Wiggin 2012 Digital Entertainment Survey

2012 Digital Entertainment Survey Full report

Entertainment Media Research is Europe’s foremost research consultancy for entertainment and music. It was founded in 1997 by the former Head of Music Information at MTV Europe in anticipation of the digital entertainment revolution. Today, Entertainment Media Research is an international business headquartered in London serving the entertainment, media and advertising industries. We combine quantitative research skills with entertainment sector expertise and branding consultancy to offer a unique and powerful service to brands and technology providers in the entertainment industry.

www.entertainmentmediaresearch.com

2

Wiggin LLP is a boutique law firm with an ethos of innovation and creativity. It is recognised by many as the best in the media business and has been a pioneer in media for over 20 years. The firm specialises exclusively in working with clients operating in or across the music, film, TV, broadcast, digital media, sport, betting and gaming, technology, publishing and computer games sectors. It has earned an international reputation for fresh thinking and innovative approaches. Clients include BBC Worldwide, Bauer, BT, Channel 4, Columbia Pictures, Condé Nast, Discovery, Disney, Endemol, FACT, Fox, HBO, Hodder & Stoughton, Ingenious, ITV, The International Cricket Council, Manchester United FC, Marvel, MPA, Paramount Pictures, Party Gaming, Perform, PPL, Racing UK, Random House, Time Warner Books, Times Newspapers, Turf TV, Twentieth Century Fox, UEFA, UKTV, Virgin Media and Warner Bros. www.wiggin.co.uk

Contents

Page 4 Methodology

Page 5 Sample profile

Detailed findings

Page 6 Entertainment and digital activity audit

Page 14 Future trends

Page 17 Technology and device ownership

Page 23 Attitudes towards brands Page 38 Social networks Page 60 Video Page 63 Internet connected TV Page 76 3DTV

Page 79 Content and Devices Page 96 Apps Page 103 Reviews and Platforms Page 110 Subscription models

Page 118 Data Privacy

3

Methodology

• The findings are based on a large-scale online survey of 2,500 UK respondents, representative of the national demographic conducted in March 2012

• The survey was commissioned by Wiggin

• Readers are welcome to use data in this report but such use must acknowledge the 2012 Digital Entertainment Survey from Entertainment Media Research and Wiggin as the source

Please note that percentages may not add exactly due to rounding

For more information, please contact: Wiggin www.wiggin.co.uk +44 (0) 1242 224114 Alexander Ross, Partner – Music , Publishing and Technology [email protected] Emma Massingham, Client Relationship and Business Development Manager [email protected] Entertainment Media Research www.entertainmentmediaresearch.com +44 (0) 207 240 1222 Russell Hart, CEO [email protected] Gareth Edwards, Senior Research Manager [email protected] Patrick Johnston, Head of Business Development [email protected]

All research, analysis and reporting conducted by Entertainment Media Research, Europe’s number 1 music and entertainment research agency

4

http://www.wiggin.co.uk/







mailto:[email protected]














