Marketing Research Full Sail University Digital Marketing Degree Program Secondary Research

1. Name: Jessica Gold
MKT 1414
Secondary Research Project
Source 1
Source Title/Name: ​Internet Usage Statistics-The Internet Big Picture World Internet
Users and 2018 Population
Source Author: Miniwatts Marketing Group
APA format Citation:
Internet Usage Statistics-The Internet Big Picture World Internet Users and 2018
Population Stats​. (2018, August 31). Retrieved September 5, 2018, from
https://www.internetworldstats.com/
Main points ​(2 or 3 sentences)
Asia demonstrates having the largest number of internet users from data collected on
internet users by geographic location in December of 2017. Europe, the second largest
number of internet users is less than half of Asia’s amount. Africa, shows 453 million
internet users based on the data provided. The number of users in Africa was larger
than the amount Latin America had and North America.
​Up to date world internet usage, population statistics, social media stats and internet
market research data, for over 243 individual countries and world regions are accessible
through this specific source.
Why is this Source Credible?​(2 or 3 sentences)
The data provided by Internet World Stats comes from credible well known sources like
the United Nations Population Division, Nielsen Online, ITU, Facebook, GfK, and
several trustworthy local sources. This source provides active links to most of the
sources used, copyright information, and very detailed organized charts filled with
collected data establishing authority. The professionalism and detail displayed on the
web page and the precise statistics illustrated with charts and graphs demonstrates
expertise, trustworthiness, and believability. The relevant data exhibits currency as well

2. with the information collected being around December of 2017. The site itself is known
for providing accurate information.
Connection to Marketing Question ​(2 or 3 sentences)
In order to know how to increase Netflix subscribers globally, information on internet
users in different parts of the world is needed to have a deeper understanding of what
geographic areas to focus on subscriber growth with. Internet World Stats is a powerful
tool for narrowing in on the decision making process, giving new insight on which areas
have the greater opportunity to increase subscribers based on broadband availability
and usage statistics in order to know how to increase the number of Netflix subscribers
globally. ​Internet World Stats is a useful source for country and regional stats,
international online market research, the latest Internet statistics, world Internet
penetration data, world population statistics, telecommunications information reports,
and Facebook Stats by country which all are helpful in knowing more about consumer
behavior to have a deeper understanding of how to reach current and future Netflix
subscribers through marketing tactics, new focus areas, and greater user experience
understanding based on geographics.
Source 2
Source Title/Name: ​About 6 in 10 young adults in U.S. primarily use online streaming to
watch TV
Source Author:​ Rainie, L. (Lee Rainie)
APA format Citation:

3. Rainie, L. (2017, September 13). About 6 in 10 young adults in U.S. primarily use online
streaming to watch TV. Retrieved September 5, 2018, from
http://www.pewresearch.org/fact-tank/2017/09/13/about-6-in-10-young-adults-in-u-s-primarily-us
e-online-streaming-to-watch-tv/
Main points ​(2 or 3 sentences)
➢ The rise of online streaming services has dramatically altered the media habits
of Americans, especially young adults.
➢ Percentages of how people aged 18 to 29 watch tv. Based on a Pew Research
Center survey (61%) say they watch television now is streaming services on the
internet compared (31%) who watch via cable or satellite.
➢ Those with a college education or more are more likely than those with less
education to say their primary way to watch TV is online streaming. Roughly a
third of college-educated Americans (35%) say they mainly watch via streaming,
compared with 22% of those who have a high school diploma or less.
Why is this Source Credible?​(2 or 3 sentences)
The author, Lee Rainie helps make this source credible with his expertise in the topic being the
director of internet and technology research at Pew Research Center. The article demonstrates
trustworthiness with the author providing workable links to the methodology, and to background
information on himself with information such as job title, expertise, and experience level. The
background information explains how Rainie has done over 650 reports based on surveys that
examine people’s online activities and the internet’s role in their lives. “The American
Sociological Association gave Rainie its award for “excellence in the reporting on social issues”
in 2014 and described his work as the “most authoritative source of reliable data on the use and
impact of the internet and mobile connectivity.”(Rainie, 2017). He has also written books, given
speeches to government officials, media leaders, scholars, students, and technology
executives.
The relationship with the author and the institution, the author’s credentials, and the
contact and biographical information the author provides all establish authority important
in determining credibility.Trustworthiness and believability occurs with having a large
amount of background information on the study, author, and research institution
included or linked with the article.

