THE DIGITAL DEMOGRAPHIC:

CONTENT CONSUMPTION HABITS OF THE 18 TO 25 YEAR OLD AUDIENCE

by

ALEXANDER KOLODKIN

A Major Research Paper

Presented to Ryerson University

in partial fulfillment of the requirements for the degree of

Masters in Media Production

in the program of Radio and Television Arts

Toronto, Ontario, Canada, 2012

© Alexander Kolodkin 2012

Update: October 2012

On Wednesday, September 26, 2012, this thesis and the research included was presented

to the executive team at Rogers Communications Inc.

A Powerpoint presentation was assembled with graphical representations of the data in

this research and additional segregation of variables and categories. The slides are

attached as an addendum to this major research paper.

U
 Author’s declaration

I hereby declare that I am the sole author of this major research paper. This is a true copy

of the major research paper, including any required final revisions, as accepted by my

supervisory committee.

I authorize Ryerson University to lend this major research paper to other institutions or

individuals for the purpose of scholarly research.

I further authorize Ryerson University to reproduce this major research paper by

photocopying or by other means, in total or in part, at the request of other institutions or

individuals for the purpose of scholarly research.

I understand that my major research paper may be made electronically available to the

public.

Alexander Kolodkin

I
 Abstract

THE DIGITAL DEMOGRAPHIC:

CONTENT CONSUMPTION HABITS OF THE 18 TO 25 YEAR OLD AUDIENCE

Master of Arts in Media Production, 2012

Alexander Kolodkin

Masters in Media Production, Ryerson University

This Major Research Paper examines television content consumption habits of the digital

demographic. The research presented is to shed light on opportunities for content

producers and broadcasters to engage the digital demographic given the rapid changes in

media distribution platforms. This study examines changes in the digital demographic’s

content consumption habits, attitudes, preferences, and beliefs. First, ‘the digital

demographic’ is defined as a new term for the media industry. The exploratory study

reveals that they watch more content online than on traditional platforms and a vast

majority access content on illegitimate platforms. Second, industry experts were

interviewed to provide insights on the ways the broadcasting industry is adapting to this

digital shift. This study argues for the need to acknowledge that consumption habits are

changing and that it is necessary to redevelop business models to reengage the digital

demographic.

Version 23

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 Acknowledgements

I would like to thank all those who graciously participated as the industry experts

for this study. I greatly appreciate and value you taking time out of your hectic schedules

to meet with me and candidly discuss your experiences. You have been a significant

influence on the outcome of this research.

I’d like to acknowledge the extraordinary faculty and staff in the Media Production

program and the RTA School of Media. Their support and guidance throughout my

undergraduate and graduate education has shaped my passion for the industry and has

provided an environment that fosters creativity and critical thinking.

This could not be possible without my supervisor, Dr. Charles Davis, who guided

me in accomplishing this study. He has been an incredible motivator and teacher during

this process. I’d also like to thank James Nadler for being my mentor and confidant

throughout my years at Ryerson University.

Lastly, I’d like to thank my family and friends for putting up with me throughout

the yearlong process of completing this research paper. Most importantly, I’d like to

thank my mother, Ella Kolodkina, for encouraging me to search for knowledge and

explore my passions. There is no way to truly express my gratitude for the opportunities

she has given me.

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 Table of Contents

Author Declaration I

Abstract II

Acknowledgements III

1.0 Introduction 1

2.0 Defining the Digital Demographic 4

3.0 Literature Review 8

4.0 Approach and Methodologies 15

4.1 Approach 15

4.2 Methodologies 16

4.3 Study Limitations 21

5.0 Media Consumption Survey 24

5.1 Highlights of the Study 24

5.2 Findings 24

5.3 Understanding Correlations 37

5.4 Correlations 38

5.5 Discussion 44

6.0 Industry Insights 46

6.1 Interviews 46

6.2 Reflections 55

7.0 Final Remarks 58

References 59

Appendix A: Online Survey: Questions 63

Appendix B: Industry Leaders 64

Appendix C: Industry Leaders: Interview Questions 65

Appendix D: Inter-Rater Agreement: Kappa 66

IV
1.0 Introduction

Traditional over-the-air broadcasters face a unique dilemma when strategizing for

the future of their organizations. The television industry is in the midst of great change,

where Internet technology has enabled opportunities for content to be distributed online

creating appealing alternatives to the traditional cable subscription platform. The

audience at the forefront of this shift is the eighteen to twenty-five year old demographic

who now consume more content online than through traditional television. This major

research paper identifies this cohort as the digital demographic, and uncovers the

challenges that broadcasters and content producers face in trying to engage them.

Understanding consumption behaviors of the digital demographic is essential for

those involved in any facet of the media industry. The digital demographic’s behaviors

and habits of today will directly influence their actions and decisions of tomorrow, and of

the generations that follow them. It is the purpose of this study to cultivate an

understanding by providing data about the digital demographic’s media usage, such as

what platforms they prefer, what limitations are apparent, what content they prefer, and

what will get them to use legitimate distributors. The aim of this study is to provide a

more thorough understanding of this audience in which to examine their consumption

behaviors and to assist in guiding those who are proactively involved in content

distribution.

The inspiration of this research comes from a conversation that arose with fellow

graduate colleagues concerning television platforms. It became evident that as a

collective whole, consumption habits, such as utilizing online distribution platforms and

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straying away from legitimate platforms, were shared across our group. The foundation

of this study is to understand whether the habits, attitudes, perceptions, and beliefs that

emerged amongst discussions are anomalies particular to ourselves or are common to the

greater demographic to which we belong, the digital demographic.

This study presented on content consumption habits is the first of its kind on the

digital demographic for broadcasters and content producers. The value in the research

presented in this paper is in shedding light on opportunities for content producers and

broadcasters to engage the digital demographic in a world of ever-changing technology.

First, this paper will define the phrase ‘the digital demographic’, and explore

similar research on other demographics in order to distinguish similar trends and patterns.

Subsequently, it will explicate the methodologies and approach utilized in the research

presented in this paper. Following, it will introduce and investigate the one hundred

participant research survey that is an integral part of this study and is a means of

gathering real data about the digital demographic. In order to further contour this research

to be beneficial for the television industry, experts in this field were interviewed to

provide knowledge on what opportunities the broadcasting industry are making in this

digital shift. These experts also provide valuable commentary on the digital demographic

and offer predictions into the future of engaging them. Lastly, this paper compares the

industry experts’ responses with the findings from the research study and offers

observations into the effectiveness of the implemented business models and possible

future solutions to successfully and effectively engage the digital demographic. This

study sets in motion a concept dedicated to understanding how members of this unique

demographic have shifted their content consumption habits and preferences. Media

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experts need to acknowledge that consumption habits are changing and there is urgency

to redevelop business models to help their organizations survive.

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2.0 Defining the Digital Demographic

Today’s eighteen to twenty-five year olds are far different than their predecessors.

They are inundated by new technologies that directly impact their relationship with

media. Studying the consumption habits of this cohort is beneficial as it will provide

broadcasters with much needed information in order to develop a deeper understanding of

how to engage with this unique audience.

A new trend in psychology is the study of emerging adulthood, which analyzes the

development of behavior of those in their late teens through mid twenties. During this

specific period in their lives many important habits and attitudes form that persist into

formal adulthood. Jeffrey Jensen Arnett introduced the concept of emerging adulthood to

distinctly separate the years where significant profound change takes place between

teenage years and adulthood. Traditionally, sociologists and psychologists have viewed

the years between late-teens and mid twenties as an abrupt transition (Arnett, 2000).

However, near the end of the emerging adulthood period of 25 years old, the habits,

attitudes, and life choices have been put in place for the rest of their lives. Arnett explains

that, “when adults later consider the most important events in their lives, they most often

name events that took place during this period” (Arnett, 2000). Arnett’s research created

a new idea that meshes seamlessly with William Strauss’ definition of New Baby

Boomers, also known as Generation Y (Gen Y).

Members of the Gen Y, born in the 1980’s through the millennium, are a large

demographic with numbers almost equal to the Baby Boomer demographic, and on track

to become the largest generation (by population) living during this (Strauss & Howe,

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1991). Gen Y-ers have had a substantially different upbringing than their parents. They

grew up inundated with technology, complete with colour televisions, cell phones, video

games, Internet, and online communications in a high tech digital world. The repeated

exposure to technology has resulted in enhanced cognitive functions in visually oriented

areas, such as image reading and interpretation, mental mapping, etc. (Prensky, 2001).

Therefore, it has been argued that digital natives have a predisposition to be visual

learners with a significant degree of visual literacy (Prensky, 2001). Recognizing Gen

Y’s different way of processing information is important because it demonstrates that the

digital world has significantly altered how different ages perceive technology, and as an

extension, media.

Since eighteen to twenty-five year olds are huge consumers of online media, and

will grow up to shape a large and authoritative part of the overall demographic, it is

important for broadcasters and content producers to understand their consumption needs.

The dramatic increase of technology in today’s world has created a need for broadcasters

and content producers to effectively relate with the digital consumer, including those who

have grown up as a digital native and members of Generation Y. For the purpose of this

research, a specific subset of Generation Y will be referred to as the Digital

Demographic. The delineation of this subset will be expanded upon below; however, this

term is significant because it defines a unique audience group for broadcasters and

content producers to understand that needs to be addressed. Members of the digital

demographic have grown up with digital versions of media platforms, such as blogs,

Internet radio, file-sharing, video streaming, and mobile communications, the

significance of which makes them categorically different than any other generation

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before them. They are eighteen to twenty-five year olds, of all genders and ethnicities;

they are primarily students in post secondary education, or are recent graduates; they are

situated in locations with access to high speed Internet, and are restricted by their student

or entry level/part-time position incomes. Attributes that unite the members of the digital

demographic include an interest in consuming television content, with a preference for

free, online viewing with limited advertisements; additionally, they have limited brand

loyalty in regards to networks and broadcasters, but show a great devotion to consuming

their preferred television series. While all these characteristics assist in further delineating

the digital demographic, the most significant aspect of the term and concept is that it

takes into account the digital shift in consumption habits.

The digital demographics’ attitudes and habits revolve around how the consume

media. They multitask media by watching television while listening to music, utilizing

social platforms, browsing the Internet, and working. The majority of them access video

content online on legal and illegal platforms and some do not perceive a need for

subscribing to cable. They are active viewers who seek the content they want to watch

and, when possible, find it for free. They are not bound by limitations of traditional

platforms, therefore the content they access is dependent on their schedule and locations

of their choice. The typical restrictions, such as a television, cable provider, and

household no longer compete with the flexibility of a computer with an internet

connection. They are the demographic that arguably will most radically change the

actions of the television industry and broadcasters because their demographic has been

the most difficult to reach commercially. The difficulties lie in the fact that the digital

demographic does not access content through legitimate measurable means, therefore

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broadcasters have not been able to gather sufficient data on their consumption habits. The

purpose of this study is to define all aspects of the digital demographic in order to provide

broadcasters the opportunity to learn about this group of viewers, an understanding that

will provide better opportunities in engaging them in the future.

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3.0 Literature Review

Media consumption as a whole has been explored in academia. However,

literature examining how members of the digital demographic consume television content

is scarce. There hasn’t been enough research done on television content online. Previous

research strategies for media consumption have been the same in utilizing data. Strategies

to collect data about eighteen to twenty-five year old consumption habits have been the

same by gathering focus groups, surveys and interviews. The Canadian Internet Project

(CIP), by Charles Zamaria and Fred Fletcher, presents a comprehensive look at how

Canadians use Internet technologies and traditional media, particularly, how the Internet

and emerging technologies have transformed society. The highlights of the study indicate

that Internet access across Canada has risen over the past few years to 78%, while 95% of

students are online (Zamaria & Fletcher, 2007). This study is important when looking at

digital demographic consumption habits because it confirms that the heaviest Internet

users amongst all Canadians are youth and younger individuals. The CIP publishes

extensive data about Internet behaviors, and gathers their data and research by

contracting a research firm to administer telephone interviews across Canada, in both

English and French.

