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Value, Engagement and Trust in the era of Social Entertainment: 2011
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Value, Engagement and Trustin the era of Social Entertainment
25th May 2011
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What makes entertainment social?
The key is in the sharing […]A few years ago it would have been
rude to be on your laptop whilst watching a movie with
friends....now it's part of that social experience
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Results from Edelman Trust Barometer A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST
businesses in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you “DO NOT TRUST THEM AT ALL” and
nine means that you “TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics ages 25-64 in the US
2009
1. Technology 72%
2. Biotech/life sciences 60%
3. Food 56%
4.Consumer packaged goods manufacturers
53%
5. Retail 47%
6. Health care industry 41%
7. Pharmaceuticals 39%
8. Energy 39%
9. Banks 36%
10. Entertainment 35%
11. Automotive 32%
12. Insurance 29%
13. Media companies 27%
2010
1. Technology 81%
2. Food 64%
3. Biotech 62%
4. Retail 61%
5.Consumer packaged goods manufacturers
57%
6. Health care industry 50%
7. Energy 50%
8. Pharmaceuticals 45%
9. Automotive 45%
10. Entertainment 41%
11. Banks 33%
12. Insurance 32%
13. Media companies 32%
2011
1. Technology 73%
2. Food and beverage 54%
3. Brewing and spirits 53%
4. Biotech 53%
5. Telecommunications 51%
6. Retail 51%
7. Automotive 49%
8.Consumer packaged goods
48%
9.OTC personal health care products
46%
10. Energy 43%
11. Entertainment 39%
12. Pharmaceuticals 38%
13. Insurance 26%
14. Financial services 25%
15. Banks 25%
16. Media 22%
Trust in Industries among the informed publics audience – U.S.
2008
1. Technology 78%
2. Biotech/life sciences 73%
3. Banks 71%
4. Retail 67%
5.Consumer packaged goods manufacturers
64%
6. Automotive 62%
7. Health care industry 58%
8. Entertainment 55%
9. Pharmaceuticals 55%
10. Energy 54%
11. Insurance 50%
12. Media companies 48%
In the U.S., Technology Holds the Top Spot Over Four Years, While Entertainment Ranks Towards the Bottom
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Methodology
• Methodology: Custom Online Survey
• Target audience: Adults ages 18 - 54
• Geographies: US & UK markets
• Sample Sizes & Field dates:
– US: 517 respondents surveyed from February 22 – 24, 2011
– UK: 504 respondents surveyed from February 24 – 27, 2011
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Current Behaviors
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Trust in the entertainment industry has generally decreased over the past five years
How much trust in the entertainment industry in the US
has changed over 5 years?
Q3. To what extent do you trust business in the entertainment industry to do what is right?
32%
23%
28%
17%
2010 2011
Net "trust" in the UK entertainment industry Net "trust" in the US entertainment industry
*
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58%
32%28%
47%
32%6%
The internet continues as second most often turned to source of entertainment in US
US 2010 US 2011
Q5. What source of entertainment do you turn to most often? [select one]
Base: US respondents (n=517)
TV INTERNET
FILM
8
12%
42%46%
8%
35%
56%
6%
24%
70%
9%
34%
57%
Don’t know No Yes
45-54 30-44 18-29 TOTAL
More than half in the US consider social networking sites a form of entertainment
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
Q18. Do you consider social networking sites to be a form of entertainment?
8.75% 33.75% 57.25%
9
23%
30%
63%
40%
23%
16%
26% 24%
56%
49%
27%
15%
Television Movies Internet Social Media Music Video Games
UK US
Respondents report spending more time with the internet and social media for their entertainment
Q8. In the past year, do you believe you are spending more, less or the same amount of time with the following types of entertainment?
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
10
59%
53%49%
38%
26% 25%
53% 52% 52%
36%
29% 29%
Laptop My Home / Work
Computer
Mobile Phone DVR MP3 Player Television
Percentage of people spending “More Time”
UK US
More time being spent across multiple devices. Audience attention is divided across screens.
Q9. In the past year, do you believe you are spending more, less or the same amount of time using the following devices to access media?