4. This source demonstrates believability, trustworthiness, and expertise with who is putting the
information out, the author being an expert with his background in the topic, the Pew research
Center being well-known, and the way the information is collected and written with the research
collected in 2017 of August. The source also provides a link to the methodology further
supporting its credibility with interviewers at Princeton Data Source under the direction of
Princeton Survey Research Associates International giving the survey.
http://www.people-press.org/2017/08/29/methodology-85/​ . The questions and people
interviewed match up well with the people that should be interviewed in reference to the
marketing question being researched for Netflix Inc. for the marketing question.
Connection to Marketing Question ​(2 or 3 sentences)
This source contributes to a deeper understanding on internet streaming trends, and
demographics. This information can be used to understand age groups that can be
targeted more to gain subscribers. The information infers what markets could be
underperforming with information on age, gender, and income relating to internet
streaming service usage giving further insight into what areas can be focused on to
increase subscriber rates.
Source 3
Source Title/Name: ​Netflix vs. Hulu vs. Amazon Prime: Battle of the streaming giants
Source Author: ​Waniata, R (Ryan Waniata)
APA format Citation:
Waniata, R. (2018, September 03). Netflix vs. Hulu vs. Amazon Prime: Battle of the streaming
giants. Retrieved September 5, 2018, from
https://www.digitaltrends.com/home-theater/best-on-demand-streaming-services/

5. Main points ​(2 or 3 sentences)
The three streaming services Netflix, Hulu, and Amazon Prime are compared through
several categories including, content, pricing, subscription options, supported devices,
release date for new content, original content, video quality, price, interface, and ease of
use with a winner chosen for each category being compared. Netflix won in categories
such as original content, supported devices, content library, audio and video quality.
The article also explains features to consider when choosing between the three
streaming services like the parental control features, and subtitles that Netflix has; while
Hulu is described as a great option if live TV is what is desired. Alternatives like Sling
TV, DirecTV Now, HBO Go, ShowTime, and YouTube TV are all mentioned as well.
The article concludes with explaining how they feel Netflix is the best overall option;
while Hulu and Amazon Video both have unique benefits to offer that Netflix does not
have. Hulu with its release dates for new content, and amazon for its pricing options are
two examples the article explains that could be seen as threats to Netflix.
Why is this Source Credible?​(2 or 3 sentences)
This source used current information they published September 3, 2018 demonstrating
currency. The author for this source demonstrates authority providing a link to his
contact and biographical information. In the article the scope of the topic is clearly
stated and links to other relevant resources on topic are included. The author is
believable with explaining the reasoning behind why a particular streaming service won
a certain category using specific features to support his claims. The article published on
Digital Trends which uses a combination of product reviews, important breaking news,
and technology features to formulate the article​ ​is an opinion taken from gathered
current information discussing trends without giving specific statistics. All of the website
links are active and the website includes information on the company and how it was
formed. This information is emotionally appealing making the source since more
trustworthy.
Connection to Marketing Question ​(2 or 3 sentences)
Through the ​Netflix vs. Hulu vs. Amazon Prime: Battle of the streaming giants​ source one
can find out information about Netflix’s competition through a comparison of content,
pricing, subscription options, supported devices, release date for new content, original

6. content, video quality, interface, and ease of use. This source helps give insights into
what areas Netflix’s competitors excel in, ideas for how to compete with other internet
entertainment streaming services, and general information on strengths and
weaknesses for the company in order to know what to work on to gain more
subscribers. This information also gives insight into user experience and original content
which are key information pieces for the research question.
​Source 4
​Source Title/Name:
Netflix and video on demand in the Netherlands - Statistics & Facts
Source Author:​ Gordon, Kyle
APA format Citation:
Gordon, K. (n.d.). Topic: Netflix in the Netherlands. Retrieved September 5, 2018, from
https://www.statista.com/topics/4750/netflix-in-the-netherlands/
Main points ​(2 or 3 sentences)
In two years time the number of Netflix customers watching original content greatly
increased from 20% in 2014 to 32% in 2016. One can infer with the major increase in
content in 2018 that those numbers have greatly increased. The pattern seems to be
that original content is becoming increasingly popular. “ As a result, Netflix's ​streaming
content obligations​ have increased from 1.3 billion U.S. dollars in 2010 to almost 17.7
billion U.S. dollars in 2017.” (Gordon, 2018).
Why is this Source Credible?​(2 or 3 sentences)
Currency, relevancy, trustworthiness, expertise, and believability can all be used to
describe this source.Key trends and specific statistics on Netflix Inc. are described on
Netflix and video on demand in the Netherlands - Statistics & Facts.Statista is an online