It is important to research the eighteen to twenty-five year old demographic

because insight into their video consumption habits, specifically the platforms they

engage, allows content producers and broadcasters to directly engage their audience with

content. The habits and behaviors the digital demographic would help the television

industry target better distribution strategies to build viewership. The study in this paper is

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imperative because the ways in which the digital demographic are accessing content is

changing and broadcasters may not be able to retain them as future customers without

molding their business model.

Studies, like CIP or Kaiser’s M2, have provided in-depth research into

consumption habits. However, most studies lack specific insight into the digital

demographic. The studies that do explore this demographic merely feature television

viewing habits; they neglect television viewing habits across other content distribution

platforms, like pirated content across streaming platforms. Therefore, other studies have

been broad in their approach in examining media consumption, because they miss the

important impact of Internet usage on television viewing habits. Consumption habits in

this digital space have evolved, and this Major Research Paper reveals the importance of

understanding consumption habits of television viewing with illegitimate distribution

platforms, like online streaming and downloading torrents.

The Kaiser Family Foundation studied how children and teenagers consume

content, identifying that the amount of consumption has considerably increased. The

study looks at two thousand children from the ages of eight to eighteen year olds across

Canada. It explores a comprehensive array of media consumption habits across all

platforms; television, computers, games, music, print, mobile, and films.

The Kaiser study aims to question the type of media young people are using, how

much time they spend with each medium, including, television, computers, games, music,

print, mobile, and films, and the sort of changes that have emerged in usage patterns. The

2011 study found that the amount of time eight to eighteen year olds spent consuming

media has significantly increased (Rideout et al., 2010). Five years ago the average was

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shy of six and half hours of consumption, now it is just over seven and a half hours.

Additionally, their consumption habits include multitasking media, for example, they are

simultaneously watching YouTube, listening to music, reading articles, and

communicating socially. Therefore, they are consuming a little less than eleven hours

worth of content daily within the seven and a half hours period (Rideout et al., 2010).

The study highlights interesting statistics about content consumption on different

platforms. The foundation found that all media use in the eight to eighteen year old

demographic has increased since the study began gathering data in 1999. Additionally,

they found an hour increase of content that would be traditionally viewed on television

being viewed online using Hulu and iTunes. This demonstrates that alternative platforms

to traditional media are changing consumption habits. The availability of network usage

on mobile devices also allows for 20% of media consumption to occur on mobile devices

(Rideout et al., 2010). The greater number of available technologically advanced mobile

devices has encouraged eight to eighteen year olds to access more content throughout the

day, expanding when and where they can consume media. It is important to note that

Kaiser’s study examines all types of content consumption on mobile devices, including

reading articles on cellular/smart phones or tablet computers, like the iPad. This is not

significant in this major research paper on digital demographic habits, because only

television consumption on cellular/smart phones is examined. Therefore, although more

access to network devices increases exposure, the content the Kaiser Institute looked at

has no significant findings on video consumption. The increase in more content platforms

for eight to eighteen year olds directly impacts the statistics and findings of the study.

The number of hours this demographic spends watching television at its original aired

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timeslot has declined for the first time in 2010 since 1999. Despite this change in

consumption of appointment programming, the amount of television content being

consumed has increased over half an hour since it is being viewed on additional digital

platforms. Therefore, the study has found that even in the changing digital landscape, the

demographic is watching more television, just the delivery methods and platforms are

different.

Looking at the research provided by the Kaiser Family Foundation, it is clear that

digital technologies have changed consumption habits of young children. This raises

questions for researchers on how consumption habits continue to change into early

adulthood. If the influence of technology and digital distribution has significantly

impacted television viewership, as these young children develop into the digital

demographic, how would their media viewing develop? Does their access to multiple

digital content platforms render the traditional appointment-viewing television set

useless? How is the digital demographic consuming television content and what

predictions can be made for the future?

With the onset of media convergence, the opportunities for digital consumers to

obtain content increases. With the help of technological advances, broadcasters and

producers are competing for viewership in the same digital content distribution space as

illegitimate providers (Paul, 2011). The evolution of all technologies from analog to

digital and distribution on Internet protocol networks, has changed how digital

demographics use online platforms. Digital convergence is the joining of digital

technology components and features, like television and Internet, into one service for the

audience. The benefits of digital content convergence come with challenges. The

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challenges are that the arrival of converged digital platforms allows users to access a

plethora of available content, uploaded by anyone, at ease (Paul, 2011). The

oversaturation of content creates a challenge because there is so much available for

viewers. The digital demographic, being naturally technologically literate, have the

know-how to access the unprecedented amount of content online, legitimate or pirated

(Rideout et al., 2010). Therefore, the maxim “content is king” applies. Platforms and

distribution channels are ever evolving, but the content is what the user seeks.

The impact of emerging Internet technologies has influenced broadcasters. In a

2011 interview, Keith Pelley, President of Rogers Media, addressed the transition Internet

technologies have made on their business, “We’re no longer just television broadcasters

or radio broadcasters – we’re content distributors” (Bloom, 2011). This demonstrates that

media convergence due to emerging technologies have induced transitions in the

broadcasting model. In order to compete with the convergence of technologies, content

producers and broadcasters must provide unprecedented experiences for their customers

to keep them from moving to illegitimate platforms.

Technology continues to evolve and platforms converge changing television

consumption habits. The release of Apple’s iPad has significantly altered the views of

broadcasters and their expectations of future digital platforms and viewing habits

(Interviewee 2, 2012). Convergence is the catalyst; the iPad is seen as the most recent

tool allowing consumptions habits to change. Almost all broadcasters and networks have

released iPad apps that allow users to watch television content for free. Pelley states, “I

think the tablet is… a game changer… Long gone are the days when we huddled around

the radio or television on a Saturday night” (Bloom, 2011). On-demand programming has

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extended itself onto new devices, like the iPad. As a result, networks and broadcasters

have scrambled to develop platforms to allow audiences to view their content on the

portable tablet. This is the future of content consumption, because it allows viewing

habits to remain flexible and provides a possible strategy to monopolize the market

through of the ease of use and convenience of the iPad.

Emerging technologies will allow content platforms to converge (Allaire, 2012).

Apple hopes to one day develop additional technology to lead the television market in

changing consumer habits (as they did with the music industry, ie. iTunes). Apple’s Chief

Executive Office, Tim Cook, considers that television technology is “an area of intense

interest for us”. However, Jeremy Allaire, from AllThingsD, points out, Apple’s

technology will not compete with broadcasters by launching a competitive subscription

platform to cable, which would involve buying premium content from broadcasters.

Rather, Apple will partner with broadcasters and open their application interfaces to

merge with existing on-demand services and infrastructure (Allaire, 2012). Apple would

seek to improve the user experience and influence consumption habits, making it more

accessible to all audiences, including the digital demographic.

Netflix has also made a significant impact on the media industry by providing a

vast catalogue of content for consumers. In 2007, Netflix started as a subscription-based

distribution network for television series and film. The business model served as a flat-

fee rental subscription in which movies were mailed to customers. Since then, Netflix’s

distribution model has evolved to include on-demand Internet streaming services that are

accessible on multiple platforms, from television to Internet-ready television terminals,

tablets, and gaming systems such as the Xbox 360. As a consequence of online

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integration, due to popular demand Netflix expanded its title catalogue to include popular

television series in addition to its abundant film collection. In 2011, Netflix reached over

26 million subscribers worldwide and boasted total digital revenues of $1.5 billion

(“Netflix, Inc. Company History”, 2012). Its multi-platform convergent content

distribution model has outlined important changes in consumer behavior and has

drastically influenced change in the media industry.

The constant evolution of emerging technology changes the distribution of

television content. From converging technologies to legitimate applications, users are the

recipients of an overabundance of options to connect with their content. Younger

viewers, primarily digitally literate viewers, pose unique challenges for broadcasters and

content producers to engage the digital demographic. Therefore, it is important to

understand the influence of technology on the digital demographic, the development of

their viewing habits, and what platforms could serve them in the future.

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4.0 Approach and Methodology

4.1 Approach

Consumption habits of the digital demographic need to be explored due to the lack

of academic research and ever-evolving technologies. The knowledge gained from this

study helps to answer some fundamental questions regarding how the digital

demographic consumes content. How do the digital demographic access content? What

are their attitudes and desires? And how can broadcasters and content producers engage

them? What predictions can be made for future consumption habits?

Participants within the target demographic of study were given online surveys. This

is the foundation of the study and provides a clear indication on how content is being

absorbed and consumed. Additionally, in-person interviews with industry leaders were

performed to help paint a clearer picture of how the industry is reaching out and targeting

the digital demographic. Using demographic analysis along industry leaders and third

party data, an assessment of consumption habits, trends, and industry challenges facing

content producers was determined.

The survey participants were a convenience sample composed primarily of students

in the RTA School of Media at Ryerson University. In the future, this preliminary study

can serve as a starting point to further research habits and attitudes of the digital

demographic.

In-person interviews involved a cross section of the broadcasting industry in

Toronto. The industry insights section of this paper called upon senior executives and

leaders to gather industry insight that adds to an understanding of consumption habits. In-

15
person interviews with senior executives from a cross section of the industry were used to

gather this data and add rigor to the study. For the purpose of this study, interviews did

not discuss particulars about the companies they represented. Industry leaders were

merely asked for their insights and reflections on the digital demographic, consumption

habits, and consumer engagement. All information presented in this study is public

knowledge and no industry secrets were revealed. The industry expert’s experiences were

necessary in helping to identify the consumption habits of the digital demographic and

how the industry is developing a strategy to continue attracting them.

The data collected are valuable in shedding light on current and potential

opportunities for content producers and broadcasters to engage the digital demographic in

a world of changing technology.

The next section outlines a detailed methodology with research tools appended.

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4.2. Methodology

The study used the following methods:

• Literature review

• In-person interviews with industry leaders

• Online survey

Review Of Relevant Scholarly And Trade Literature

Scholarly studies were researched under consumption habits, technology habits,

media distribution, online distribution, and pirated content business models. The most

relevant literature was the Kaiser Family Institute’s study on consumption habits of eight

to eighteen year olds. The literature provided a framework for how to assess and classify

consumption habits within a certain demographic. Although limited in scope and

relevance to the demographic in the study, the literature provided a foundation for this

study and helped analyze the finding regarding demographic habits of the digital

demographic.

Additional research was pulled from articles and books written by online

distribution experts. While not peer reviewed, these are excellent resources to what is

taking place in the industry.

In-Person Interviews With Industry Leaders

In-person interviews were conducted with industry leaders, executives, and

consultants to explore how the industry is trending when interacting with the digital

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demographic. Interviews were conducted in May and June of 2012. Executives ranged

from Presidents and Chief Executive Officers to Executive Directors and

Marketing/Strategy Managers. The industry experts represent a good cross section of the

broadcasting industry in Canada. The industry leaders interviewed are from large

telecommunication corporations, financing organizations, and boutique production

companies. All leaders were identified as leading or have lead organizations in Canada

with projects specifically targeting the digital demographic. Some industry leaders have

experience with the film and television industry in the United States. 10 executives were

contacted with a success rate of 40%. The interviews with these individuals specifically

discussed the industry as a whole and did not focus on the organizations they represented.

