Television has become the background of mass media in Latvia - The Baltic Course

Half of the respondents in Latvia recognizes that the value of television in their lives greatly diminished – it is mainly used for the background and sometimes for fun, found a poll conducted Inbox Polls.

survey participants indicated that in the morning for the background include any television or radio, while they themselves are engaged in reading news on the Internet, check e-mail or using social networks, according BC Tia eserine , director of projects Public ID Group .

survey data Inbox Polls also suggest that viewers have become pickier regarding transfers that fully devote their attention. 38% of respondents indicated that they only want to know specific information, in connection with what they see only specific transmission .

“ Changing media consumption residents especially clearly observed in the age group 15 to 24 years, the choice of which in the last three years was expressed in favor of the Internet. If in 2005 the TV during the week could reach 90% of the audience, in 2010 – 80%, now this figure had fallen to 70%. I think that in the long term it will have an impact on television as a mass media, it must change in order to keep the attention “, – commented Head of business planning one of the largest in the Baltic media agencies Mindshare Aivars Smits.

Due to the availability of devices, people are less able to constantly focus on one particular media. A study conducted by the American organization Interactive Advertising Bureau (IAB ), shows that three-quarters of respondents use multiple screens simultaneously. For example, TV programs fully drawn only every twentieth, or 5% of the respondents, while the longest note held various computer screens – stationary, notebooks and tablets.

“ Undoubtedly, our media consumption habits are changing and affordable content in them. Over the years, the Internet has become a resource in the same place where everything is available – from news and educational information, and ending with a variety of entertainment. Even if the house does not have TV, anyone can get access to the same or even more extensive content, “- said the head of sales Ltd. Inbokss Andis Kulinskis .

He also said that in Western culture increasingly important part in shaping the content of the media, or at least express an opinion about it, and this need can only be satisfied online .

“Watching TV, we are only observers, therefore, not surprising that the transmission are the backdrop for most of our other daily activities as cooking, ironing clothes, etc.” , – considers Kulinskis.

The survey was conducted from 8 to 20 October 2013 year study conducted LLC Inbokss using virtual device Inbox Polls . Within its framework polled more than 1,100 respondents .