http://www.entertainmentmediaresearch.com/




















Sample profile

Sample has been weighted to reflect the national demographics of the UK

50% male

50% female

5

Weighted

%

Male 15-19 6%

Male 20-24 6%

Male 25-34 10%

Male 35-44 11%

Male 45-54 9%

Male 55-64 8%

Female 15-19 6%

Female 20-24 6%

Female 25-34 10%

Female 35-44 11%

Female 45-54 9%

Female 55-64 8%

London 12%

South 31%

Midlands 16%

North 25%

Wales 5%

Northern Ireland 3%

Scotland 8%

Total 100%

Entertainment and digital activity audit

6

60%

53%

46%

44%

43%

37%

32%

32%

30%

26%

24%

19%

19%

18%

18%

15%

15%

14%

13%

13%

21%

16%

12%

24%

26%

22%

30%

19%

19%

30%

22%

21%

34%

16%

24%

15%

16%

14%

17%

20%

8%

9%

6%

13%

16%

13%

19%

12%

14%

18%

15%

13%

28%

14%

20%

10%

16%

15%

21%

22%

3%

3%

4%

4%

3%

4%

3%

5%

4%

3%

3%

6%

5%

3%

4%

14%

4%

6%

4%

3%

6%

16%

28%

13%

9%

18%

14%

28%

28%

19%

29%

35%

13%

43%

28%

38%

42%

45%

40%

36%

2%

3%

3%

2%

3%

6%

2%

4%

5%

3%

6%

6%

2%

6%

6%

9%

6%

5%

5%

6%

Watch live scheduled television

Use social network sites

Watch Sky, Virgin or other subscription tv service

Watch recorded television

Read paperback or hardback books / novels

Listen to AM/FM/DAB radio

Read paper magazines

Use mobile device to surf Internet

Play online computer games on PC or console

Watch catch-up TV over the internet

Play games on mobile phone or other mobile device

Download Apps onto mobile phone/tablet

Go to cinema

Play games on social network sites

Listen to radio streamed over the Internet

Read e-books

Play games on a handheld device eg PSP, Nintendo DS

Watch Pay-per-view / On-demand movies via Sky or cabletelevision

Rent DVDs

Read other peoples' blogs

Regularly Occasionally Rarely Plan to start in next 6 months No plans to start Unfamiliar

Entertainment activity audit Top 20 of 40

Question 3: Please tell us whether you do any of these leisure activities?

7 Base: Q3, All respondents (2,500)

This slide shows the activities done most

regularly by consumers.

Unremarkably watching regular

scheduled TV tops the list. This is

followed by using social networks and

watching subscription TV.

Other digital entertainment activities

done regularly include using mobile

devices to surf the internet, playing

online computer games and watching

catch-up TV over the internet.

11%

11%

10%

10%

9%

9%

9%

8%

8%

8%

7%

6%

6%

6%

5%

5%

5%

5%

4%

4%

12%

16%

19%

12%

14%

12%

11%

13%

8%

8%

10%

6%

10%

8%

8%

8%

7%

7%

5%

8%

10%

13%

21%

10%

16%

11%

10%

15%

8%

7%

10%

4%

8%

7%

7%

8%

7%

6%

5%

7%

12%

5%

5%

6%

5%

6%

7%

4%

8%

14%

6%

7%

9%

4%

6%

3%

3%

2%

3%

3%

48%

43%

39%

54%

42%

52%

56%

50%

58%

54%

56%

63%

58%

55%

65%

56%

57%

58%

62%

61%

8%

13%

6%

8%

14%

10%

7%

10%

10%

10%

10%

13%

8%

21%

9%

21%

21%

22%

21%

18%

Purchase e-books

Listen to music for free but with adverts from…

Read magazines online

Watch movies or TV progs via games console

Watch video blogs (Vlogs)

Watch tv on PC via a PC tv-card

Watch Pay-per-view / On-demand movies over Internet

Swap files from hard drives or USB sticks

Play on 3D games consoles

Watch films or TV programmes at home in 3D

Purchase digital enhancements for use in game

Pay a monthly fee to a music streaming service

Write your own blog

D/l unauth films or tv progs - linking and hosting sites

Watch Pay-per-view / On-demand movies on Mobile

D/l unauth music - filesharing sites

D/l unauth films or tv programmes - filesharing sites

D/l or stream unauth music - linking and hosting sites

D/l unauth copies of e-books

D/l unauth games or software applications

Regularly Occasionally Rarely Plan to start in next 6 months No plans to start Unfamiliar

Entertainment activity audit 21 to 49

Question 3: Please tell us whether you do any of these leisure activities?


This slide shows the rest of the activities

conducted regularly by consumers.

Ente

rtai

nm

en

t ac

tivi

ty a

ud

it b

y d

em

ogr

aph

ics

9

% Do regularly Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-19 F 20-24 F 25-34 F 35-44 F 45-54 F 55-64

Watch live scheduled television 60% 47% 41% 55% 62% 70% 79% 47% 43% 51% 58% 73% 78%

Use social network sites 53% 63% 61% 59% 49% 40% 25% 79% 72% 67% 56% 44% 36%

Watch Sky or other subscription television service 46% 42% 32% 50% 48% 51% 48% 43% 39% 47% 50% 50% 40%

Watch recorded television 44% 39% 36% 40% 47% 54% 41% 43% 32% 42% 49% 51% 50%

Read paperback or hardback books / novels 43% 26% 23% 29% 32% 40% 43% 38% 42% 49% 51% 57% 70%

Listen to AM/FM/DAB radio 37% 25% 34% 39% 40% 42% 42% 24% 26% 37% 37% 41% 38%

Read paper magazines 32% 16% 24% 31% 31% 32% 27% 25% 22% 40% 37% 44% 39%

Use your mobile device to surf the Internet 32% 50% 42% 44% 34% 22% 12% 43% 45% 41% 29% 19% 8%