All discussions were merely advice and insight on how the industry interacts with the

digital demographics.

The protocols for the interviews were a series of open-ended questions about the

industry and its relation with the digital demographic, what the industry understands

about the digital demographic and their consumption habits. Most interviews lasted

approximately half an hour. A list of the executives interviewed is provided in Appendix

A and the list of interview questions asked is appended in Appendix B.

Online Survey

An online survey focusing on understanding the consumption habits of the digital

demographic and was conducted in June 2012 to obtain qualitative data on the digital

demographic. The survey was sent to 240 university students, primarily those in the

Radio & Television Arts program at Ryerson University. The students surveyed varied in

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age, location, social class, and genders, diversifying the results of the study. A return rate

of 42.9% was obtained (103 entries); subsequently, 3 entries were excluded because they

had not correctly filled the online survey. Of the remaining 100 participants, all were

enrolled in university. The ages of the participants (55 females, 45 males) ranged from 18

to 25 years (Mean = 20.5 Standard Deviation = 1.59).

The survey data was coded and themed. The overall responses to the open-ended

questions in Appendix C were coded and grouped into the most predominant themes. 43

variables were identified pertaining to the digital demographic’s consumption habits.

Once the variables were identified, each question was individually coded and grouped

into the 7 categories when applicable: demographic, access, cost, convenience, attitudes,

preferences, and beliefs. The themes and response categories per question were defined in

detail in a coding manual.

Inter-rater Reliability of each of questions’ responses was performed on 100

surveys according to the coding manual. Inter-rater reliability was measured using

Cohen’s Kappa. Kappa calculates inter-rater agreement on scores to determine the

reliability of data. The unit of measurement is between 0 and 1.0, the later meaning a

high probability of agreement and elimination of chance (Cohen, 1960). Of the 100

responses coded, all Kappa values ranged from 0.845 to 1.00 with the exception of

sixteen categories. Table 1 shows the kappa values according to theme. See Appendix D

for full range of Kappa values. For all of the values, the errors were one-sided which

results in lower Kappa values, as opposed to errors being evenly distributed (Fleiss et al.,

2004).

Pearson product-moment correlation coefficient (Pearson’s r) is used to measure

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the relationship between two variables. r values range from -1.0 to 1.0 (Rodgers &

Nicewander, 1988). A positive value indicates a direct relationship between two

variables, values close to or equal to zero indicate no relationship, and a negative value

indicates an inverse relationship, where rising values in one variable are associated with

decreasing values in the other (Rodgers & Nicewander, 1988). The significance value (p

values) is calculated for each Pearson r correlation pair. p values range from 0 to 1.0. A

low p value indicates that the obtained results were unlikely to have occurred by chance

alone, like a sampling error, and are indeed due to an underlying relationship. Generally,

in social sciences, a p value below 0.05 is considered to be statistically significant,

meaning it is considered to be representing a real existing relationship between to the

populations from which the samples where drawn (Gravetter & Wallnau, 2012).

The statistical analysis software used for calculations in this study is IBM’s

Statistical Package for the Social Sciences (SPSS) version 20.0.

In the future, this data can be cross-referenced with information provided by

industry leaders to determine whether the industry is on par with the consumption habits

of the digital demographic.

The survey has been approved by Ryerson University’s Research Ethics Board (REB

2012-174).

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4.3 Study Limitations

There are a number of limitations to this study that should be considered when

reviewing the findings including an ill defined demographic, a limited number of

interviews with industry leaders, and a limited response rate to the online survey.

Ill-Defined Demographic

Attempts in retrieving data specific to digital demographic consumption habits were

made, however, no reliable data is available. Secondary sources and academic journals

highlight the demographic and their research look at all types of consumption habits,

including video content consumption. However there is a lack of focusing on illegitimate

content platforms. Therefore, this research is focused on Canada’s market since most data

about consumption habits available about different demographics are from the United

States.

The digital demographic as defined in this research is not well examined. It is

difficult to say with any certainty how significant an impact technology is having on their

distribution habits of eighteen to twenty-five year olds. Continuing research may provide

a clearer defined understanding for industry leaders.

In-Person Interviews with Industry Leaders

Researching and locating industry experts was challenging, as there is no firm that

exists to primarily cater online content to the digital demographic. Attempts were made to

supplement this with industry leaders from a cross section of organizations. The time

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frame of the study made for a challenge, since interviewing industry leaders were

conducted when they were available. The executives’ schedules were too busy to book

times and some experts were unable to contribute despite their intentions. While it is

unlikely that additional industry leaders would have significantly changed the findings,

having a few more could have provided greater insight into consumption habits for the

digital demographic.

Small Online Survey Sample

The survey only targeted students in Toronto, therefore it provides a limited

perspective. A different approach to the online survey or a longer time period, in which

respondents could respond, may have resulted in a higher response rate.

The results from the survey provide excellent data and allow for analysis of the

findings from other sources.

Despite the limitations noted above, this research study provides useful insight and

analysis on the content consumption habits of the digital demographic.

Table 1. Inter-rater Reliability Statistics for Themes (Kappas) Including Variables

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Table 1: Inter-Rater Agreement

VARIABLE !

DEMOGRAPHIC
Gender 1.0
Lives At Home 1.0
Passive Viewing 1.0
ACCESSIBILITY
Watches TV 0.97
Watches Online 0.845
Watches Live Events on TV 1.0
Video on Mobile Phones 1.0
Broadcaster Website Streaming 1.0
Non-Broadcaster Video Streaming .926
Torrent Users 1.0
Netflix Subscribers 1.0
iPad Users 1.0
Morning News Viewers A
PVR/ROD Users 1.0
Users Who Purchase DVDs 1.0
OTA/Satellite Subscribers 1.0
COST
Users Who Cannot Afford Cable 1.0
Intention to Pay for Content 1.0
TV Subscription 1.0
CONVENIENCE
Schedule Conflicts A
Users Who Find Online Viewing More Efficient A
Frustration with Online Viewing 0.954
Users Who Find Online More Convenient 1.0
ATTITUDES
Guilt About Downloading 1.0
Fear of Downloading 1.0
Limited Knowledge of Online Viewing 1.0
TV Nostalgia A
Users Frustrated With Geoblocking 1.0
Users Who Want Broadcasters To Be Better A
Viewers Who Dislike Advertising/Commercials 1.0
Users Who Are Online Because It's Free A
PREFERENCES
Desire for More TV Content on Broadcaster Websites A
Desire for Hulu in Canada A
Users Who Prefer TV Over The Computer 1.0
Users Who Prefer iTunes Model A
Users Who Access Internet First For Content A
Users Who Want TV Show Suggestions A
Desire of HD Content on Broadcaster Websites A
Broadcaster Incentive Program A
Desire of Live TV Online A
BELIEFS
Broadcasters Should Provide One Online and TV Price For Content A
Belief Media Companies Will Consolidate 1.0
Broadcasters Must Stop Piracy A

A -- No statistics are computed because data are constants.

23
5.0 Media Consumption Survey

5.1 Highlights of the Study

• 60% of participants watch content on television

• 82% of participants watch content online

• 67% stream from illegitimate platforms

• 42% download content through torrents

• 24% stream content from broadcaster websites

• 29% of participants want broadcasters to create better platforms

• 20% prefer television over the computer

5.2 Findings

In order to gather data on the content consumption habits of the digital

demographic a qualitative online study was conducted. The open-ended nature of the

study provided ample qualitative data, which was preferred so that the most possible data

could be extracted from the research. It allowed for a wide range of answers that richens

the depth of insight gathered on the digital demographic. Additionally, the study provided

a nonbiased data set, as the questions did not lead or taint the participants’ answers. From

the survey, raw data was coded into quantitative variables. All entries exhibited behaviors

and attitudes that could be categorized by themes and other categorical variables. The 7

categories were: demographic, access, cost, convenience, attitudes, preferences, and

beliefs. 43 variables were identified and have been subcategorized within each of the

categories.

24
Table 2: Demographic

CATEGORY YES NO N/A

Variable
DEMOGRAPHIC
Gender 55 F 45 M N/A
Lives At Home 15 22 63
Passive Viewing 11 3 85

Table 3: Age - Mean and Standard Deviation

Descriptive Statistics
N Min Max Mean Std. Deviation
AGE 100 18.00 25.00 20.0500 1.59782
Valid N 100

The demographic category refers to anything that isolated nominal variables, such

as the respondent’s age, gender, and living situation. Of the 100 participants, all were

students, as the study had been dispersed at Ryerson University. Only data from

participants within the ages of the digital demographic were included in this survey.

Thus, all eligible participants ranged from 18 to 25 years, with a mean age of 20.5 and a

standard deviation of 1.59 (Table 2). In addition to collecting data regarding age, gender

information of the participants was also recorded; the study observed 55 females and 45

males. An important attribute to gather is gender because it can portray gender-

distinctions in content consumption habits. Within the demographic category, it was

important to record each participants living situation in order to recognize whether other

demographics influence content consumption habits of the digital demographic. To

effectively code for this variable, participant answers to the survey were coded from the

qualitative data. Coders looked for two mentions of either living at home or living on

25
their own. “Since I live at home, my parents pay for cable” is a positive indication that

the participant lives with their parents. While, “My roommate and I don’t watch

television”, indicates that the participant most likely lives on their own. Knowing whether

respondents live on their own is important because living with other demographics often

influences consumptions habits. Additionally, respondents that live with their parents are

not actively choosing to acquire a cable subscription. While they are part of the digital

demographic, the fact that they have a cable subscription can influence the data and

general trend of online-only content consumption. Of the data collected, 15 participants

indicated they live with their parents, while 22 have said they do not. The ‘Passive

Viewing’ variable was deduced from participants stating their limited involvement in the

content they watch, often considering it background noise, “I typically have the Food

Network on 24/7 while I do homework”. 11 participants (mostly female) identified

themselves as passive viewers, while 3 classified themselves as active viewers.

Furthermore, 85 did not specifically mention their television activeness/passiveness.

However, they have provided sufficient information for correlation analyses that are

presented in section 5.4.

26
Table 4: Accessibility

CATEGORY YES NO N/A

Variable
ACCESSIBILITY
Watches TV 60 23 17
Watches Online (all online platforms) 82 6 12
Watches Live Events on TV 31 11 58
Video on Mobile Phones 7 5 88
Broadcaster Website Streaming 24 19 57
Non-Broadcaster Video Streaming 67 7 26
Torrent Users 42 11 47
Netflix Subscribers 20 7 73
iPad Users 5 4 91
Morning News Viewers 3 0 97
PVR/ROD Users 29 0 71
Users Who Purchase DVDs 7 3 90
Over-the-air/Satellite Subscribers 2 0 98

The researcher asked subjects open questions that garnered vast and varied results

on the consumption habits of the digital demographic. Consequently, the study reported a

total of 13 variables associated with the accessibility category. The participants who

consumed content on a television set were grouped, with no distinction between the type

of television (i.e. high definition or standard definition). Of the 100 participants, 60

mentioned they watch content on televisions compared to the 23 said they do not watch

any content on televisions. Additionally, 31 participants mentioned they watch television

for the live events, series, reality television, or sports programming, and 3 participants

mentioned watching television exclusively in the morning for news programming.

Participants who watch live television can be understood to be less likely to transition to

online platforms because live content is not made available on multiple platforms by

broadcasters.

27
 As hypothesized, the largest group of viewers belonged to those who mentioned

they watch content online, with 82 participants who said “yes”, while 6 said “no”. This

demonstrates that the digital demographic accesses a majority of their content online.

