Consumer Preference Analysis – Tamil Channel

Introduction:

Since we launched our new multi-language (Tamil, Telugu, and Bangla)

YouTube channel, we need to analyze consumer perception of these new
channels as well as conduct a more in-depth investigation of consumer
behavior patterns.

To substantiate it, we created an online survey form with Google Forms

majorly catering to Tech Burner multilingual channel viewers to evaluate their
experiences.

Objective of the study:

1. To learn about consumers' perceptions of a new multilingual channel.

2. To analyze the market of tech YouTube in Tamil Nadu.
3. To comprehend the factors influencing volume and their potential.

Description of Survey:

This questionnaire is designed to study the preliminary investigation of

potential

Tech Burner’s Tamil channel's viewer motivation, influence, preference, and

satisfaction. The results will help us for analyzing & facilitating our design to
cater to your expectations in future.

Note: This completely a confidential survey, all your personal information will
be very safe with us.

Research Method:

Research type Online survey

Sample size 28

Primary data Questionnaire method, MCQ

 Statistical tool Google forms & MS Excel

Synthesis:

Note: This research is an online survey – qualitative, quantitative research is

only for reference due to the sample size.

Section - I(Basic Details)

1.
Inference:

Majority of respondents 53.6% fall under 11-17 age category followed by 18-
24 age category with 39.3%.

2.

Inference:

During the survey, it is very clear that our 100% of respondent were male.

3.
You are from? (Place)
Inference:

Majority of people with 41.4% are from Tamil Nadu followed by 27.6% from
Maharashtra & 10.3% with UP. Rest is distributed with Haryana, Karnataka,
Delhi, Telangana & Rajasthan.

Section - II(Lifestyle & Living Habits)

1.
Inference:

Regarding leisure and entertainment, YouTube have the highest points with
24(85.7% of respondents) and rest all are equally distributed with OTT,
Theatre, TV and friends’ family.

2.

Inference:

If we look at the YouTube daily consumption pattern, 39.3% responded with

1-2 hours followed by 35.7% for 2-3 hours, post 3 hours the % drops to 14.3%
for 3-4 hours and if we look at the 5+hours they are 7.1%.

3.
Inference:

The timeline for content consumption is half of the audience responded with
randomly basis when they have time as such they don’t have any particular
pattern, followed by 35.7% for evening time as de stressing post they busy
day, 10.7% for the afternoon and the rest is for mid night time.

4.

Inference:

Post pandemic we can see that there is increase in their YouTube

consumption with majority(57.1%) of the respondent answers Yes and rest
21.4 were in dilemma and said maybe and rest 21.4 said no as there was no
changes to them.

Section - III(Viewing Pattern)

1.

Inference:

With regards to the tech videos watching reason, whopping 67.9% responded
with reason as Tech is their hobby & their interest, 17.9% for just to time
pass/entertainment and 7.1% for career reasons.

2.

Inference:
When we asked how you discovered this channel, 42.9% responded through
social media channels, 25% were through YouTube algorithms and 14.3%
were through their referrals. Rest 3.6% is equally distributed with various
reasons.

3.

Answers:

When we asked this question majorly the answers were Tech Tamil, C4etech
Tamil, Tech Boss, A2D, Tech Shan & Suhail Vlogger.

4.

Inference:

This is checkbox question – when we asked about the content they consume
on YouTube, 78.6% selected Vlogs, Unboxing videos with 75%, gamming
videos with 60.7%, Comedy/pranks with 46.4%, travel & education stuffs with
39.3%, rest all distributed below 20%.

5.

Inference:

When it comes to type of content, they watch in the Tech definitely Tech
informative video plays a major role with 32.1% followed by 21.4% for tips &
hacks, 10.7% for product reviews and others are distributed in a equal manner
or below 10%.

Section - IV(Content Preferences)

1.

Inference:
This question was very critical for us where majority of the respondents have
answered 53.6% have answered Yes, 25% answered upfront now and rest
21.4% answered for improvement in current dubbing and lip syncing which is
a bit of worry.

2.

Inference:

Another critical question for the channel, when we asked this majority of the
respondents with 39.3% answered Both (i.e., A new face with better hold of
the native language & also current Tech burner’s dubbed videos) followed
by 32.1% voted for a new face who has better hold of native language, only
14.3% opted for Current Tech Burner dubbed version and others also
suggested Shlok talking in Tamil.

3.

Answers:

When we asked these questions - the type of content they want to watch &
majorly the answers where they were enjoying the current content of Tech
Burner but only dubbed videos was a bit off to them, rest were same
unboxing and tech informative, and others were also suggesting Gaming &
mod videos as well.

4.
Answers:

The majorly suggestions were for the dubbed version videos either to change
& hire new voice over artist and bring a new person similar to Shlok who has
the same energy, and some were saying have answer the viewers query as
well sometimes it becomes a monologue type.

Behavioural Factors:

People also predict insights into the different behavioural facets of the
business, depending on different influences.

Motivation: The basic motivation factor for our viewers is since Tech is their
hobby and interest, some have the factor of entertainment & others as to gain
tech information or when the need occurs for certain product.

Influence: The influential factors are the new technology innovations taking
place in the market where the viewers want to be completely updated on
what’s happening around the globe, they also have the fear of missing
factor.

Attitude: The factors are friendliness, inclusiveness & personalised connect

since some of them have shifted from the Tech Burner channel so they expect
to have a better connect with them on this channel.

Recommendations & Conclusions:

1. Most of the respondents were not happy with our current dubbing
videos since the energy of Shlok is lacking with the voice and lip
syncing is also a major issue. Hence, we suggest changing the current
voiceover artist to better person who has a strong hold over lip syncing
and could match Shlok energy and voice.
2. Since the viewers are happy with the current dubbing idea but majorly,
they also want a combination of Tech Burner’s video and a new face
who has better hold over the native language. This will excite the
 viewers and they are looking forward for it to have the personalized
connect.
3. Most of the respondents were happy with the current content of Tech
Burner but some of the survey answers suggest having gaming & mod
related content and Travel & vlogs.
4. The survey suggests that we need to be more interactive and engaging
with our audience frequently either through Q&A sessions or live
sessions or simple like their comments or replying to them with have
more better inclusiveness.
5. Since most of the viewers have come through our social media channel
so we need to create our own native language pages for a better &
deeper connect with the viewers & need to integrate current channels
to the website & other social platforms.
6. Since most of our viewers are very active in YouTube than in any other
platform and their watch time has also increased post pandemic so we
have great opportunity to cater the needs of our viewers for the future.

Observations from Devender:

Annexure
Google Form Link: https://forms.gle/XEfLtK2tVxkNREoM6