7. statistics​, ​market research​ and ​business intelligence​ portal well known for providing
information used for marketing research and the authors name being provided all help
establish authority. ​The company employs around 200 ​database​ and statistical experts
and ​editors​ in its German headquarters reinforcing expertise and trustworthiness. The
information being presented has graphics, and is presented with the least possible bias.
Connection to Marketing Question ​(2 or 3 sentences)
In order to gain more subscribers, information on how specific geographic markets are
doing with information on number of subscribers, how many households use Netflix in
the Netherlands, demographic information as far as ages, preferred devices to view
Netflix on, and how many people there have the netflix application downloaded on their
phone. This specific information is vital to understanding more about how international
areas are performing, what can be done to grow subscriber rates, and information that
can be used for a target market or gain further insight into the user experience in the
Netherlands with information on preferred devices. This information helps with not only
better understanding consumers, but also with marketing tactics, trends, and how Netflix
original content is being perceived by subscribers.
Source 5
Source Title/Name: ​TV-Connected Devices Pave the Way for New Ways to Watch Content
Source Author:
Nielsen National TV panel
The Nielsen Company (US), LLC.
APA format Citation:

8. TV-Connected Devices Pave the Way for New Ways to Watch Content. (2017, March 08).
Retrieved September 7, 2018, from
https://www.nielsen.com/us/en/insights/news/2017/tv-connected-devices-pave-the-way-for-new-
ways-to-watch-content.html
Main points ​(2 or 3 sentences)
Nielsen conducted an analysis to determine how many U.S. homes own various devices
and how data has trended over time.
“In January 2017, 18%, or 21 million homes, used an Amazon Fire TV, Apple TV, Google
Chromecast or Roku for an average of almost 15 days a month.” ("TV-Connected Devices Pave
the Way for New Ways to Watch Content", 2017).
“TV-connected devices represent a new and growing way to bring content to the TV set.
Accordingly, traditional media companies as well as established streaming players are
all developing "over-the-top" products to take advantage of these devices and to
continue to provide content in ways that meet consumers’ needs.”​ ​("TV-Connected
Devices Pave the Way for New Ways to Watch Content", 2017).
Smart-TVs are used most across devices; while video game consoles were used for the
greatest number of households (almost 37 million).
Why is this Source Credible?​(2 or 3 sentences)
The methodology and statistics used helps make the source believable and
trustworthy. The source uses currency using data collected in 2017. The statistics
provided helped reinforce the sources credibility with information being
believable/making sense. “Data for brand specific multimedia devices was derived from
older and newer generations of Roku boxes and sticks, Apple TV, Google Chromecast,
Amazon Fire TV, etc.” which means the study wasn’t biased to a particular model or
year since they took into account older and newer generation models. Authority is
established by ​Nielsen being a global measurement and data analytics company that is
well known for collecting information on this topic giving expertise,trustworthiness and
believability to the source.The company having over 90 years of experience providing
data and analytics based on scientific rigor and innovation further illustrates
trustworthiness in the source.
Connection to Marketing Question ​(2 or 3 sentences)