Therefor, the study must examine the data even further. The study analyzed the platforms

on which participants accessed content. 24 participants acknowledged they access content

on broadcaster websites, “I go to MTV.ca because they post [their shows] online”.

Alternatively, 19 participants expressed that they do not visit broadcaster websites. The

majority of participants admitted to accessing television content on illegitimate/pirated

content websites; 67 mentioned streaming content from websites, “www.1channel.ch is

where I get the majority of my content”. Second in popularity are torrent files, with 42

participants indicating that they used websites such as The Pirate Bay to download their

shows, while 11 specifically said that they do not use torrents. Together, these two

variables, streaming and downloading torrents, demonstrate a significant influence on

how the digital demographic accesses content. Furthermore, Netflix was popular among

the participants, with 20 acknowledging their subscriptions. This is significant because it

is a legal online alternative to broadcasters and their supplementary services such as

Rogers On Demand. Mobile viewership also lacks popularity with only 7 participants

browsing on their phones, and 5 mentioned that they have either never attempted to

because of high bandwidth fees or their mobile devices are not up-to-date.

28
Table 5: Cost

CATEGORY YES NO N/A

Variable
COST
Users Who Cannot Afford Cable 19 1 80
Intention to Pay for Content 17 6 77
TV Subscription 54 24 22
While assessing media consumption habits, it was evident that cost was a

particularly important factor for young adults. From the participants content consumption

habits results, the study was able to deduce the number of participants who pay for a

television subscription, either on their own or within their household. If the qualitative

data contained phrases similar to, “at my parent’s home, we have cable” or “cable is

included in my rent”, the researcher inferred the existence of a cable subscription. Of the

100 participants, 54 stated their households do pay for cable services, while 24

specifically stated they do not. Another variable noticed was participants actively stating

their financial standing and their consequent inability to afford cable subscription

services. 19 participants mentioned phrases similar to, “I cannot afford to sign up for

cable”. While affording cable services can be difficult for some participants, the study

also coded for any indication to pay for content, whether it be according to a per-view

model, as an extra service, or a premium network. This variable does not include any

indication towards paying for Netflix, but rather an iTunes type of model, purchasing

content for a nominal price. Moreover, 17 participants indicated that they had the

intention to pay for content in the future or would pay for content if the models were

changed, while 6 participants adamantly declined any intention of paying for any type of

content, despite their cost or advantages.

29
Table 6: Convenience

CATEGORY YES NO N/A

Variable
CONVENIENCE
Schedule Conflicts 23 0 77
Users Who Find Online More Efficient 18 0 82
Frustration with Online Viewing 12 0 88
Users Who Find Online More Convenient 24 1 75

Furthermore, the study examined why participants access content in the particular

ways they do. For those that mentioned their consumption of content was from online

websites, the category of Convenience was created. The four variables within this

category demonstrate why users go online. Schedule conflicts were apparent in 23 cases;

participants mentioned the reason why they do not watch content on the television was

due to their busy lives, “I always miss TV because of class or work”. These participants

have difficulty with the preexisting, fixed television schedule and seek entertainment

from online sources that act as a PVR (Personal Video Recorder), allowing them to watch

what they want, when they want it. This freedom causes participants to conceive of

online platforms as more convenient than the broadcasters’ alternative. Consequently, of

the 100 participants, 24 demonstrated made statements in their survey data about online

being more convenient. Whether it was the physical action of content accessibility or

their schedule, all mentions were positively coded into this variable. Although it is

important to note that 1 participant felt their inexperience with online platforms made

watching the television more convenient. This is clearly a minority opinion within the

digital demographic. In addition to convenience, 18 participants mentioned their

satisfaction with the efficiency of online content, indicating factors such as the lack of

commercials, load times, or quality. On the other hand, the data indicated that 12

30
participants were frustrated with online media, with sentiments such as: “sometimes the

shows take too long to load” or “there are fake links everywhere”. This demonstrates that

although some users might have difficulties accessing illegitimate content, it could be due

to slow Internet connections and lack of technical knowledge, attributes that would affect

legitimate platforms as well.

Table 7: Attitudes
CATEGORY YES NO N/A
Variable
ATTITUDES
Guilt About Downloading 7 8 85
Fear of Downloading 4 3 93
Limited Knowledge of Online Viewing 4 1 95
TV Nostalgia 7 0 93
Users Frustrated With Geoblocking 7 3 90
Users Who Want Broadcasters To Be 29 0 71
Better
Viewers Who Dislike 31 2 67
Advertising/Commercials
Users Who Access Internet First For 8 0 92
Content
Users Who Are Online Because It's Free 12 0 88

A wide range of attitudes presented themselves during the study. Many variables

were attributed to understanding how the digital demographic feels about content

platforms. In this category, the most populated variable is an attitude towards

commercials and advertising. 31 participants disliked any sort of commercials on the

television, PVR, and/or broadcaster websites, in addition to online advertising, including

pop-ups and imbedded advertising. The most significant mention was regarding

television commercials, while the second most significant concerned imbedded

commercials on broadcasters’ online content. Interestingly, 7 participants felt guilty when

31
downloading content illegally, while 8 showed no remorse or emotions in relation to the

act. Moreover, 4 participants were fearful of downloading content because of past

experiences regarding viruses and malicious software. While 3 participants discussed

their elaborate setups to be as safe as possible from such situations, “I’ve blocked all ads

and flash, limiting any type of potential attack”. Alternatively though, 4 participants

displayed their lack of knowledge when it comes to accessing content online, and

indicated that they had no desire to learn or intention of deviating from legitimate

sources. Straddling the fence, 8 participants revealed that they bypass any legitimate

sources and go directly online to watch television, but if the series are not available, they

check time-shifted programming or on-demand services. Furthermore, geoblocking,

where websites block content in certain regions, was a significant frustration. A popular

example is Comedy Channel who displays their content on the Canadian partner,

Comedy Network. The geoblocking enabled prevents Canadian users from watching the

extended clips and programming available for American viewers. Additionally, Hulu

programs were mentioned for their blocking of content in Canada. While 7 participants

displayed their frustration, 3 divulged their technological prowess and ability to hide their

Canadian location and reroute their computer through an American IP address, known as

proxies.

Users accessing content online because it is free can be considered a different

construct than the cost variable looked at previously; this is because the free cost acts as a

motivator for users to access content. 12 participants truthfully revealed that content

being free motivate their consumption habits. However, nostalgia for television was an

unanticipated variable. 7 participants mentioned they watch television medium because it

32
reminds them of their childhood, “Sunday morning cartoons are still a staple at my

house”. This demonstrates that television is important to identity. Lastly, when asked, not

all participants could adequately propose solutions for piracy and the transition of content

distribution; however, 29 of those surveyed mentioned a desire for broadcasters to be

better in some capacity. They wanted broadcasters to be ahead of pirates and produce

proactive solutions rather than reactive ones.

Table 8: Preferences

CATEGORY YES NO N/A

Variable
PREFERENCES
Desire for More TV Content on 32 0 68
Broadcaster Websites
Desire for Hulu in Canada 5 0 95
Users Who Prefer TV Over The Computer 20 6 74
Users Who Prefer iTunes Model 8 0 92
Users Who Want TV Show Suggestions 3 0 97
Desire of HD Content on Broadcaster 6 0 94
Websites
Broadcaster Incentive Program 2 0 98
Desire of Live TV Online 2 0 98

In addition to attitudes, preferences were also apparent in most answers and

therefore required a separate category. These desires are important in assisting to

understand how the content distribution experience can grow and evolve while engaging

the digital demographic. The most popular variable, mentioned by 32 participants, was

the desire for more television content on broadcaster websites. Participants felt as though

broadcasters limited their catalogue of content on legitimate platforms, consequently

pushing users to access content on alternative, and often illegitimate, websites. In the

survey, any mention of desires or wishes for more content was attributed to this variable,

33
“The pilot of The Good Wife wasn’t on Global, so I went to Ninjavideo”. Despite

viewing content online, 20 participants insisted they would rather watch content on their

television over the computer because the experience is better, whether it was due to

physical comfort, screen size, or quality, with a participant stating: “without a doubt, I

wish I could watch Game of Thrones on my TV, rather than my Mac”.

Additionally, 3 participants wanted some type of suggestion software to track

their recently watched programming and suggest additional content, similar to the Netflix

model, a subscription model that allows users to browse catalogues of content. 5 other

participants wanted Hulu to be available in Canada, so they could select their shows and

watch them online. On the other hand, 8 users preferred the iTunes model, where they

can purchase individual shows instead of broad channels. Additionally, 2 participants

wanted a live television option for online use. This idea is built on the notion that users

can watch content via a medium other than their television, without the trouble of finding

a live stream illegally. To compete with pirate sites, 6 participants mentioned including

high definition content on broadcaster websites to entice users. Also, 2 participants

mentioned the inclusion of a broadcaster incentive program or reward system for

purchasing legitimately distributed content. This program would reward users with free

content, experiences, and entertainment across all properties.

34
Table 9: Beliefs

CATEGORY YES NO N/A

Variable
BELIEFS
Broadcasters Should Provide One Online 3 0 97
and TV Price For Content
Belief Media Companies Will Consolidate 16 1 83
Broadcasters Must Stop Piracy 9 0 91

Lastly, the study looked at what participants believed the future of content

consumption would entail. The third question asked what would get users to use

broadcaster distribution platforms. Not all submissions effectively answered this

question. However, three variables were realized. 3 participants believed that in the future

broadcasters should provide a consumer subscription package that provides content

across television and online platforms at a set price. These participants felt as though this

would be “fair” considering they could watch it on alternative websites, stating “I think

it’s only fair for [the broadcasters] to give us 1 price for everything”. The most agreed

upon belief was that, in the future, media companies will consolidate, meaning that all

networks will become a single organization that controls all the distribution platforms,

from online to television, and mobile, as well as the development, acquisition, and

production of content. As most of the content consumed by participants in this study

comes from alternative websites that pirate content, 9 participants believed that

broadcasters should do everything in their power to stomp out piracy. Interestingly, not a

single individual mentioned that broadcasters should not worry about piracy. The vast

majority of those surveyed doubtlessly believed that access to pirated content influences

their consumption habits.

35
 The results from this study on the digital demographic are imperative in

understanding their content consumption habits. The 7 categories and 43 variables

created from the study will allow researchers to delve deeper into addressing the

correlations between the values. The data provides incredible insight and foresight into

what strategic methods could be taken by broadcasters and distributors to capture the

digital demographic’s time and attention.

36
5.3 Understanding Correlations

The results obtained from the study of the digital demographic’s consumption

habits provide an excellent foundation for analyzing the correlations between categories

and variables. The measurement of correlative data is determined using Pearson r. To

accurately find correlations between two variables, Pearson’s r calculates a value

between -1.00 and 1.00, with both extremes defining a perfect correlation (Rodgers &

Nicewander, 1988).

The following table displays an interpretation of positive or negative correlations.

Table 10: Correlation Interpretation

If r = Correlation Interpretation

+.70 or higher Very strong positive relationship

+.40 to +.69 Strong positive relationship
+.30 to +.39 Moderate positive relationship
+.20 to +.29 Weak positive relationship
+.01 to +.19 No or negligible relationship
-.01 to -.19 No or negligible relationship
-.20 to -.29 Weak negative relationship
-.30 to -.39 Moderate negative relationship
-.40 to -.69 Strong negative relationship
-.70 or higher Very strong negative relationship

(Quinnipiac University)

A string of data will be presented when looking at correlations in the study; this

data represents the correlation and the significance. r (correlation) represents the

magnitude and direction of the relationship, p reveals the probability that such results

would be obtained by chance if there were no actual relationship between the two

37
variables, and N represents the number of pairs involved in the calculations. p is a

probability value from 0 to 1.0. A result less than 0.05 is the conventional criteria for a

statistically significant finding (Gravetter & Wallnau, 2012).

