{"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\/sk\/blog\/administrirovanie\/kto-chto-smotrit","title":{"rendered":"Kto \u010do sleduje?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

\"Kto
\n
\nKresl\u00edme portr\u00e9t modern\u00e9ho div\u00e1ka v r\u00f4znych k\u00fatoch sveta. Poci\u0165te rozdiel medzi Spojen\u00fdmi \u0161t\u00e1tmi a Latinskou Amerikou v anal\u00fdze analytikov BROADVISION. <\/p>\n

Kto je modern\u00fd div\u00e1k? Kto sa ve\u010der sch\u00e1dza v kruhu rodiny a priate\u013eov, aby si pozrel prenos z\u00e1pasu alebo ob\u013e\u00faben\u00fa \u0161ou? Ako dobre pozn\u00e1te svojich sledovate\u013eov? Zhroma\u017edili sme \u00fadaje o publik\u00e1ch po celom svete, aby sme v\u00e1m pomohli odpoveda\u0165 na tieto ot\u00e1zky.
\nV prvej \u010dasti v\u00fdskumov sa pozrieme na z\u00e1padn\u00fa pologu\u013eu, konkr\u00e9tne na USA a Latinsk\u00fa Amerikou.
\n<\/a><\/noindex>
\nPreferencie div\u00e1kov<\/p>\n

Nech to znie akoko\u013evek, \u010dlovek po n\u00e1ro\u010dnom pracovnom dni uprednost\u0148uje, aby ho nikto nen\u00fatil. A aby sa za neho rozhodlo. Ve\u010f, ak sa zamysl\u00edte, modern\u00ed inzerenti a poskytovatelia slu\u017eieb u\u017e maj\u00fa potrebn\u00fd z\u00e1klad znalost\u00ed: \u00fadaje o \u010dase pozerania telev\u00edzie, preferenci\u00e1ch, pr\u00e1ci alebo vo\u013enom \u010dase \u2014 to sta\u010d\u00ed, aby pochopili, \u010do potrebuj\u00fa ich sledovatelia.<\/p>\n

Nesmiete zab\u00fada\u0165, \u017ee v dynamickom svete m\u00e1 \u010dlovek nedostatok \u010dasu, ktor\u00fd m\u00f4\u017ee str\u00e1vi\u0165 s bl\u00edzkymi, a cen\u00ed si chv\u00edle, ke\u010f sa rodina zhroma\u017e\u010fuje pred obrazovkou telev\u00edzora.<\/p>\n

\"Kto
\n
\nExperiment s n\u00e1zvom \u201eTV detox\u201c uk\u00e1zal z\u00e1vislos\u0165 \u013eud\u00ed od pozerania telev\u00edzie. Viacom Global Insights v spolupr\u00e1ci s v\u00fdskumnou spolo\u010dnos\u0165ou Think uskuto\u010dnili nezvy\u010dajn\u00fd prieskum. Jeho cie\u013eom bolo presk\u00fama\u0165 pocity a spr\u00e1vanie \u013eud\u00ed, ktor\u00ed boli nieko\u013eko dn\u00ed izolovan\u00ed od pozerania telev\u00edzneho obsahu na ak\u00fdchko\u013evek zariadeniach.<\/p>\n

V experimente sa z\u00fa\u010dastnilo viac ako 16 tis\u00edc \u013eud\u00ed vo veku od 6 do 44 rokov z 14 kraj\u00edn. Po\u010das prv\u00fdch piatich dn\u00ed boli respondentom zak\u00e1zan\u00e9 takmer v\u0161etky formy telev\u00edzie: platen\u00e1, bezplatn\u00e1, k\u00e1blov\u00e9 siete, vide\u00e1 na vy\u017eiadanie, telev\u00edzia v aplik\u00e1ci\u00e1ch kan\u00e1lov a poskytovate\u013eov. Povolen\u00e9 boli iba streamovacie predplatn\u00e9 \u2014 SVOD.
\n Nasleduj\u00facich p\u00e4\u0165 dn\u00ed prebehlo naopak: \u00fa\u010dastn\u00edci v\u00fdskumu boli zbaven\u00ed mo\u017enosti sledova\u0165 vide\u00e1 na predplatn\u00e9, ale povolen\u00e9 mali pozeranie telev\u00edzie.<\/p>\n

Po skon\u010den\u00ed experimentu div\u00e1ci vyjad\u0159ovali, \u017ee b\u011bhem p\u011btidenn\u00ed izolace od televize postr\u00e1dali emoce a pocity, kter\u00e9 jim televizor poskytuje: pocit uvoln\u011bn\u00ed, pocit propojen\u00ed s rodinou, spole\u010dn\u00e9 z\u00e1jmy a rodinn\u00e9 tr\u00e1ven\u00ed \u010dasu, touhu b\u00fdt v obraze a objevovat n\u011bco nov\u00e9ho. V\u011bt\u0161ina \u00fa\u010dastn\u00edk\u016f v\u0161ak poznamenala, \u017ee bez sledov\u00e1n\u00ed vide\u00ed na p\u0159edplatn\u00e9m se jim \u017eilo mnohem snadn\u011bji ne\u017e bez mo\u017enost\u00ed sledovat televizi obvykl\u00fdm zp\u016fsobem.<\/p>\n

