Designing the Future of Entertainment 2013 Global Entertainment Survey
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Transcript of Designing the Future of Entertainment 2013 Global Entertainment Survey
Designing the Future of Entertainment2013 Global Entertainment Survey
Margin of error = ±1.22% at 95% confidence interval
MethodologySeventh annual study, which has expanded this year to include eight global markets: U.S., U.K., India, Brazil, China, Germany, Turkey and Korea. The study was conducted by research firm Edelman Berland.
ACCURACY HOWWHEN
AUDIENCE HOW MANY
Adults 18-54 n = 6,500 (1K/market in U.S., U.K., India, Brazil and China; 500/market in Germany, Turkey and Korea)
Data weighted to equally represent all countries
Data collection occurredApril 1 – 12, 2013
Online survey
KEY
Stats noted as global-or-region-specific
Seven years of research – Global expansion
2005–2007 2007–2009 2009–2011 2011–2013 2013–Present
GlobalDigital Entertainment,
Rights and Technology
Digital Entertainment
and Technology
Come Play
Multimedia MeSocialEntertainment
All About MeShare ThisGateway to Individuals
Globalization of Entertainment
ENTERTAINMENT GOES GLOBAL
5Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting?Q10 Please indicate how likely you would be to engage in the following activities.
People want immersive and interactive experiences
Watch more than one episode of my favorite TV show in one sitting
Try new ways to interact with entertainment
Access additional online content relatedto my entertainment
Interact in real time with what I am watching
Use social networks to interact with talentfrom the entertainment I like
Vote for my favorite contestants on realityTV or music talent shows
Watch content while simultaneously usingmy personal device to buy merchandise
88%
73%
70%
65%
63%
61%
60%
6Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting?Q10 Please indicate how likely you would be to engage in the following activities.
Emerging markets are especially engaged
% Likely TOTALUNITED STATES
UNITED KINGDOM
INDIA BRAZIL CHINA TURKEY GERMANY KOREA
Watch more than one episode of my favorite TV show in one sitting 88% 86% 86% 91% 91% 98% 85% 82% 89%
Try new ways to interact with entertainment 73% 62% 59% 88% 86% 81% 81% 71% 56%
Access additional online content related to my entertainment 70% 62% 58% 87% 81% 79% 66% 57% 66%
Interact in real time with what I am watching 65% 47% 47% 86% 77% 81% 73% 46% 60%
Use social networks to interact with talent from the entertainment I like 63% 51% 48% 85% 75% 74% 74% 45% 55%
Vote for my favorite contestants on reality TV or music talent shows 61% 49% 40% 82% 69% 83% 63% 34% 65%
Watch content while simultaneously using my personal device to buy merchandise
60% 49% 45% 80% 73% 75% 60% 43% 51%
7
TEND TO BE:
• Male
• 8095er
• College educated
• Constant user of social media
• Significantly more likely than average to socialize content about entertainment
• Behavior highest among those residing in India, Brazil and China
Q6 When watching entertainment content, how often are you simultaneously using another device [e.g. television, computer, smartphone, tablet, etc.]?Q7 How likely are you to use multiple devices while watching entertainment content to enhance your entertainment experience?
Seven-in-ten enhance entertainment by simultaneously using another device
96%HAVE SIMULTANEOUSLY USED ANOTHER DEVICE WHEN WATCHING ENTERTAINMENT, AND 51% DO SO “ALWAYS” OR “MOST OF THE TIME.”
70%EXPERIENCEENHANCERS
8Q24-25 Please indicate your level of agreement, when it comes to entertainment content…
Visual-tainment creates global connections
Majorities in all countries agree:
“I feel more connected to the world at large now because of social media”
(62% agree, global)
“I’m more open to watching online videos from far-flung places than I was a year ago.”
(63% agree, global)
“Because of some of the entertainment content I’ve seen from all over the world, I feel humans are more connected than ever before.”
(67% agree, global)
AGREE DISAGREE
(65%)
(58%)
(54%)
(66%)
(67%)
(60%)
(53%)
(52%)
“In the past year, I have watched/listened to entertainment content in a language that I do not speak.”
SHARING IS FUNDAMENTAL TO THE ENTERTAINMENT EXPERIENCE
10Q16 Generally speaking, how likely are you to use social media to share content about each of the following?
People are as likely to share about entertainment as about themselves or their friends
Your Family
Local/Regional news
National/World newsYour friends
Yourself
Entertainment
76%
76%
75%
67%
64%
65%
Emerging markets (India, Brazil, China and Turkey); 8095ers; and college graduates lead the trend
11Q21 How likely are you to use social media to share your opinion of entertainment content when you…
Useful, popular and funny entertainment is shared around the world - India ranks highest
Global Ave.