Example: r = .75, p = <.001 (N = 50)

In this example, r =.75 signifies a very strong positive relationship, p = <.001

signifies a very strong probability that these results were not obtained by chance alone,

and N = 50 reveals the correlation looked at 50 pairs.

5.4 Correlations

The significance of this study is that very little research exists on the consumption

habits of the digital demographic. Many studies look at factors of consumption for all

demographics across multiple mediums, including television, Internet, radio, mobile.

However, this study specifically focuses on television consumption habits with a

generation/demographic that, for the first time, watches less content on the television

platform and more online. The 100 study samples provided intricate data that was earlier

classified into 7 categories and 43 variables. Using this data, analysis can be made into

the relations between variables and help further define the digital demographic.

38
Table 11: Subscriptions vs. Living Situation

Correlations
OWN TV LIVES AT
SUBSCRIPTION HOME
Pearson Correlation 1 .674**
OWN TV
Sig. (2-tailed) .000
SUBSCRIPTION
N 78 36
Pearson Correlation .674** 1
LIVES AT HOME Sig. (2-tailed) .000
N 36 37
**. Correlation is significant at the 0.01 level (2-tailed).

Looking at the data, it could be hypothesized that participants who live with their

parents have a significantly higher chance of living in a household with a cable

subscription. The calculated correlation is r = .67, p = <.001 (N = 36). Consequently, of

the 36 participants who could be analyzed based on the calculations, there is a strong

likelihood that those who live at home have access to subscription cable. Since the data is

binary, the reverse can be understood; that participants who live on their own do not

subscribe to cable. This is important because it shows that if the digital demographic do

not purchase content from broadcasters, they are more likely accessing content

elsewhere.

39
Table 11: Living Situation vs. Watching Online

Correlations
LIVES AT WATCHES
HOME ONLINE
Pearson Correlation 1 -.383*
LIVES AT HOME Sig. (2-tailed) .028
N 37 33
Pearson Correlation -.383* 1
WATCHES ONLINE Sig. (2-tailed) .028
N 33 88
*. Correlation is significant at the 0.05 level (2-tailed).

When comparing participants who live at home and their online consumption

habits, interesting correlations arise. r = -.38, p = .03 (N = 33) demonstrates a moderate

negative correlation, meaning, participants who do not live at home have a higher

instance of accessing content online. This is a statistically significant finding. Therefore,

if members of the digital demographic do not live at home, they most likely watch

content online. The next step is to analyze whether the content they watch online is from

legitimate platforms or pirated networks.

Table 12: Watching Online vs. Streaming vs. Downloading Torrents

Correlations
WATCHES STREAMING TORRENT
ONLINE
Pearson Correlation 1 .560** .538**
WATCHES
ONLINE Sig. (2-tailed) .000 .000
N 88 70 49
Pearson Correlation .560** 1 .559**
STREAMING Sig. (2-tailed) .000 .000
N 70 74 49
Pearson Correlation .538** .559** 1
TORRENT Sig. (2-tailed) .000 .000
N 49 49 52
**. Correlation is significant at the 0.01 level (2-tailed).

40
 Looking at whether the digital demographic accesses pirated content online, the

data presents a strong significant correlation between participants who watch online and

streaming/downloading torrent. Streaming, r = .56, p = <.001 (N=70), downloading

torrents, r = .53, p =<.001 (N=49). This suggests that participants who live on their own

access content online through pirated platforms.

Table 13: Watching Online vs. Gender

Correlations
WATCHES GENDER
ONLINE
Pearson Correlation 1 .168
WATCHES ONLINE Sig. (2-tailed) .117
N 88 88
Pearson Correlation .168 1
GENDER Sig. (2-tailed) .117
N 88 100

The next step is to establish if a specific gender accesses content online more than

the other. The correlative data presents a negligible relationship between the two

variables. r =.16, p = .11 (N = 88). Therefore, the study fails to find sufficient evidence

for a significant relationship between gender and illegal distribution platforms.

41
Table 14: Live Events vs. Guilt vs. Fear vs. Personal Video

Correlations
GENDER
Pearson Correlation .250
WATCHES LIVE EVENTS ON
TV Sig. (2-tailed) .110
N 42
Pearson Correlation -.472
GUILTY ABOUT
DOWNLOADING Sig. (2-tailed) .075
N 15
Pearson Correlation -.750
FEAR OF DOWNLOADING Sig. (2-tailed) .052
N 7
Pearson Correlation .080
PVR ROD USER Sig. (2-tailed) .670
N 31

The previous finding raises questions regarding the association between gender

and consumption habits. A calculation was made in order to compare gender and certain

variables of the attitudes category. This was intended to see if an isolation of gender

differences could be made. The data set produced looks at gender, watching live

programming on television, feelings of guilt towards downloading, feelings of fear

towards downloading, and on-demand/video recording habits. The two correlations that

hold no negligible/weak relationship are gender and watching live events, as well as

gender and on-demand viewing. Live events, r = .25, p = .11 (N = 42), and PVR/ROD, r

= .08, p = .67 (N = 31). Where the data demonstrates findings that could help understand

what role gender plays in consumption attitudes is when it comes to feelings of fear and

guilt surrounding the act of downloading content. Guilt, r = -.47, p = .075 (N = 15), and

fear, r = -.75, p = .05 (N = 7). Female viewers have a stronger relationship of feeling

guilty when downloading content illegally. Even though the probability is not significant

at the conventional level of 0.05, it is still noteworthy because of the strong negative

42
relationship and the small sample size. Fear of downloading is also an attitude associated

primarily with females. According to the calculations, there is a very strong negative

relationship where women who have had previous security issues, like viruses and

malware, share attitudes associated with fear of downloading.

Table 15: Broadcaster Websites vs. Fear

Correlations
LEGIT FEAR OF
BROADCASTER DOWNLOADING
WEBSITES
Pearson
1 1.000**
LEGIT BROADCASTER Correlation
WEBSITES Sig. (2-tailed) .000
N 43 4
Pearson
1.000** 1
FEAR OF Correlation
DOWNLOADING Sig. (2-tailed) .000
N 4 7
**. Correlation is significant at the 0.01 level (2-tailed).

It can be further analyzed that the female participants who are fearful of

downloading content do not utilize illegitimate platforms, rather, they access content

through broadcaster-supported websites. r =1.0, p = <.001 (N = 4). The correlation

exhibits the highest possible relationship and least amount of chance between fear of

downloading and legitimate broadcaster websites. Therefore, this correlation

demonstrates that fear of downloading propels participants to broadcasters supported

platforms. This is a significant finding and is beneficial information for broadcasters and

content distribution platforms. A larger sample size would lend more credence to this

relationship.

43
5.5 Discussion

This research study presents significant findings on the consumption habits of the

digital demographic. This is the first study tailored for the television industry that

documents, not only what the platforms they use, but also their attitudes, preferences, and

desires for the future of the television industry.

While industry experts and members of the digital demographic themselves can

make assumptions and predictions about their consumption habits, the data compiled here

is the first step towards truly understanding the shift in the digital demographic’s

consumption habits. There is now empirical evidence to demonstrate that many students

are accessing their content online more than through traditional platforms. The Kaiser

study that analyzed eight to eighteen year olds found that the amount of content they

were consuming has significantly increased because they were multitasking content

simultaneously through various platforms (Rideout et al., 2010), which demonstrates how

members of the digital demographic are also experiencing similar changes. Technology

has provided more accessible platforms that are capturing users, with the digital

demographic being one, if not the greatest, of those users. 82% of the digital

demographic access online content platforms, a significant statistic in comparison to the

60% of them who watch content on television. While many of these members watch both

platforms, the correlation is not doubtable when considering those who live on their own.

This is a group of users who actively seek platforms that can cater to their needs that have

been explained above, and who are aware that they are pirating and have no aversion to

participating in said potentially illegal activity.

44
 They are a demographic that broadcasters can try to limit, but until the legitimate

content platforms are easier to access and more convenient, they will continue evade

them and frequent illegitimate platforms. While some students did demonstrate some

aversion to the broadcasters, most feel the opposite; they want broadcasters to build better

platforms that present a large catalogue of updated content, with the flexibility to watch

where and when they want, and without an abundance of advertising.

Some assumptions made by industry experts are that members of the digital

demographic do not want to pay for content, however the findings of the study refute the

claim. Although 19% of participants mentioned that they could not afford to subscribe to

broadcasters, an almost equal percentage made mention of their willingness to pay for

content. (Industry expert assumptions will be discussed in greater detail in the next

section).

It all comes down to the platforms that are available for the digital demographic

These findings demonstrate that these consumers are not averse to accessing legitimate

platforms, they just need to be as good or better than what is alternatively available.

Broadcasters need to focus their attention on developing their platforms to engage this

demographic, as a failure to do so will result in losing a generation as a whole, and

potential future generations. The digital demographic’s habits will become fixed to

illegitimate content and, no matter how much the industry regulates and fights, it will be

an uphill battle. These findings are significant because they provide suggestions to direct

broadcasters and content producers in the right direction. The future success of this

industry requires broadcasters to be proactive.

45
6.0 Industry Insights

This study reached out to industry leaders for advice and opinions on the

evolution of content distribution, and to determine the industry’s understanding of the

digital demographic. Seven industry leaders, composed of executives and consultants,

were interviewed, all of whom are well positioned in their respected organizations and

represent a diversified view of the Canadian broadcasting industry. For the purposes of

this study, the individuals and their organizations will remain anonymous. The interviews

were casual one-on-one discussions with eleven predetermined open-ended questions.

Even though the questions were prepared, conversations often deviated to gather as much

insight into their particular areas of expertise. The individuals provided invaluable insight

to this research study.

6.1 Interviews

Research into content consumption habits of the digital demographic is crucial as

the television broadcasting industry is significantly affected by how eighteen to twenty-

five year olds consume video content. Members of the digital demographic are at the

forefront of accessing alternative distribution platforms because of their unique attitudes

and preferences towards consuming content. The interviews divulged that broadcasters

and the organizations these industry leaders focus more on limiting legitimate platforms

to control the market and subscribing customers. They are, in turn, forcing viewers to

access illegal platforms because of the ease of use and better experience. The data

46
gathered in this study demonstrated that these strategies are not optimal for engaging the

digital demographic and consequently risks losing them as future customers. All of the

industry experts interviewed agreed that the way to monetize online platforms is through

advertising and corporate sponsorship, and, additionally, some are waiting on criminal

laws to enforce piracy in Canada.