Spojen\u00e9 \u0161t\u00e1ty<\/p>\n

Nov\u00e9 v\u00fdskumy ukazuj\u00ed, \u017ee priemern\u00fd \u010dlovek v Spojen\u00fdch \u0161t\u00e1toch sleduje telev\u00edziu takmer p\u00e4\u0165 hod\u00edn denne, \u010do je o hodinu viac, ako je priemer vo v\u00e4\u010d\u0161\u00edch krajin\u00e1ch sveta.
\nFakticky, vrchol sledovania telev\u00edzie nastal v rokoch 2009-2010. Vtedy priemern\u00e1 americk\u00e1 rodina str\u00e1vila pred telev\u00edzorom 8 hod\u00edn a 55 min\u00fat denne. V \"nult\u00fdch\" rokoch bol zaznamenan\u00fd najv\u00fdraznej\u0161\u00ed n\u00e1rast \u010dasu sledovania telev\u00edzie za cel\u00e9 desa\u0165ro\u010die. Za posledn\u00fdch 8 rokov tak\u00e9to zdroje obsahu ako Facebook, YouTube, Netflix a in\u00e9 platformy zn\u00ed\u017eili \u010das str\u00e1ven\u00fd pri telev\u00edzore iba o hodinu. Ale americk\u00e1 rodina st\u00e1le tr\u00e1vi pri telev\u00edzore viac ako 7 hod\u00edn a 50 min\u00fat denne.<\/p>\n

Napriek predpokladom odborn\u00edkov \"strihania k\u00e1bla\" \u2014 t.j. zru\u0161enia tradi\u010dn\u00fdch predplatn\u00fdch na platen\u00fa telev\u00edziu v prospech slu\u017eieb streamovania na po\u017eiadanie, sa e\u0161te nestalo masov\u00fdm javom v Spojen\u00fdch \u0161t\u00e1toch.<\/p>\n

Hoci pokles od 2. \u0161tvr\u0165roka 2009 presahuje tri mili\u00f3ny predplatite\u013eov, nie je to z\u010faleka masov\u00fd trend, ktor\u00fd mnoh\u00ed o\u010dak\u00e1vali po tom, ako Netflix, Amazon Prime a \u010fal\u0161ie online slu\u017eby dosiahli vrchol svojho rozvoja.
\nZatia\u013e \u010do rast online videa ur\u010dite neusnadnil pr\u00e1cu poskytovate\u013eom platen\u00e9ho telev\u00edzneho vysielania, v\u00e4\u010d\u0161ina spotrebite\u013eov sa zatia\u013e nepl\u00e1nuje vzda\u0165 predplatn\u00e9ho na platen\u00fa telev\u00edziu.<\/p>\n

71% spotrebite\u013eov v USA sleduje k\u00e1blov\u00fa alebo satelitn\u00fa telev\u00edziu a nepl\u00e1nuj\u00fa od nej odst\u00fapi\u0165. Na ot\u00e1zku o hlavnom d\u00f4vode \"neorez\u00e1vania k\u00e1bla\" 18% respondentov uviedlo, \u017ee si jednoducho zvykli, zatia\u013e \u010do 16% pouk\u00e1zalo na pohodlie sledovania mno\u017estva kan\u00e1lov na jednom mieste.<\/p>\n

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

V r\u00e1mci rozsiahlej \u0161t\u00fadie TGI Latin sa respondentov p\u00fdtali, \u010di pl\u00e1nuj\u00fa sledovanie telev\u00edzie. 32,6% odpovedalo, \u017ee patr\u00ed do ich denn\u00e9ho rozvrhu. Samotn\u00e9 to by sa malo ch\u00e1pa\u0165 ako pozoruhodn\u00fd jav, ke\u010f jedna tretina popul\u00e1cie pl\u00e1nuje svoj \u017eivot okolo telev\u00edznych programov.<\/p>\n

V\u00fdsledky prieskumu pom\u00e1haj\u00fa lep\u0161ie pochopi\u0165 div\u00e1kov a ich preferencie. Napr\u00edklad, v ka\u017edej vekovej skupine maj\u00fa \u017eeny vy\u0161\u0161iu \u00farove\u0148 anga\u017eovanosti pri sledovan\u00ed telev\u00edzie. Medzi mu\u017emi sa najvy\u0161\u0161ia anga\u017eovanos\u0165 pozoruje u t\u00edned\u017eerov. Zauj\u00edmav\u00e9 je, \u017ee najvy\u0161\u0161ie hodnoty s\u00fa medzi najmlad\u0161\u00edmi a najstar\u0161\u00edmi skupinami.<\/p>\n

