Along with technological development, entertainment is increasingly moving online
There is an ever clearer division among Finns into those who consume entertainment in traditional ways and those who do it over the Internet. According to a recent survey by DNA, Finns and entertainment 2011', over half of all Finns already consume entertainment over the Internet. Age is the most significant factor marking the division in ways of consuming entertainment, and the generational differences are large. The younger the age group, the more they use the Internet for entertainment. People under 25 already consume more entertainment over the Internet than through traditional channels. Traditional consumers, on the other hand, are typically over 45 years old.
DNA published the survey results at the Seminar on Experiences, held on Wednesday 6 April to celebrate DNA's 10 years in business.
The survey reveals that browsing the Internet has become a hobby for people of all ages. The older generation relies on their computers, while over a half of under 30-year-olds use their phones for browsing. The most popular topics include searching for weather information, using social media, watching videos and reading sport results. Young people divide the time they spend on entertainment more equally between various devices. Among those under 25, as many watch films and TV series on their computers as they do on television. Programmes are being watched on computers, and to some degree also on phones or via tablet devices.
SURVEY RESULTS ON FINNISH ENTERTAINMENT CONSUMPTION
- Entertainment is increasingly moving online.
- Over 45-year-olds are typically traditional consumers.
- The younger the age group in question, the more the entertainment they consume has moved online to be used over the Internet.
- Under 25-year-olds already consume more entertainment over the Internet than in traditional formats – they listen to music on Spotify and watch TV programmes and movies on their computers.
- Over a quarter watch TV programmes on their computer. However, the traditional way of watching TV maintains a strong foothold.
- The computer is clearly the most common device used for gaming. Mobile phones are used alongside video game consoles for gaming purposes.
- Reading newspapers and magazines on the computer is nearly as common as reading print versions.
- With young people, entertainment has moved onto mobile phones as well. Mobile phones are used for listening to music, playing games and browsing the Internet.
Traditional consumers
• A half of all Finnish people consume entertainment in traditional ways. TV programmes are watched on television and music is listened to on the radio or on CDs.
• The computer is for browsing the Internet, playing games and reading newspapers.
• On average, traditional consumers of entertainment are clearly older, usually over 45 years old.
Consumers of entertainment over the Internet
• A half of Finnish people have learned to download or stream music, movies and TV programmes.
• Some also listen to music and play games on their mobile phones.
• Those consuming entertainment online and from the Internet are mostly under 45 years of age.
• The younger one is, the more one consumes entertainment over the Internet.
DNA's Finns and entertainment 2011' survey was carried out by the independent research company Add Value. A total of 2,003 Finnish people responded to the survey. Survey data was collected via the Norstat online panel and telephone interviews in February-March 2011. The study is a continuation of DNA and Nokia's survey 'Finns and smartphones' published in February.