ee bez sledov\u00e1n\u00ed vide\u00ed na p\u0159edplatn\u00e9 se \u017eilo mnohem sn\u00e1ze ne\u017e bez mo\u017enosti sledovat televizi tradi\u010dn\u00edm zp\u016fsobem.<\/p>\n

Spojen\u00e9 st\u00e1ty<\/p>\n

Nov\u00e9 studie uv\u00e1d\u011bj\u00ed, \u017ee pr\u016fm\u011brn\u00fd \u010dlov\u011bk ve Spojen\u00fdch st\u00e1tech sleduje televizi t\u00e9m\u011b\u0159 p\u011bt hodin denn\u011b, co\u017e je o hodinu v\u00edce ne\u017e pr\u016fm\u011br v nejv\u011bt\u0161\u00edch zem\u00edch sv\u011bta.
\nVe skute\u010dnosti vrchol sledov\u00e1n\u00ed televize nastal v letech 2009-2010. Tehdy pr\u016fm\u011brn\u00e1 americk\u00e1 rodina tr\u00e1vila p\u0159ed televiz\u00ed 8 hodin a 55 minut denn\u011b. V \u201enult\u00fdch\u201c letech byl zaznamen\u00e1n nejv\u00fdznamn\u011bj\u0161\u00ed n\u00e1r\u016fst \u010dasu str\u00e1ven\u00e9ho sledov\u00e1n\u00edm televize za desetilet\u00ed. V posledn\u00edch 8 letech v\u0161ak takov\u00e9 zdroje obsahu jako Facebook, YouTube, Netflix a dal\u0161\u00ed sn\u00ed\u017eily \u010das sledov\u00e1n\u00ed televize pouze o hodinu. Ale americk\u00e1 rodina st\u00e1le tr\u00e1v\u00ed p\u0159ed televiz\u00ed v\u00edce ne\u017e 7 hodin a 50 minut denn\u011b.<\/p>\n

Navzdory p\u0159edpov\u011bd\u00edm expert\u016f se \u201est\u0159ih\u00e1n\u00ed kabelu\u201c \u2014 tedy zru\u0161en\u00ed tradi\u010dn\u00edch p\u0159edplatn\u00fdch placen\u00e9 televize ve prosp\u011bch streamovac\u00edch slu\u017eeb na vy\u017e\u00e1d\u00e1n\u00ed, zat\u00edm nestalo hromadn\u00fdm jevem ve Spojen\u00fdch st\u00e1tech.<\/p>\n

I kdy\u017e pokles od 2. \u010dtvrtlet\u00ed 2009 \u010din\u00ed v\u00edce ne\u017e t\u0159i miliony p\u0159edplatitel\u016f, st\u00e1le se nejedn\u00e1 o hromadn\u00fd trend, kter\u00fd mnoz\u00ed o\u010dek\u00e1vali po dosa\u017een\u00ed vrcholu spole\u010dnost\u00ed jako Netflix, Amazon Prime a dal\u0161\u00edch online slu\u017eeb.
\nZat\u00edmco n\u00e1r\u016fst online videa rozhodn\u011b neusnadnil pr\u00e1ci poskytovatel\u016fm placen\u00e9 televize, v\u011bt\u0161ina spot\u0159ebitel\u016f se zat\u00edm nezd\u00e1, \u017ee by pl\u00e1novala vzd\u00e1t se p\u0159edplatn\u00e9ho placen\u00e9 televize.<\/p>\n

71 % spot\u0159ebitel\u016f v USA sleduje kabelovou nebo satelitn\u00ed televizi a nepl\u00e1nuje se j\u00ed vzd\u00e1t. Na ot\u00e1zku, jak\u00fd je hlavn\u00ed d\u016fvod \u201enest\u0159\u00edhat kabel\u201c, 18 % respondent\u016f uvedlo, \u017ee si na n\u011bj jednodu\u0161e zvykli, zat\u00edmco 16 % uvedlo pohodl\u00ed p\u0159i sledov\u00e1n\u00ed mnoha kan\u00e1l\u016f na jednom m\u00edst\u011b.<\/p>\n

\"Co
\n
\nLatinsk\u00e1 Amerika<\/p>\n

V r\u00e1mci rozs\u00e1hl\u00e9ho v\u00fdzkumu TGI Latin se respondenti ptali, zda pl\u00e1nuj\u00ed sledovat televizi. 32,6 % odpov\u011bd\u011blo, \u017ee je sou\u010d\u00e1st\u00ed jejich ka\u017edodenn\u00edho rozvrhu. Tato skute\u010dnost by se m\u011bla vn\u00edmat jako pozoruhodn\u00fd jev, kdy jedna t\u0159etina populace pl\u00e1nuje sv\u016fj \u017eivot kolem televizn\u00edch program\u016f.<\/p>\n

V\u00fdsledky ankety pom\u00e1haj\u00ed l\u00e9pe pochopit div\u00e1ky a jejich preference. Nap\u0159\u00edklad v jak\u00e9koli v\u011bkov\u00e9 skupin\u011b maj\u00ed \u017eeny vy\u0161\u0161\u00ed \u00farove\u0148 z\u00e1jmu o televizi. Mezi mu\u017ei je nejvy\u0161\u0161\u00ed p\u0159ilnavost vid\u011bt u adolescent\u016f. Zaj\u00edmav\u00e9 je, \u017ee nejvy\u0161\u0161\u00ed hodnoty se t\u00fdkaj\u00ed nejmlad\u0161\u00edch a nejstar\u0161\u00edch skupin.<\/p>\n