\"Kto
\n
\nNasleduj\u00faci graf ukazuje ukazovatele socioekonomickej \u00farovne \u017eivota.<\/p>\n

Najvy\u0161\u0161ia \u2014 A = 10%,
\nNajni\u017e\u0161ia \u2014 D = 40%.<\/p>\n

M\u00f4\u017eeme us\u00fadi\u0165, \u017ee celkov\u00e1 \u00farove\u0148 sledovania telev\u00edzie kles\u00e1 s rast\u00facou socioekonomickou \u00farov\u0148ou. Zatia\u013e \u010do telev\u00edzia je hlavn\u00fdm zdrojom z\u00e1bavy pre n\u00edzkopr\u00edjmov\u00e9 triedy, nie je tak d\u00f4le\u017eit\u00e1 pre vy\u0161\u0161ie soci\u00e1lne vrstvy.
\n\u010cas sledovania telev\u00edzie je priamo spojen\u00fd s \u00farov\u0148ou \u017eivota v krajine. Mexiko m\u00e1 najni\u017e\u0161iu \u00farove\u0148. A to, \u017ee Mexiko je najv\u00e4\u010d\u0161\u00edm export\u00e9rom hisp\u00e1nskych programov do celej Latinskej Ameriky.<\/p>\n

\"Kto
\n
\nNa z\u00e1klade v\u00fdsledkov \u0161t\u00fadie m\u00f4\u017eeme urobi\u0165 z\u00e1very o tom, ak\u00e9 typy video obsahu bud\u00fa v r\u00f4znych krajin\u00e1ch relevantnej\u0161ie. Napr\u00edklad, t\u00ed, ktor\u00ed s\u00fa viac naklonen\u00ed sledova\u0165 telev\u00edziu pod\u013ea rozvrhu, bud\u00fa s v\u00e4\u010d\u0161ou pravdepodobnos\u0165ou sledova\u0165 v\u00fdvoj telev\u00edzneho seri\u00e1lu, talk show a n\u00e1bo\u017eensk\u00e9 programy.<\/p>\n

\nTelev\u00edzia v Braz\u00edlii<\/p>\n

\"Kto
\n Braz\u00edl\u010dania tr\u00e1via pri telev\u00edzore viac ako p\u00e4\u0165 hod\u00edn denne.<\/p>\n

\nV Braz\u00edlii pr\u00edtomnos\u0165 telev\u00edzora znamen\u00e1 spolo\u010densk\u00e9 zapojenie. Je to najpopul\u00e1rnej\u0161\u00ed zdroj obsahu v krajine: aspo\u0148 jeden telev\u00edzor je v 95% braz\u00edlskych dom\u00e1cnost\u00ed. Braz\u00edl\u010dania priamo sp\u00e1jaj\u00fa telev\u00edziu so statusom: \u010d\u00edm je telev\u00edzor v\u00e4\u010d\u0161\u00ed a pokro\u010dilej\u0161\u00ed, t\u00fdm je rodina bohat\u0161ia.<\/p>\n

Braz\u00edl\u010dania si s rados\u0165ou pozr\u00fa takmer ak\u00fdko\u013evek obsah: od futbalu po telenovely, ktor\u00e9 mu\u017ei sleduj\u00fa na rovnakej \u00farovni ako \u017eeny a nevid\u00ed v tom ni\u010d zahanbuj\u00face.<\/p>\n

\nZ\u00e1ver<\/p>\n

\"Kto
\n
\nTelev\u00edzia sa u\u017e d\u00e1vno stala d\u00f4le\u017eitou s\u00fa\u010das\u0165ou na\u0161ich \u017eivotov. R\u00f4zni \u013eudia v\u0161ak sleduj\u00fa obsah r\u00f4znymi sp\u00f4sobmi. Star\u0161ia gener\u00e1cia sa takmer nikdy nerozpty\u013euje in\u00fdmi \u010dinnos\u0165ami a nezap\u00edna in\u00e9 kan\u00e1ly. Mu\u017ei s\u00fa impulz\u00edvnej\u0161\u00ed, zatia\u013e \u010do \u017eeny si \u010dastej\u0161ie pl\u00e1nuj\u00fa vo\u013en\u00fd \u010das dopredu. Neexistuj\u00fa skupiny, ktor\u00e9 by telev\u00edziu \u00faplne ignorovali \u2014 aj tak, \u010di onak, je pr\u00edtomn\u00e1 v\u0161ade.<\/p>\n

Div\u00e1ci nie v\u017edy potrebuj\u00fa v\u00fdber. Pred telev\u00edzorom chc\u00fa relaxova\u0165, odpo\u010d\u00edva\u0165 a tr\u00e1vi\u0165 \u010das s rodinou. Preto je \u0165a\u017ek\u00e9 prece\u0148ova\u0165 v\u00fdznam telev\u00edzie v \u017eivote modern\u00e9ho \u010dloveka, aj ke\u010f existuj\u00fa rozdiely medzi gener\u00e1ciami a mentalitou.<\/p>\n

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

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