75% – 77%Useful Love Interesting Funny
66% 66% 65% 64%
89% 89% 88% 88%
12Q23 Which of the following best represents your view? Please rank your top three responses. When I use social media to share content about entertainment, I do it mostly... (Shown: % First choice)
Globally,people aremore likely to share positive than negative experiences
5x
20%
4%
To share joy/satisfaction
To warn others not to waste time or money on content that is not entertaining
ANYTIME, ANYWHERE ACCESS IS HERE
14
Television is still the device of choice for entertainment; laptops and mobile are gaining ground
#1 China, Korea
#2 Turkey
#3 India
Q3 What device do you most often turn to for entertainment? Please rank your top three responses
#1 U.S., U.K., India, Brazil, Germany #2 U.S., U.K., India,
Brazil, Germany
#4 U.S./U.K.
15
Preferred content type varies considerably by country
Q5 What type of content do you most often turn to for entertainment? Please rank your top 3 responses.
#1 U.S., U.K. #1 Korea#1 Germany#1 India, Turkey #1 Brazil, China
CONSUMERS’ MOTIVATORS ARE UNIVERSAL
17Q11 Who or what influences you to… view a program on television; go to a theater to watch a movie; watch a movie on a personal device; watch a Web video online; purchase a new song or album
Personal recommendations are the top influencer of entertainment choices
Entertainment Consumption Influencers
Recommendation from a 'real life' friend or family member 35%
Advertisements/Trailers 29%
An entertainment review on television [e.g., Entertainment Tonight, movie reviewer on local news, etc.] 26%
Professional review/recommendation from a critic [e.g., in a newspaper,or a 'movie blogger'] 25%
Recommendation from or connection to a brand or product I like 22%
Recommendation from someone I am connected with mostly through social media but don't know personally 22%
Promotional event 22%
Recommendation from a person you don't know [e.g., celebrity or someone you follow via social media] 20%
18
91%
85%
76%
74%
77%
89%
86%
80%
75%
72%
88%
82%
79%
74%
67%
58%
Spending DriversShown: % Extremely/Somewhat Important
2013
2012
2011
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.)
Drivers remain steady in the U.S. - enjoyment and quality come first.
My personal enjoyment of the entertainment
Excellent visual or sound quality of the entertainment
The hours of enjoyment the entertainment will provide
Being able to access the entertainment immediately
Being able to purchase the entertainment easily
Positive reviews from people I know
19
48%
31%
42%
17%
50%
43%
41%
31%
52%
47%
46%
45%
43%
41%
39%
Spending DriversShown: % Extremely/Somewhat Important
201320122011
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.)
Being the first to enjoy entertainment rises in importance
The number of devices with which I can access the entertainment
Popularity of the entertainment
Recommendation from or connection to a brand or product I like
Positive reviews from professional critics
Being able to access the entertainment via “the cloud”
Having unrestricted ability to share or makecopies of the entertainment legally
Being one of the first to enjoy new entertainment
20
89%
87%
78%
73%
76%
90%
86%
80%
74%
75%
91%
85%
81%
76%
69%
59%
Spending DriversShown: % Extremely/Somewhat Important
201320122011
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: U.K.)
U.K. entertainment spending drivers remain steady
My personal enjoyment of the entertainment
Excellent visual or sound quality of the entertainment
The hours of enjoyment the entertainment will provide
Being able to access the entertainment immediately
Being able to purchase the entertainment easily
Positive reviews from people I know
21
47%
29%
14%
34%
45%
41%
23%
33%
48%
46%
46%
44%
39%
39%
38%
Spending DriversShown: % Extremely/Somewhat Important
201320122011
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: UK)
Being the first to enjoy entertainment rises in importance
The number of devices with which I can access the entertainment
Popularity of the entertainment
Positive reviews from professional critics
Recommendation from or connection to a brand or product I like
Being able to access the entertainment via “the cloud”
Being one of the first to enjoy new entertainment
Having unrestricted ability to share or makecopies of the entertainment legally
22
85%81%
75%72%
66%65%
60%58%
56%56%
54%51%
47%
Spending DriversShown: % Extremely/Somewhat Important
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content?
Brands are as influential as professional critics in driving entertainment spending
My personal enjoyment of the entertainment
Excellent visual or sound quality of the entertainment
The hours of enjoyment the entertainment will provide
Being able to access the entertainment immediately
Being able to purchase the entertainment easily
Positive reviews from people I know
Popularity of the entertainment
The number of devices with which I can access the entertainment
Recommendation from or connection to a brand or product I like
Positive reviews from professional critics
Having unrestricted ability to share or make copies of the entertainment legally
Being able to access the entertainment via “the cloud”
Being one of the first to enjoy new entertainment
Entertainment is as powerful a social media driver as personal content
People’s definition of entertainment brands is changing – opening up the field for new innovations and new players
How people watch entertainment has shifted. While they may be multitasking, they're also looking for more ways to interact with it - including with their favorite brands
Visual-tainment and socialization creates a global link. Emerging markets are leading the way - immersing themselves in the experience though interaction and socialization
Thank You
#EdelEnt