For my digital story, I researched the usage of the computer to watch television. As I talked about in the actual video, I wanted to see if there are others who use the computer exclusively like I do to watch television shows. Personally,
I also wanted to look at this topic, because of one of the questions I asked when researching my Capstone project. I surveyed fans of Avatar: The Last Airbender about their viewing habits and motivations for watching the show. One of the questions that I asked when it came to their viewing habits was “On what device do you most often watch Avatar: The Last Airbender?” This specific question interested me because I was surprised by how many people did not watch the show on the computer. Like I previously mentioned, I watch all of my TV shows on the computer, the only exception are live sporting games.
My previous assumptions that there are many other Millennials who watch most of their television on their computers was supported by the research I found. Not only was it supported from that data that I collected from my Capstone project, whose respondents reported that 61.2% of them use the computer to watch Avatar: The Last Airbender, it was supported by other research. TiVo’s Millennial Study, found that 72% of Millennials use free streaming to access television shows which can be accessed through the computer. These free streaming sites include Hulu, YouTube, and TV network streaming sites. Another popular way for Millennials to view television is through subscriptions such as Netflix, Amazon Instant Video, Hulu Plus, and HBOGo which are video-on-demand solutions. I was very happy that my assumption about the high usage of computers to watch television was correct.
It was surprisingly difficult to find information on this topic. I had previously looked for research on this topic for my Capstone paper and was unable to find anything. However, the TiVo Millennial Study was extremely helpful and contained a lot of relevant information to both this project and my Capstone. Finding information was the most difficult part of this project. However, it may be because I am not the best at using key words to find research.
In my opinion, this research is important to advertising departments. Millennials are the upcoming generation who will soon define the trends in America. With advertisers knowing where the Millennials are gravitating towards to watch television, they will be able to adapt their advertising techniques to make sure that their products will be able to reach the biggest market. This information is important to me not only for the additional research I can use for my Capstone, but also for my future plans. I hope to go into marketing in the future. Even though marketing and advertising are not the same, knowing information about the Millennial generation is very important since they will be the main consumers in a few years. However, I do believe that more research needs to be conducted about Millennials’ viewing habits. Not only will this information be helpful to advertisers and marketers, but also to both the free streaming and subscriptions sites, along with all of the other ways Millennials are watching television. For example, cable providers will be able to recognize that their services are not being used as much as others. With new research, this information will help them where they need to focus their efforts on providing what their customers want.