The FINANCIAL — According to TV MR GE up to 400 000 Georgians spent average 6 hours in front of TV per day. This number equals to the number of facebook registered users.
According to facebook data, Georgia is represented by 500 000 users in popular social network. Statistics shows that TV and Facebook have equal access to Georgian audience that makes many marketers think about new challenges.
“When it comes to advertising, how do you compare TV commercials to Facebook Ads? Well, let’s start with the basics. In a typical week, the amount of time the average American now spends on Facebook exceeds the amount of time they spend watching television. This means the opportunity for seeing advertisements is now greater on the web than it is on TV”, concludes Brandtrailers, U.S. based marketing firm.
A recent study by eXpansys of 3,000 people in the UK states that Britain prefers Facebook to TV. The British spend an average of two and a half hour visiting Facebook every day., while TV only gets two hours of their attention.
According to ACT research over 65% of Georgian population watches TV from 20:00 to 23:00 daily.
Soso Galumashvili, Senior Consultant of Gepra Consulting Group considers it a little bit difficult to estimate Facebook power in the country.
“As results showed by 2011 there are over 550 000 people registered on Facebook throughout Georgia. This number is almost equal to the number of the Internet subscribers in the country. The research also says that half of the Facebook users are active, “said Galumashvili. “To be active on Facebook means even one appearance once a week, according to the standards of Facebook activity.”
“We don’t have limited access to the internet at work. Sometimes we use Facebook to contact our respondents,” Said Tamuna 26, a journalist. “Today everybody is registered on Facebook. So you can easily contact interested person. You can make a small research among Facebook users as well. Besides, I read and watch plenty of interesting posts or links. So when I’m sitting at the computer, at home or in the office, I always sign in Facebook and work at the same time, even though if I’m offline and invisible for chat.”
TV MR GE -Nielsen Television Audience Measurement's Official Licensee incessantly conducts the research of Georgian TV audience in the seven cities, where the population outnumbers 45000 persons. These cities include Tbilisi, Kutaisi, Rustavi, Batumi, Zugdidi, Gori and Poti.
“From January till April of 2011 up to 400 000 people spent average 6 hours and 30 minutes in front of TV per day,” said Nino Gogoladze Managing Director of TV MR GE.
According to Nielsen surveys, while facebook trailed behind Google in unique US monthly audience during February 2011, the average facebook user worldwide spent substantially more time on the site than any users of any other site, according to data from The Nielsen Company. Facebook had a unique audience of about 130.8 million.
“Time is on facebook’s side,” Nielsen notes. The average facebook user spent about six hours and 36 minutes on the site during February 2010.
Galumashvili also added that in the last two months state organizations became especially active on Facebook. It certainly underlines the growth of informational power of Facebook.
“Nowadays, the most active and informative pages are of the state and public organizations, which constantly make updates and post important news,” added Galumashvili. ” Not only organizations but state figures like Nika Gilauri, Prime Minister of Georgia are very active. Even the Mayor of Tbilisi Gigi Ugulava held PR campaign with the help of Facebook, which was well aimed at each specific user.”
The average maximum age of Facebook users in Georgia is 50. In spite of the fact that facebook “formally” bans children under 13 from registering on the website, an increasing number of younger Georgian children are still emerging to set up their own pages on it. Exactly, for the rest of the grownups, pensioners and villagers TV is the primary source of getting information.