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
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23%
30%
25%
29%
52%
27%
28%
30%
31%
52%
I like being able to interact with entertainment such as being able to vote for my favorite contestants on reality TV …
I would like to see entertainment provide me with the ability to interact real-time
with the content
I would like to use social networks such as Facebook to interact with entertainment
I would like to use my mobile phone or device to interact with entertainment
I would like to use my computer to access additional online content related to my
entertainment
UK
US
Consumers are interested in additional content that is connected across platforms
Q12. Next, we’d like to ask about your preferences for interacting with entertainment. How would you indicate your level of agreement with the
following statements?
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
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Entertainment value
13
40%37%
34%32% 32% 31%
37%
18%
14% 14% 15% 14%
Social Networking Sites
Film Producers / Movie Studios
Music Companies Gaming Companies
Cable Television Providers**
Satellite Television
Providers**2010 2011
Q11. Thinking about the entertainment provided by each of the following entities, do you think in general they provide excellent, very good,
good, fair or poor value? Base: US respondents (n=517)
Perception of value provided by entertainment sources has dropped, but social networks remain steady
US Entertainment Sources: Providing Value
% Providing “Very Good” or “Excellent” Value
*NOTE: Data unavailable for years 2007 and 2009. Data from 2008 includes respondents ages 18-34 only.**NOTE: Data for 2008 is for “TV Broadcasters/Producers”
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Free or paid?
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US Entertainment Spending Per Month (Self-Reported)
Q13. In a typical month, about how much do you personally spend on purchasing entertainment?Base: US respondents (n=517)
9% 9%
20%
23%
16%
12% 12%
6%
9%
21%
25%
14%
11%
14%
Nothing $1 - $10 $11 - $25 $26 - $50 $51 - $75 $76 - $100 More than $100
2010* 2011
*NOTE: Data unavailable for years 2007-2009
US Entertainment spending year on year is consistent
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91%
85%
77%
76%
76%
77%
66%
72%
My personal enjoyment of the
entertainment
Excellent visual or sound quality of the
entertainment
Being able to purchase the
entertainment easily
The hours of enjoyment the
entertainment will provide
Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following
things to you, when you
are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too
important or not at all important?
Base: US respondents (n=517)
Personal enjoyment and visual/sound quality are even more important now than in 2010 as US purchase drivers
US 2010
US 2011
17
31%
42%
17%
48%
44%
55%
39%
58%
Popularity of the entertainment
Having unrestricted ability to share or
make copies of the entertainment
legally
Being one of the first to have new
entertainment
The number of devices with which I can
access the entertainment
Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following
things to you, when you
are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too
important or not at all important?
Base: US respondents (n=517)
Being one of the first to have new entertainment has dropped dramatically in importance
US 2010
US 2011
18
11%
7%
10%
27%
45%
53%
60%
16%
13%
14%
29%
40%
43%
47%
None of the above
Privacy of my personal information
Visual or sound quality of the
entertainment
The ability to access the entertainment
on the device of my choice
The ability to access the entertainment
on multiple devices
The ability to share the entertainment
Advertisement-free entertainment
More US respondents are willing to view / listen to advertising to get free entertainment; but won’t compromise on privacy
What are consumers willing to sacrifice for free entertainment?
US 2010
Q17. Which of the following would you be willing to sacrifice in order to get your entertainment for free?Base: US respondents (n=517)
US 2011
19
49%
35%
12%
3% 1%
56%
32%
10%
2% 1%
Very negatively Somewhat negatively
Neither positively nor negatively
Somewhat positively
Very positively
UK USImpact of moving from free to paid/subscription
models for entertainment
Overwhelmingly the move from free to paid/subscription models is received negatively
Q14. If your favorite media companies started requiring a paid subscription for previously free entertainment, how would this impact
your feelings toward those companies?
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
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So what does this tell us?
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Movie studios and Network TV companies are top of mind in US Entertainment
Q2. When you think about the entertainment sector, which companies come to mind? Please list any companies that you can think of.
Base: US respondents (n=517)
Top of Mind Entertainment Companies (by Category)
*NOTE: Data has been optimized for visual presentation and is different from the actual frequency distribution.
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Entertainment companies must embrace the three points of attention
Entertainment Content
Technological Device
Social Conversation
Social Entertainment