The battle over the online distribution platforms gives insight into how industry

leaders perceive viewers. In July 2012, American DirecTV customers were blocked from

accessing legitimate content and were thus forced to look for alternative illegitimate

platforms. The second largest American media conglomerate, Viacom, and DirecTV, an

American broadcaster satellite service, had a dispute over licensing for their MTV,

Comedy Central, and Nickelodeon properties. Once Viacom pulled their television shows

from the air, DirecTV directed their customers to the online platforms, helping their

customers stay up to date with the shows. In response to seeing viewers still access

content online, Viacom prevented viewing content online during the disagreement

(Beadon, 2012). Simply put, Viacom kept their fans hostage as a bargaining tool over

legalities. Jon Stewart, host of The Daily Show on Comedy Channel, announced his

frustration with the dispute, "You're pulling the shows from the internet? What are you,

China?” (Masnick, 2012). Stewart realized that limiting access to legitimate platforms

hinders audiences’ intentions of legally watching content, and could force viewers to

continue watching content on illegitimate platforms, “you don't think the kids already

have a workaround?” (Masnick, 2012). Stewart was concerned he may lose his audience

while his show was used as a bargaining chip, “[you are] giving people a chance to

discover that there's other entertaining shit in the world" (Masnick, 2012). This scenario

47
demonstrates a unique situation that previously was not present when content distribution

was primarily on television platforms. The wide variety of platforms allows content to be

consumed from legitimate and illegitimate sources, making it increasingly important for

broadcasters to focus on retaining viewers on their own platforms. Broadcasters are

forcing viewers to access illegal platforms because of the ease of use and better

consumption experience.

The Canadian television model is built upon the idea that content producers sell

their television program to a Canadian broadcaster. The producers are paid a license from

a Canadian broadcaster that funds about 20% of the cost of production. Producers

approach other government agencies and other funds to subsidize the rest of production

costs so the show is affordable to make. After production, the business model is to sell

shows internationally because overseas broadcasters are the primary profitable revenue

stream. Domestically, the return on investment for Canadian television programs hovers

around 10 to 15% (Interviewee 1, 2012). Therefore, broadcaster license fees and

government subsidies support the Canadian television industry. Canadian producers

compromise to create content because Canadian broadcasters are the primary support in

the production of series. Broadcasters use this leverage to negotiate for more universal

licensing and distribution across multiple platforms, including online.

However, this study on the digital demographic has noticed a small trend: that the

shows the demographic are watching are American content. Canadian broadcasters

acquire American content at a fraction of the price of producing Canadian content, but

have less licensing and distribution rights, limiting the amount of content Canadian

broadcasters can distribute online. Therefore, the licensing model needs to change in

48
order to include online distribution. The limited catalogue of content makes legitimate

broadcaster websites less attractive than illegitimate platforms, causing the digital

demographic to frequent pirated content.

Interviewee 1 boldly affirmed that the digital demographic is not watching TV

and “certainly not paying for monthly cable and satellite bills”. He insisted that they

watch content at their own pace and schedule, and when they do consume content, it is

online. In order to moderate online viewing, accessibility to content will become more

difficult. Broadcasters are in negotiations with satellite cable companies to limit free

access to online content on their cable company’s website. This is to protect the

broadcaster’s subscriber base because limits competition. Subscribers will be able to

watch content on legitimate platforms, but it will be on Rogers or Bell’s online service.

This allows them to track subscribers in an authenticated environment. Broadcaster

online platforms want to sell all the advertising on their platforms to monopolize the

market (Interviewee 1, 2012).

In the future, accessing legitimate content will become more difficult. Interviewee

1 asserted that it may be more frustrating, but customers who subscribe to content will

still be able to access it, even if it is from a different platform. This is because

broadcasters prefer viewers to watch live television or access content through on-demand

services because they are exposed to advertisements, the main source of income for

broadcasters. The online distribution platforms significantly reduce the number of

advertising and commercials, but, none-the-less, provide ‘eyeballs’ for broadcasters. It is

imperative for broadcasters to monopolize the online distribution space by making it

better for the audience in order to profit from potential advertising exposure. However,

49
the primary strategy for broadcasters is not developing a better online platform. They

focus on maintaining the traditional television platform because of the advertising

revenue. Therefore, without considerable change to the broadcaster distribution model,

illegitimate distributors will be easier to access and continue to hinder the audience size

of legitimate platforms.

Broadcasters are relying on online advertising opportunities to profit from online

distribution. However, it has yet to be proven whether this business model is sustainable.

Interviewee 1 mentioned how cable companies are “scrambling to save their lives”. He

believed that they will go out of business, because as of now, subscriptions are not

necessary when content is available online. Providing content on hard-to-locate and use

platforms does nothing but impact legitimate content views while avoiding illegal

distribution platforms.

Many industry executives view downloading and accessing content online as

blatant theft, some quoting piracy laws in foreign countries. Germany has considered

adopting a two-strike piracy theft law that severely fines individuals caught downloading

copyright protected content (“Germany Privacy Law”, 2012). The new law, a form of

Anti-Counterfeiting Trade Agreement (ACTA), was commissioned by the German

Ministry of Economics and Technology but had not passed as to protect intellectual

property rights on the Internet (“Germany Privacy Law”, 2012). Had the law passed,

Canadian broadcasters and the industry experts would have supported ACTA in Canada,

“I mean if that starts happening in North America it’s going to work. That’s effective”

(Interviewee 1, 2012).

50
 Interviewee 2 identified a possible trend for the future of content consumption in

Canada. He posed that legitimate online distribution may require authentication to display

content. Authentication refers to only allowing paying subscribers access to content. As

of now, networks allow anyone within Canada to view content for free online without a

subscription to their services, encouraging viewers to subscribe for content instead of

“cutting the cord”, a common term for unsubscribing from cable television. However,

Interviewee 2 revealed an interesting assumption about the digital demographic,

insinuating they would instead download content rather than pay, “or if you're the

eighteen to twenty-five year old demo, it encourages you to go to ThePirateBay.com”.

Interviewee 2 perceived the digital demographic as the biggest challenge for the industry

to understand because he believes online platforms are the most accessed medium and

have a limited number of industry experts to advise broadcasters.

The availability of online content is the largest threat to the industry (Interviewee

2, 2012). Broadcasters are actively trying to develop methods in curbing piracy and

building their subscribers. The Canadian Radio-television Telecommunications

Commission, Canada’s regulating body, is involved with broadcasters to develop new

regulations to tackle piracy concerns (Interviewee 1, 2012). The intentions of

broadcasters are to retain their subscribers by endorsing the enforcement of criminal

charges and financial compensation against those who access pirated content, “If

ThePirateBay.com becomes far more difficult [to access], you know they’d come to us”

(Interviewee 2, 2012).

Broadcasters’ research suggests they believe all demographics will continue to

utilize their television sets, regardless of the availability of online platforms. The desire to

51
watch content on televisions will continue even as technology evolves (Interviewee 2,

2012). Additionally, as platforms consolidate and new technologies become available,

there are interesting changes taking place that asks broadcasters to question the future of

their distribution platforms; “what has happened in the next ten years and what will be

the device that becomes the game changer like the tablet is now?” (Interviewee 2, 2012).

Interviewee 2 believed that the strategy now is not to engage the digital

demographic, but rather to be there when they decide to purchase a subscription; “the

fundamental question is not what eighteen to twenty-five year olds are doing now, but

rather when they’re 28”. The future of cable television relies on the ability to sell Internet

since all technology will consolidate using Internet technology. As stated by Interviewee

2, the ability to provide Internet content into people’s homes this is the future business

model.

The online business model for broadcasters is a ruse according to Interviewee 3.

Broadcasters understand that distributing online will help their business model, but

making it too easy can hinder it. Uploading content online within a day allows them to

retain their live audience, while failing to provide content at all will drive viewers to

illegitimate portals. Therefore, their strategy is to find the ideal time that their customers

are happy, but not too comfortable. Interviewee 3 believed that broadcasters would be

surrendering to pirated platforms if they provide content online in a reasonable time for

their viewers. He stated that they would be accepting defeat and the financial

repercussions would match, “$20 million a year in advertising… disappears if they make

it easy”.

52
 Therefore, the Canadian broadcasting business model come downs to

reprocessing and re-licensing content that they do not completely control. Interviewee 3

affirmed that if broadcasters fail to control American content in their territory, Canadian

viewers who access legitimate platforms will go directly to the US providers. In the end,

content producers and investors need to recoup losses, meaning viewers will have to pay

or content will not be produced, “there wouldn’t be an episode of Revenge and you’d be

back to cats on skis” (Interviewee 3, 2012). For that reason, Interviewee 3 believed that it

is in the storyteller’s and creator’s best interest to balance new distribution platforms that

bring in limited revenue with the traditional platforms, positioning themselves for the

future.

Interviewee 3 stated emphatically that digital distribution platform monetization

models are embarrassing in comparison to the opportunities from traditional platforms;

“nobody has any answers, and the big broadcasters are still based on all the old paradigm

advertising driven, trying to hang on as long as they can”. In conclusion, Interviewee 3

asserted that even if advertising revenue for broadcasters fell 5% a year, the market is

large and they would still continue to make profit over the next 10 years. Consequently,

Canadian broadcasters have minimal risk going in the short term.

Interviewee 4 believed that broadcasters have a business model problem, not

problems stemming from the digital demographic or any of the demographics.

Eventually, all demographics will peel away from traditional platforms. At the moment,

there is not enough inertia of people wanting to change, but in the future this will change

because audiences, especially the digital demographic, are becoming less tolerant in

regards to the content they consume (Interviewee 4, 2012).

53
 Also according to Interviewee 4, audiences were exposed to content that was not

specifically suited for them. Traditional television platforms offer over five hundred

channels for their audiences to watch, allowing flexibility of content, however, the digital

demographic moved to online platforms because the hundreds channels do not add value

and perpetuate passive viewing. Considerable amount of television channels provide

many options, but potentially, only a handful of channels are viewed regularly by

individuals (Interviewee 4, 2012). Additionally, repurposing of material across sister

stations limit the value of extra channels. Furthermore, Interviewee 4 shared his

experiences with television, watching what was available when coming home after

school. But now online platforms make content accessible at any time, allowing

audiences to be in control of their viewing habits, “[the digital demographic] doesn’t need

to settle”. The wide range of availability of content from illegitimate platforms has made

consumers pickier, claimed Interviewee 4. Therefore, broadcasters are in a difficult

position because they can no longer broadcast content as filler, the viewers are too

demanding, and will slowly leave the traditional platforms.

The four industry experts provided meaningful commentary on the television

industry. From piracy measures to demographic insight, they reflected a true insider

perspective of the challenges facing broadcasters and content producers that would not

otherwise be known. The information gathered supplements the data gathered in this

study and provides practical examples of the methods and techniques the industry is

implementing.

54
6.2 Reflection

The responses gathered by the industry experts shed light on their perception of

the digital demographic and the consequent multiple issues facing the broadcasting

industry as a whole. From consumption habits and behaviors, to illegitimate content

distribution, to licensing and regulatory changes, the industry members must rework their

business model as the current strategies initiated are clearly not optimal in engaging the

digital demographic. Broadcasters need to forgo solutions fixated on reacting to content

piracy; rather, they need to proactively build platforms that provide greater incentive for

users to continually utilize legitimate platforms.

The future of broadcasting lies in the consolidation of technology. It is clear that

Canadian broadcasters will have to transition their business models from subscription

based cable providers to subscription based Internet providers with Internet accessible

television. This will allow broadcasters to streamline their services and offer a passive

viewing model for older demographics and active viewership model for the digital

demographic and upcoming consumers. If the digital demographic are any indication of

the inertia behind this desire, then it is evident that the changes will have to be made.

Furthermore, ideally, before further consolidation takes place, a renegotiation of

series rights and legalities should be considered. Canadian broadcasters should persuade

American producers to loosen digital rights and allow Canadian broadcasters to retain a

larger catalogue of content. This single initiative would better the user experience on

online broadcaster platforms, and could effectively prevent a significant portion of users

from heading to illegitimate content distributors.