9. This particular source helps answer questions in reference to the marketing question by
giving information on how consumers watch content, what their preferred devices are,
and which devices are most popular to use to stream television and movies. Knowing
more information on the reach, frequency, and daily usage with streaming devices
would help with having a greater understanding of user experience, marketing insight on
how to reach Netflix’s target market, and demographic and trend data to understand
opportunities to reach more consumers to increase the number of Netflix subscribers.
This source helps with gaining a deeper understanding of content streaming consumer
behavior.
Source 6
Source Title/Name: ​NUMBER CRUNCHING
Source Author: ​Televisual
APA format Citation:
​ NUMBER CRUNCHING. (2017). Televisual, 8. Retrieved September 7, 2018, from
http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bth&AN=12
5150175&site=ehost-live
Main points ​(2 or 3 sentences)
Statistics are presented regarding broadcasting including the increase in number of subscribers
for Netflix Inc.The article explains how data collected in 2016 showed 6 million Netflix
subscribers in the UK; while Amazon Prime had 3.8 million according to Ampere Analysis.
Why is this Source Credible?​(2 or 3 sentences)
The source found on a reliable database EBSCO, provides current information with specific
dates from 2016 mentioned for when the information pertaining to Netflix was collected. The
data being based off of Ampere Analysis helps make the information more trustworthy and

10. believable. The database establishing authority and the currency both help reinforce credibility
with the source.
Connection to Marketing Question ​(2 or 3 sentences)
​Number Crunching,​ describes the Netflix subscription base in the UK. This pertains to
the information wanted on subscription data internationally to see how different
geographic locations are performing and to gain insight into which areas should be
focused on with having the greatest potential for growth. This information helps gain
clearer insight into how international markets are doing, while also comparing the
subscriber statistics to competitors like Amazon Prime Video. Knowing information on
Netflix in the U.K. and its competitors is important to understanding how the company is
performing and which streaming services are preferred in different parts of the world.
Source 7
Source Title/Name: ​Skinny Bundle Users Watch Other Over-the Top Services: comScore
Virtual distributors face streaming competition from Netflix, others
Source Author: ​Lafayette, Jon
APA format Citation:
Lafayette, J. (2017). Skinny Bundle Users Watch Other Over-the Top Services: comScore:
Virtual distributors face streaming competition from Netflix, others. Broadcasting & Cable,
147(15), 26. Retrieved September 7, 2018, from
http://web.a.ebscohost.com.oclc.fullsail.edu:81/ehost/pdfviewer/pdfviewer?vid=5&sid=2739556a
-7c1e-4578-9bb0-c849861a31f5%40sessionmgr4006
Main points ​(2 or 3 sentences)

11. Viewers who buy over-the-top skinny bundles of pay TV channels are also watching other
streaming services, according to a new study from ​comScore.​ ​According to the study 51
million homes stream video to their TV. In skinny-bundle households where most
subscribers use services such as Sling TV, DirecTV Now, or Playstation Vue which
account for around 54% of their TV watching time leaving open plenty of time for Netflix,
which gets about 17% of OTT viewing time.
Why is this Source Credible?​(2 or 3 sentences)
The article demonstrates currency and relevance while providing valuable information
pertaining to understanding how Netflix can increase its subscriber rate worldwide. The
author, Jon Lafayette provides a picture of himself beside his contact information
including an email and copyright of New Bay Media LLC information making the source
appear trustworthy. The article is believable with the data discussed collected in 2017
having charts that represent the comScore findings. ​The source focuses on trends and
ratings of (OTT) streaming services additionally making the information seem both trustworthy
and believable.
Connection to Marketing Question ​(2 or 3 sentences)
Current information on the competition Netflix faces, TV trends, and insight into potential
partnerships is important for knowing how the company can increase the number of
subscribers worldwide. The article discusses over-the-top content viewing time of the
streaming services, and strategies for gaining streaming services’ subscribers. It
provides information on trends and specific statistics on TV viewing services including
Netflix, and many of Netflix’s competitors. With this source one can gain further
understanding on the new trends in tv watching and consumer watching behavior using
more than one platform to watch content for hours. This information can support ideas
for partnership opportunities to grow the number of Netflix subscribers and to know
more about trends in consumer streaming/tv watching behavior.
Information Still Needed​(​Make sure these are ​clear and specific statements​)
·​ ​Item #1 Gain a better understanding of Netflix global partnerships
·​ ​Item #2 Look into how streaming services personalize user experience
·​ ​Item #3 Look into successful global marketing tactics for streaming services

12. ·​ ​Item #4 Look into customer relations feedback to gain deeper insight
·​ ​Item #5 Look into Netflix partnership opportunities
·​ ​Item #6 Better understand Netflix’s competition in Asia
·​ ​Item #7 Gain a better understanding of how consumers view internet entertainment services
that offer sports streaming options