Consumo audiovisual en Guayaquil antes y durante el confinamiento por la Covid-19. Estudio de los públicos de cine de 30 a 59 años: motivaciones

Abstract

In the present day with live in a pandemic, caused by a virus called COVID -19, which started in China in December 2019.This virus spread around the world and arrived at Ecuador in February 2020, causing the ecuadorian government to take the decision of conduct a period of confinement, which began from March 16, 2020 to May 4 of the same year, this period affected the consumer behavior. For this reason it was decided to carry out this mixed study, the objective of which is to define the sociodemographic profile, to find the motivations and selection criteria of the guayaquileños during the confinement period. For this study, 513 surveys and 15 interviews were conducted with Guayaquileños between the age range of 30 to 59 years that watched films before and during the confinement period. The most relevant results, found that the initial motivation of the participants was to relax after a day of work and the most relevant selection criteria were the synopsis, plot and content of the film.and the most relevant selection criteria were the synopsis, plot and content of the film, while during quarantine the motivations did not change, but insted, it increse, and the most dominant selection criteria remained.