55
 The broadcaster’s initiative to develop a one-stop platform for all content does

seem appropriate and strategic. Therefore, by building a reputable portal for viewers,

broadcasters could create an incomparably efficient platform for users. This would retain

and build viewers on legitimate platforms, and would curb illegal platforms because of

the ease of use, better navigation and consumption experience. Once this platform is

built, broadcasters can begin to develop monetization methods, such as subscription fees,

similar to Netflix. These changes could provide broadcasters opportunities to keep users

from migrating to illegitimate platforms.

Building a singular platform would be conducive for better monetization features

for broadcasters. Although the digital demographic dislikes being subjected to

advertisements during their programming, broadcasters could implement series sponsored

platforms; similar websites exist for online video content, though they are not made for

television. For example, independent online content producers and YouTube producers

develop brand-sponsored programming, where a series is presenting by a certain brand,

such as Pepsi sponsored entertainment content as seen on andPOP, one of Canada’s

largest independent entertainment platforms. There are possibilities to develop methods

in advertising without frustrating the digital demographic and encouraging them to access

illegitimate platforms, and broadcasters need to seek these out.

Lastly, the ideologies of industry executives need to change. Far too often

solutions have included changing regulations to place more fines and restrictions on

pirated content, often citing that “stealing content” is the main problem (Interviewee 1,

2012). This is not a morality issue, but rather it is a distribution issue. Creating

regulations that punish individuals for not using legitimate platforms will further alienate

56
the demographic broadcasters are trying to capture. Creating superior products will

accomplish the same and better position organizations for the future. The worst solution

for the Canadian broadcasting industry is for them to act like the trade association,

Motion Picture Association of America (MPAA), who frequently acquires media

attention for filing lawsuits against individuals who share content. In 2005, the MPAA

sued 67 year-old Fred Lawrence for $600,000 USD when his grandson illegally

downloaded four movies (Mook, 2005). Incidents such as this paint a negative perception

of these organizations which has further ramifications, such as pushing users towards

illegitimate content platforms out of distaste. They counter-intuitively scare individuals

who are not at high risk of using illegitimate platforms, like in the MPAA case,

grandfathers who do watch content online. As long as broadcasters continue to alienate

and not cater to the digital demographic, members of the digital demographic will still

find ways to access content from alternative platforms. Therefore, broadcasters must

build a relationship with the digital demographic and develop platforms that encourage

the use of legitimate platforms.

In conclusion, broadcasters and content producers in Canada need to develop new

strategies for their platforms that encourage the digital demographic to not seek

alternative illegitimate platforms. By building proactive platforms and being at the

forefront of technological change, they can create optimal environments for the future of

the content distribution industry. Without considerable change, illegitimate distributors

will continue to be more convenient to access and hinder the potential audience size, and

subsequent profit margins, for legitimate broadcasters.

57
7.0 Final Remarks

This study on the digital demographic provides a comprehensive analysis of one

of the arguably most important demographics that broadcasters and content producers

currently aim to attract and will continue to focus on in the future as technology evolves.

The delineation of the digital demographic can now be utilized by the television and

media industry as a term discussing the engagement of technologically literate eighteen to

twenty five year olds who mainly access their content online. The qualitative research

obtained provides crucial insight for broadcasters into a representative sample of

members of the digital demographic, previously insufficiently researched and understood

due to their unique consumption habits, as explained above. Furthermore, the industry

experts provided incredibly valuable perspectives on the way in which the Canadian

media industry is transitioning and how they currently perceive and engage the digital

demographic, as well as their opinions on how to accomplish this in the future.

In conclusion, this study introduces the dilemma of the digital demographic and

provides a solid foundation on which to build further quantitative research studies with

larger sample sizes and to provide an even greater understanding. The next steps for this

study could be explored in a post-doctoral dissertation analyzing the digital demographic

with data collected from across Canada. Furthermore, a larger number of industry experts

could participate to provide additional commentary and enlightening insight.

The digital demographic exemplifies the paradigm shift between traditional

television platforms and online distribution. Their habits and attitudes will greatly affect

the future of the media industry and studying this demographic only helps to serve and

grow the broadcasting industry.

58
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Appendix A

62
 Online Survey: Questions

June/July 2012

• What is your gender?

• What is your age?

• What is the highest level of school you have completed or the highest degree you

have received?

• How do you access media content (television shows, films, short clips)?

• What content do you access?

• What would get you to use the content websites provided and sponsored by

broadcasters?

Appendix B

63
 Industry Leaders

Interview Position Segment

Number

1 Executive Director Content Development/Financing

2 President Broadcasting/Telecommunications

3 Chairman Independent Television Company

4 Former Publisher Newspaper Industry

Appendix C

64
 Industry Leaders: Interview Questions

May - July 2012

• How do you believe the industry has evolved?

• What are your views on how this demographic is evolving consumption behavior?

• What do you believe are the biggest challenges for media companies?

• How do media companies engage this demographic?

• What aspect of this demographic is most profitable?

• Do you believe media companies are building a relationship for 5 years or over 5?

• What type of research do media conduct to determine the distribution platforms?

• Where do you get your information about this demographic?

• Who are the consultants or groups you rely on?

• Who would be knowledgeable in this demo about media consumption and habits?

• What technology do you see as being most beneficial to your company?

Appendix D

65
 Inter-Rater Agreement: Kappa

Inter-Rater Agreement for Gender

Rater1_Gender * Rater2_Gender Crosstabulation

Count
Rater2_Gender Total
.00 1.00
.00 55 0 55
Rater1_Gender
1.00 0 45 45
Total 55 45 100

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 10.000 .000
N of Valid Cases 100

Inter-Rater Agreement for TV Subscription

Rater1_TVSubscription * Rater2_TVSubscription Crosstabulation

Count
Rater2_TVSubscription Total
.00 1.00
.00 24 0 24
Rater1_TVSubscription
1.00 0 54 54
Total 24 54 78

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 8.832 .000
N of Valid Cases 78

Inter-Rater Agreement for Lives At Home

66
 Rater1_LivesAtHome * Rater2_LivesAtHome Crosstabulation
Count
Rater2_LivesAtHome Total
.00 1.00
.00 22 0 22
Rater1_LivesAtHome
1.00 0 15 15
Total 22 15 37

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 6.083 .000
N of Valid Cases 37

Inter-Rater Agreement for Watches TV

Rater1_WatchesTV * Rater2_WatchesTV Crosstabulation

Count
Rater2_WatchesTV Total
.00 1.00
.00 23 0 23
Rater1_WatchesTV
1.00 1 59 60
Total 24 59 83

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa .970 .029 8.844 .000
N of Valid Cases 83

Inter-Rater Agreement for Watches Online

67
 Rater1_WatchesOnline * Rater2_WatchesOnline Crosstabulation
Count
Rater2_WatchesOnline Total
.00 1.00
.00 6 0 6
Rater1_WatchesOnline
1.00 2 80 82
Total 8 80 88

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa .845 .107 8.024 .000
N of Valid Cases 88

Inter-Rater Agreement for Watches Live Events on TV

Rater1_LiveEvents * Rater2_LiveEvents Crosstabulation

Count
Rater2_LiveEvents Total
.00 1.00
.00 11 0 11
Rater1_LiveEvents
1.00 0 31 31
Total 11 31 42

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 6.481 .000
N of Valid Cases 42

Inter-Rater Agreement for Video on Mobile Phones

68
 Rater1_MobileVideo * Rater2_MobileVideo Crosstabulation
Count
Rater2_MobileVideo Total
.00 1.00
.00 7 0 7
Rater1_MobileVideo
1.00 0 5 5
Total 7 5 12

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 3.464 .001
N of Valid Cases 12

Inter-Rater Agreement for Schedule Conflicts

Rater1_ScheduleConflict * Rater2_ScheduleConflict
Crosstabulation
Count
Rater2_Schedule Total
Conflict
1.00
Rater1_ScheduleConflict 1.00 23 23
Total 23 23

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 23

Inter-Rater Agreement for Passive Viewing

69
 Rater1_PassiveViewing * Rater2_PassiveViewing Crosstabulation
Count
Rater2_PassiveViewing Total
.00 1.00
.00 3 0 3
Rater1_PassiveViewing
1.00 0 11 11
Total 3 11 14

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 3.742 .000
N of Valid Cases 14

Inter-Rater Agreement for Intention to Pay for Content

Rater1_PayForContent * Rater2_PayForContent Crosstabulation

Count
Rater2_PayForContent Total
.00 1.00
.00 6 0 6
Rater1_PayForContent
1.00 0 17 17
Total 6 17 23

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 4.796 .000
N of Valid Cases 23

Inter-Rater Agreement for Broadcaster Website Streaming

70
 Rater1_BdcstrSites * Rater2_BdcstrSites Crosstabulation
Count
Rater2_BdcstrSites Total
.00 1.00
.00 19 0 19
Rater1_BdcstrSites
1.00 0 24 24
Total 19 24 43

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 6.557 .000
N of Valid Cases 43

Inter-Rater Agreement for Non-Broadcaster Video Streaming

Rater1_Streaming * Rater2_Streaming Crosstabulation

Count
Rater2_Streaming Total
.00 1.00
.00 7 0 7
Rater1_Streaming
1.00 1 66 67
Total 8 66 74

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa .926 .073 7.986 .000
N of Valid Cases 74

Inter-Rater Agreement for Torrent Users

71
 Rater1_Torrents * Rater2_Torrents Crosstabulation
Count
Rater2_Torrents Total
.00 1.00
.00 10 0 10
Rater1_Torrents
1.00 0 42 42
Total 10 42 52

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 7.211 .000
N of Valid Cases 52

Inter-Rater Agreement for Guilt About Downloading

Rater1_Guilt * Rater2_Guilt Crosstabulation

Count
Rater2_Guilt Total
.00 1.00
.00 8 0 8
Rater1_Guilt
1.00 0 7 7
Total 8 7 15

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 3.873 .000
N of Valid Cases 15

Inter-Rater Agreement for Fear of Downloading

72
 Rater1_Fear * Rater2_Fear Crosstabulation
Count
Rater2_Fear Total
.00 1.00
.00 3 0 3
Rater1_Fear
1.00 0 4 4
Total 3 4 7

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 2.646 .008
N of Valid Cases 7

Inter-Rater Agreement for Limited Knowledge of Online Viewing

Rater1_LimitedKnowledge * Rater2_LimitedKnowledge Crosstabulation

Count
Rater2_LimitedKnowledge Total
.00 1.00
.00 1 0 1
Rater1_LimitedKnowledge
1.00 0 4 4
Total 1 4 5

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 2.236 .025
N of Valid Cases 5

Inter-Rater Agreement for Users Who Cannot Afford Cable

73
 Rater1_Affordability * Rater2_Affordability Crosstabulation
Count
Rater2_Affordability Total
.00 1.00
.00 1 0 1
Rater1_Affordability
1.00 0 19 19
Total 1 19 20

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 4.472 .000
N of Valid Cases 20

Inter-Rater Agreement on Desire for More TV Content on Broadcaster Websites

Rater1_MoreAvailability * Rater2_MoreAvailability
Crosstabulation
Count
Rater2_MoreAva Total
ilability
1.00
Rater1_MoreAvailability 1.00 32 32
Total 32 32

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 32

Inter-Rater Agreement for Netflix Subscribers

74
 Rater1_Netflix * Rater2_Netflix Crosstabulation
Count
Rater2_Netflix Total
.00 1.00
.00 7 0 7
Rater1_Netflix
1.00 0 20 20
Total 7 20 27

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 5.196 .000
N of Valid Cases 27

