Analyses of ACMA Research into Australians Online Video Use

Recently the Australian Communications and Media Authority(ACMA) published a new study looking into how we all like to view our ‘Game Of Thrones’ and ‘Girls’ on online platforms. ACMA is arguably the most reliable source to get research information on media from as they are¬†government run organisation researching to benefit Australians, and if we cant trust the government, who can we trust, right?…

The article is mainly targeting people who are interested in the findings, for example research students, media companies who can learn/use the data. It makes itself very easy to read and appealing to the average person in terms of reading the colour co-ordinated¬†graphs and statistical information, the conclusions are obvious and there is no particular opinion voiced which is what is expected from a government funded research body. The article is not there to sell you anything but purely informative and from an objective stand point. The only possible opinion to be found is in the ‘future of online video content(OVC)’ section which states that the arrival of Netflix in March 2015 will compete directly with local broadcasters like FOXTEL, however even here it does not make a judgement whether one or the other will do better on the market.

In comparison to Nielsen’s article which focus’s more broadly on the overall online landscape and features a huge amount of statistical information with hardly any analysis or justification for the findings or where they came from. It shows graphs of the most used websites online, most used job and education seeking websites online, the role of gender and which one is more active online, which brands have the largest audiences whether it be YouTube, Facebook or VEVO it is clear this report was created to benefit businesses marketing strategies. Although there is no clear opinion in this report and also very clear and factual information which is important, there is still clear bias in catering for business models and not for researchers who want depth of information. It allows brands to see where their target market lies and how to get to them.

The two articles although focusing on similar topics are clearly targeted at two separate audiences. The methods used and depth of research is much higher in the ACMA report, the purpose of the report is much more ethically sound in informing the general public on how their online time is used, on what devices they view it, what encourages a heavier OVC use, the most popular reasons Australians use OVC and age and economic barriers. It is a highly successful research report which separates itself completely from opinion and bias.

What does media research have to do with Angry Birds?

Humans are constantly asking questions and the only way to find answers is through research. We unknowingly and knowingly do research every day. When buying a new product, we gather information from different sources in order to get the best deal, when we are engaging with other people we ask questions to research topics we are interested in. However this is very different from scholarly research which is based on factual information concerned with being correct and coming to conclusions from both quantitative and qualitative research. Media research is based on anything to do with the media, what the media produces, its problems, its successes. When I started my final year of high school, the incoming year 7’s were the first year to receive iPads to assist them in their school work. We were all very jealous and complained as to why we weren’t the chosen year to receive these tablets awaiting the downloading of flappy bird, fruit ninja and angry birds. On the bus ride home however I started to notice that these iPads were having an unseen effect on these young children which was seriously disgruntling. None of them spoke to each other. With eyes glued to the screens of their iPad, this familiar bus ride was suddenly so very different to my experience of yelling, gossiping, singing and genuinely enjoying each others company. Although technology and more specifically social media has done some seriously amazing things to the world and continues to everyday, I would like to research whether or not the benefits of social media are worth the distractions younger generations feel when undertaking school work, uni work, working on relationships and entering the work force. Do younger generations know how to work as hard as older generations who did not grow up with such easily accessible information and distractions like Facebook, Instagram and Tumblr at the click of a button?.