\"Co
\n
\nN\u00e1sleduj\u00edc\u00ed graf ukazuje ukazatele socioekonomick\u00e9 \u00farovn\u011b \u017eivota.<\/p>\n

Nejvy\u0161\u0161\u00ed \u2014 A = 10%,
\nNejni\u017e\u0161\u00ed \u2014 D = 40%.<\/p>\n

Lze usoudit, \u017ee celkov\u00e1 \u00farove\u0148 sledov\u00e1n\u00ed televize kles\u00e1 s rostouc\u00ed socioekonomickou \u00farovn\u00ed. Zat\u00edmco televize je hlavn\u00ed formou z\u00e1bavy pro ni\u017e\u0161\u00ed t\u0159\u00eddu, pro vy\u0161\u0161\u00ed spole\u010densk\u00e9 vrstvy nen\u00ed tak d\u016fle\u017eit\u00e1.
\n\u010cas str\u00e1ven\u00fd sledov\u00e1n\u00edm televize je p\u0159\u00edmo spojen s \u00farovn\u00ed \u017eivota v zemi. Mexiko m\u00e1 nejni\u017e\u0161\u00ed \u00farove\u0148. P\u0159itom je Mexiko nejv\u011bt\u0161\u00edm v\u00fdvozcem \u0161pan\u011blsky mluven\u00fdch program\u016f pro celou Latinskou Ameriku.<\/p>\n

\"Co
\n
\nNa z\u00e1klad\u011b v\u00fdzkumu lze u\u010dinit z\u00e1v\u011bry o typech videoobsahu, kter\u00e9 budou v t\u00e9 kter\u00e9 zemi aktu\u00e1ln\u011bj\u0161\u00ed. Nap\u0159\u00edklad ti, kte\u0159\u00ed jsou v\u00edce naklon\u011bni sledovat televizi podle pl\u00e1nu, budou s v\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed sledovat v\u00fdvoj televizn\u00edho seri\u00e1lu, talk show a n\u00e1bo\u017eensk\u00e9 programy.<\/p>\n

\nTelevize v Braz\u00edlii<\/p>\n

\"Co
\n Brazilci tr\u00e1v\u00ed u televize v\u00edce ne\u017e p\u011bt hodin denn\u011b.<\/p>\n

\nV Braz\u00edlii znamen\u00e1 vlastnictv\u00ed televize soci\u00e1ln\u00ed zapojen\u00ed. Je to nejpopul\u00e1rn\u011bj\u0161\u00ed zdroj obsahu v zemi: alespo\u0148 jeden televizor m\u00e1 95 % brazilsk\u00fdch dom\u00e1cnost\u00ed. Brazilci p\u0159\u00edmo spojuj\u00ed televizi se statusov\u00fdm symbolem: \u010d\u00edm v\u011bt\u0161\u00ed a pokro\u010dilej\u0161\u00ed televize je, t\u00edm bohat\u0161\u00ed je rodina.<\/p>\n

Brazilci s radost\u00ed sleduj\u00ed prakticky jak\u00fdkoli obsah: od fotbalu po soap opery, kter\u00e9 mu\u017ei sleduj\u00ed na \u00farovni se \u017eenami, a nepova\u017euj\u00ed to za nic neslu\u0161n\u00e9ho.<\/p>\n

\nV\u00fdstup<\/p>\n

\"Co
\n
\nTelevize se u\u017e dlouho stala d\u016fle\u017eitou sou\u010d\u00e1st\u00ed na\u0161eho \u017eivota. Ale lid\u00e9 sleduj\u00ed obsah r\u016fzn\u00fdmi zp\u016fsoby. Star\u0161\u00ed generace se t\u00e9m\u011b\u0159 nijak ned\u00e1 rozpt\u00fdlit a nep\u0159ep\u00edn\u00e1 kan\u00e1ly. Mu\u017ei jsou spont\u00e1nn\u00ed, zat\u00edmco \u017eeny \u010dast\u011bji pl\u00e1nuj\u00ed sv\u016fj voln\u00fd \u010das dop\u0159edu. Nicm\u00e9n\u011b neexistuj\u00ed skupiny, kter\u00e9 by v\u016fbec nesledovaly televizi \u2014 ta je p\u0159\u00edtomna v\u0161ude.<\/p>\n

Div\u00e1ci ne v\u017edy pot\u0159ebuj\u00ed v\u00fdb\u011br. P\u0159ed televiz\u00ed si cht\u011bj\u00ed odpo\u010dinout, uvolnit se a tr\u00e1vit \u010das s rodinou. Proto je t\u011b\u017ek\u00e9 p\u0159ece\u0148ovat v\u00fdznam televize v \u017eivot\u011b modern\u00edho \u010dlov\u011bka, i p\u0159es rozd\u00edly mezi generacemi a mentalitou.<\/p>\n

Zdroj: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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