Inter-Rater Agreement for the Desire for Hulu in Canada

Rater1_HuluDesire * Rater2_HuluDesire Crosstabulation

Count
Rater2_HuluDesi Total
re
1.00
Rater1_HuluDesire 1.00 5 5
Total 5 5

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 5

Inter-Rater Agreement for Users Who Find Online Viewing More Efficient

75
 Rater1_OnlineMoreEfficient * Rater2_OnlineMoreEfficient
Crosstabulation
Count
Rater2_OnlineM Total
oreEfficient
1.00
Rater1_OnlineMoreEfficient 1.00 18 18
Total 18 18

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 18

Inter-Rater Agreement for Frustration with Online Viewing

Rater1_Frustration * Rater2_Frustration Crosstabulation

Count
Rater2_Frustration Total
1.00 7.00
1.00 12 0 12
Rater1_Frustration
7.00 1 87 88
Total 13 87 100

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa .954 .045 9.553 .000
N of Valid Cases 100

Inter-Rater Agreement for Users Who Are Online Because It's Free

76
 Rater1_OnlineBecauseItsFree * Rater2_OnlineBecauseItsFree
Crosstabulation
Count
Rater2_OnlineBe Total
causeItsFree
1.00
Rater1_OnlineBecauseItsFree 1.00 12 12
Total 12 12

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 12

Inter-Rater Agreement for Users Who Find Online More Convenient

Rater1_OnlineMoreConvienent * Rater2_OnlineMoreConvienent Crosstabulation

Count
Rater2_OnlineMoreConvienent Total
.00 1.00
Rater1_OnlineMoreConviene .00 1 0 1
nt 1.00 0 24 24
Total 1 24 25

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 5.000 .000
N of Valid Cases 25

Inter-Rater Agreement for Users Who Prefer TV Over The Computer

77
 Rater1_PreferenceForTV * Rater2_PreferenceForTV Crosstabulation
Count
Rater2_PreferenceForTV Total
.00 1.00
.00 6 0 6
Rater1_PreferenceForTV
1.00 0 20 20
Total 6 20 26

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 5.099 .000
N of Valid Cases 26

Inter-Rater Agreement for Users Who Prefer iTunes Model

Rater1_PreferenceForiTunes * Rater2_PreferenceForiTunes
Crosstabulation
Count
Rater2_Preferenc Total
eForiTunes
1.00
Rater1_PreferenceForiTunes 1.00 8 8
Total 8 8

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 8

Inter-Rater Agreement for iPad Users

78
 Rater1_iPadUsers * Rater2_iPadUsers Crosstabulation
Count
Rater2_iPadUsers Total
.00 1.00
.00 4 0 4
Rater1_iPadUsers
1.00 0 5 5
Total 4 5 9

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 3.000 .003
N of Valid Cases 9

Inter-Rater Agreement for Users Frustrated With Geoblocking

Rater1_Geoblocking * Rater2_Geoblocking Crosstabulation

Count
Rater2_Geoblocking Total
.00 1.00
.00 3 0 3
Rater1_Geoblocking
1.00 0 7 7
Total 3 7 10

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 3.162 .002
N of Valid Cases 10

Inter-Rater Agreement for Users Who Want Broadcasters To Be Better

79
 Rater1_BdcstrBeBetter * Rater2_BdcstrBeBetter
Crosstabulation
Count
Rater2_BdcstrBe Total
Better
1.00
Rater1_BdcstrBeBetter 1.00 29 29
Total 29 29

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 29

Inter-Rater Agreement for Morning News Viewers

Rater1_MorningNews * Rater2_MorningNews Crosstabulation

Count
Rater2_Morning Total
News
1.00
Rater1_MorningNews 1.00 3 3
Total 3 3

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 3

Inter-Rater Agreement for PVR/ROD Users

80
 Rater1_PVR_ROD * Rater2_PVR_ROD Crosstabulation
Count
Rater2_PVR_ROD Total
.00 1.00
.00 2 0 2
Rater1_PVR_ROD
1.00 0 29 29
Total 2 29 31

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 5.568 .000
N of Valid Cases 31

Inter-Rater Agreement for Viewers Who Dislike Advertising/Commercials

Rater1_DislikeAds * Rater2_DislikeAds Crosstabulation

Count
Rater2_DislikeAds Total
.00 1.00
.00 2 0 2
Rater1_DislikeAds
1.00 0 31 31
Total 2 31 33

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 5.745 .000
N of Valid Cases 33

Inter-Rater Agreement for TV Nostalgia

81
 Rater1_Nostalgic * Rater2_Nostalgic Crosstabulation
Count
Rater2_Nostalgic Total
1.00
Rater1_Nostalgic 1.00 7 7
Total 7 7

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 7

Inter-Rater Agreement for the Belief Media Companies Will Consolidate

Rater1_Consolodate * Rater2_Consolodate Crosstabulation

Count
Rater2_Consolodate Total
.00 1.00
.00 1 0 1
Rater1_Consolodate
1.00 0 16 16
Total 1 16 17

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 4.123 .000
N of Valid Cases 17

Inter-Rater Agreement for the Belief Broadcasters Must Stop Piracy

82
 Rater1_StopPiracy * Rater2_StopPiracy Crosstabulation
Count
Rater2_StopPira Total
cy
1.00
Rater1_StopPiracy 1.00 9 9
Total 9 9

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 9

Inter-Rater Agreement for Users Who Access Internet First For Content

Rater1_AccessInternetFirst * Rater2_AccessInternetFirst
Crosstabulation
Count
Rater2_AccessIn Total
ternetFirst
1.00
Rater1_AccessInternetFirst 1.00 8 8
Total 8 8

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 8

Inter-Rater Agreement for the Belief That Broadcasters Should Provide One Online
and TV Price For Content

83
 Rater1_OnlineTV1Price * Rater2_OnlineTV1Price
Crosstabulation
Count
Rater2_OnlineT Total
V1Price
1.00
Rater1_OnlineTV1Price 1.00 3 3
Total 3 3

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 3

Inter-Rater Agreement for Users Who Purchase DVDs

Rater1_DVDSales * Rater2_DVDSales Crosstabulation

Count
Rater2_DVDSales Total
.00 1.00
.00 3 0 3
Rater1_DVDSales
1.00 0 7 7
Total 3 7 10

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 3.162 .002
N of Valid Cases 10

Inter-Rater Agreement for Users Who Want TV Show Suggestions

84
Rater1_TVSuggestions * Rater2_TVSuggestions Crosstabulation
Count
Rater2_TVSugge Total
stions
1.00
Rater1_TVSuggestions 1.00 3 3
Total 3 3

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 3

Inter-Rater Agreement for Desire of HD Content on Broadcaster Websites

Rater1_LegitHDViewing * Rater2_LegitHDViewing
Crosstabulation
Count
Rater2_LegitHD Total
Viewing
1.00
Rater1_LegitHDViewing 1.00 6 6
Total 6 6

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 6

Inter-Rater Agreement for OTA/Satellite Subscribers

85
 Rater1_OTASATELLITE * Rater2_OTASATELLITE
Crosstabulation
Count
Rater2_DVDSales Total
.00 1.00
Rater1_OTASATEL .00 1 0 1
LITE 1.00 0 2 2
Total 1 2 3

Symmetric Measures
Value Asymp. Std. Approx. Tb Approx. Sig.
Errora
Measure of Agreement Kappa 1.000 .000 1.732 .083
N of Valid Cases 3

Inter-Rater Agreement for Broadcaster Incentive Program

Rater1_BdcstrIncentive * Rater2_BdcstrIncentive
Crosstabulation
Count
Rater2_BdcstrIn Total
centive
1.00
Rater1_BdcstrIncentive 1.00 2 2
Total 2 2

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 2

Inter-Rater Agreement for Desire for Live TV Online

86
 Rater1_LiveOnlinePC * Rater2_LiveOnlinePC
Crosstabulation
Count
Rater2_LiveOnli Total
nePC
1.00
Rater1_LiveOnlinePC 1.00 2 2
Total 2 2

Symmetric Measures
Value
Measure of Agreement Kappa .a
N of Valid Cases 2

87
!""#$"%&'()*#+#$,-./$(0/*(1/2#*+( 34536536(

The Digital Demographic:

Content consumption habits
of the 18 to 25 year old audience

by Alexander Kolodkin, BA, MA

Significance

Television Consumption Habits

䚖 Lack of knowledge

䚖 Emerging trend

䚖 Industry influence

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Defining the digital demographic

䚖 Emerging adulthood (Jeffrey Arnett)

䚖 “when adults later consider the most important
events in their lives, they most often name events
that took place during this period”

䚖 Digital Natives (Marc Prensky)

䚖 Generation Y (William Strauss)

Defining: Digital Demographic

䚖 18-25 year olds

䚖 All genders and ethnicities

䚖 Primarily students in University/College or recent graduates

䚖 Have student or entry level/part-time income

䚖 In locations with high speed Internet (industrialized countries)

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Literature

䚖 Canadian Internet Project

“Internet access across Canada has risen over the past few years to 78%,
while 95% of students are online”

䚖 The Kaiser Family Institute Study

“8 to 18 year olds spend more time consuming media, but less on the TV”

Online Survey

䚖 3 open ended questions

䚖 Qualitative to quantitative analysis

䚖 A measure of inter-rater reliability (Kappa)

䚖 Correlational analyses (Pearson’s)

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Example
“Netflix became my best friend during the holidays. I watched
so many shows and movies that I went over my parents
bandwidth limit. On the bright side, it introduced me to shows
that wouldn’t have been available to me otherwise! I am
hooked on Netflix.”

“At my house, I have both internet and cable. I don’t watch too
much TV, but when I do it’s mostly sports. I have HBO and
AMC, and these networks make up the majority of the shows
that I follow on television, simply because I find the content to
be better.”

Online Survey

䚖 100 responses analyzed

䚖 55 females, 45 males

䚖 Average age: 20 y.o.

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Categories/Variables
䚖 7 categories 䚖43 variables in total
• Demographic
• Access
• Cost
• Convenience
• Attitudes
• Preferences
• Beliefs

Accessibility

10

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Demographic
100

90

80

70

60

50

40

30

20

10

11

Convenience
35

30

25

20

15

10

0
Schedule Conflicts Users Who Find Users Who Find Dislike of
Online More Efficient Online More Commercials
Convenient

12

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Limitations
14

12

10

0
Fear of Limited Users Frustrated Frustration with Guilt About
Downloading Knowledge of With Online Viewing Downloading
Online Viewing Geoblocking

13

Cost
60

50

40

30

20

10

0
TV Subscription Users Who Cannot Afford Cable Intention to Pay for Content

14

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Preferences
35

30

25

20

15

10

0
Desire for Users Who Users Who Users Who Desire of HD Broadcaster Desire of Live Desire for Hulu
More TV Prefer TV Over Prefer iTunes Want TV Show Content on Incentive TV Online in Canada
Content on The Computer Model Suggestions Broadcaster Program
Broadcaster Websites
Websites

15

Highlights
䚖 60% of participants watch content on television

䚖 82% of participants watch content online

䚖 67% stream from illegitimate platforms

䚖 24% stream content from broadcaster websites

䚖 29% of participants want broadcasters to create better

platforms

16

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Pearson Correlation

Example: r = .75, p = <.001 (N = 50)

17

Living at home

18

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Online viewership

19

Pirated content

20

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Highlights of Correlations

! Strong: those who live at home have access to subscription cable

! Moderate: those who don’t live at home have a higher instance of

accessing content online

! Strong: participants who watch online also streaming/downloading

torrent

! None: relationship between gender and piracy

21

Significance

䚖 Provides empirical evidence for broadcasters and content

producers

䚖 Analyzes digital demographic habits, not previously

documented

22

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23

Cord Cutting

24

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25

26

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