A new research report, titled ‘The Age of Curiosity’, from Discovery Networks CEEMEA reveals that our personal lives, as well as our careers, are highly influenced by how curious we are and how we express that curiosity. According to the study, 60 per cent of South Africans won’t be satisfied unless they learn something new every day.
“For our latest report, we took a leap in the dark. Why, we wondered, do people consume non-fiction media at all? What attracts them, and what brings them back again and again? It’s the kind of big, so-obvious-that-nobody-has-asked-it question that we’ve always loved… The answer surprised and delighted us. Overwhelmingly, people weren’t inspired to seek knowledge for hard-headed self-improvement. Instead, it was all about sparking and satisfying their curiosity,” says Tanya Adam, VP of Research, Insights and Innovation, Discovery Networks CEEMEA.
“We are currently living in the ‘Age of Curiosity’ and out of the media mix, television plays a big role in sparking that curiosity. After 30 years of staying true to our mission to satisfy people’s curiosity, we wanted to understand how this phenomenon works today and how we can cater to this essential human need,” said Lee Hobbs, VP of Channels, Emerging Business, Discovery Networks CEEMEA.
Commissioned by Discovery Networks CEEMEA, research and insights company Sense Worldwide investigated the topic of curiosity in seven markets across Central and Eastern Europe, Middle East and Africa. As part of the research, 2100 people between the ages of 16 and 55, who watch non-fiction content in seven selected countries – South Africa, Germany, Poland, Romania, Russia, Saudi Arabia and Turkey – were surveyed. The quantitative results were supplemented with ten qualitative media diaries enabling respondents to better describe their feelings and opinions, as well as with in-depth interviews with a panel of scientists and reputed authors.
The research results captured identify trends in consumer behaviour and their impact on the media industry. Findings show that satisfying a hunger for knowledge is now easier than it has ever been due to the wide access to information and advancements in technology. Therefore, in today’s world, knowledge and information are no longer exclusive or overwhelming.
“We’ve discovered a new attitude that’s spreading around the world, one where knowledge is pleasure,” the report states. “The citizens of the Age of Curiosity aren’t drowning in a sea of information; they’re splashing around in it. They’re admired by their peers, unafraid of the future, making the most of the opportunities presented to them by every medium. They are the ‘New Renaissance People’.”
“Modern individuals who enjoy juggling with information and who use curiosity to improve their career and social life can be considered New Renaissance People,” says Hobbs. The research identifies five different ‘modes of curiosity’ which help New Renaissance People navigate through the sea of information around them:
- Fact Farming: Collecting bits of new trivia and facts.
- Phone a Friend, or a Stranger: Reaching out to a friend or someone online who can provide more context and information on a particular subject.
- Undemanding Downtime: Unwind by absorbing information that is already known or unchallenging.
- Worldly Investigations: Exploring the world and seeking tangible experiences, in order to marry perceptions with reality.
- Rabbit Holes: Following a trail of information and countless links online to attain specialist information on a subject.
“There is a strong connection between curiosity and media consumption, the findings reveal that curious people use non-fiction video to satisfy and spark their curiosity, and broadcast TV is their first option from the mix of media,” explains Hobbs.
South Africans enjoy learning
As with the other nations surveyed, the majority (91 per cent) of South Africans enjoy learning new things. The survey revealed that South Africans like to learn socially, by activating the ‘Phone a Friend’ mode (by reaching out to a friend or even a stranger who can provide more colour or better contextualise to find an answer) more so than most other nations participating in the survey (apart from Saudi Arabians at 54 per cent).
Only 17 per cent of South Africans look for knowledge without a specific interest in mind, while 16 per cent go over familiar information and like to learn by experiencing the world.
Despite the natural curiosity of locals, 88 per cent of South Africans think they have a good general knowledge. This is the highest percentage amongst the surveyed countries, closely followed by Poles (86 per cent), Romanians and Saudis (84 per cent).