Play online computer games on a PC or console 30% 51% 48% 45% 33% 25% 16% 29% 27% 31% 20% 20% 18%

Watch catch-up TV on internet using iPlayer, 4oD, etc 26% 40% 31% 30% 20% 20% 14% 44% 32% 28% 23% 21% 17%

Play games on mobile phone or other mobile device 24% 39% 38% 39% 25% 16% 4% 36% 33% 31% 20% 17% 8%

Download Apps onto your mobile phone/tablet 19% 34% 29% 28% 18% 8% 9% 27% 24% 26% 17% 11% 5%

Go to the cinema 19% 17% 21% 29% 22% 19% 9% 24% 19% 21% 17% 12% 16%

Play games on social network sites 18% 22% 30% 27% 18% 14% 7% 15% 20% 23% 19% 17% 10%

Listen to radio streamed over the Internet 18% 25% 29% 30% 22% 16% 12% 16% 14% 19% 14% 11% 10%

Read e-books 15% 9% 17% 20% 13% 12% 16% 12% 15% 19% 16% 17% 13%

Play games on a handheld device egNintendo DS 15% 24% 27% 25% 16% 8% 2% 15% 17% 19% 14% 9% 8%

Watch Pay-per-view / On-demand movies 14% 13% 24% 20% 18% 13% 7% 17% 13% 16% 10% 8% 6%

Rent DVDs 13% 9% 17% 22% 15% 14% 5% 12% 12% 20% 13% 9% 9%

Read other peoples' blogs 13% 17% 18% 21% 11% 9% 9% 14% 13% 18% 9% 6% 7%

Purchase e-books 11% 11% 15% 13% 9% 9% 10% 6% 9% 15% 12% 11% 9%

Stream music for free but with adverts from 11% 17% 22% 19% 10% 7% 4% 19% 12% 13% 7% 4% 2%

Read magazines online 10% 13% 17% 19% 13% 6% 3% 10% 11% 14% 7% 8% 4%

Watch movies / TV progs through games console 10% 23% 25% 18% 10% 4% 0% 10% 13% 13% 5% 1% 0%

Watch video blogs (Vlogs) 9% 18% 19% 19% 10% 5% 2% 15% 12% 11% 5% 1% 2%

Watch television on your PC via a PC tv-card 9% 17% 19% 15% 8% 8% 3% 11% 12% 12% 6% 3% 3%

Watch Pay-per-view/On-demand movies over Internet 9% 17% 16% 14% 10% 5% 2% 9% 11% 13% 6% 2% 1%

Swap files from hard drives or USB sticks 8% 15% 20% 21% 7% 4% 0% 11% 7% 13% 3% 2% 0%

Play on 3D games consoles 8% 10% 24% 20% 8% 5% 0% 8% 7% 9% 4% 0% 1%

Watch films or TV programmes at home in 3D 8% 11% 21% 18% 8% 2% 4% 7% 8% 12% 3% 3% 0%

Purchase digital enhancements for computer game 7% 16% 22% 19% 7% 3% 1% 10% 4% 10% 2% 0% 0%

Pay subscription to a music streaming service 6% 12% 18% 12% 7% 4% 0% 4% 9% 8% 3% 1% 1%

Write your own blog 6% 7% 14% 9% 7% 3% 1% 8% 8% 10% 3% 3% 2%

None of these 6% 7% 11% 9% 8% 5% 5% 7% 8% 7% 4% 2% 2%

D/l or stream unauth films/tv progs using hosting sites 6% 11% 12% 13% 7% 1% 1% 7% 9% 9% 1% 1% 0%

Watch Pay-per-view / On-demand movies on Mobille 5% 12% 19% 9% 5% 3% 1% 4% 5% 7% 2% 2% 0%

D/l unauth music using p2p filesharing sites 5% 8% 16% 14% 6% 0% 0% 4% 5% 9% 2% 1% 0%

D/l unauth films /tv progs using p2p filesharing sites 5% 14% 12% 14% 6% 1% 1% 2% 6% 7% 0% 1% 0%

D/l unauth music using linking and hosting sites 5% 11% 15% 10% 6% 2% 1% 3% 7% 5% 1% 1% 1%

D/l unauth copies of e-books 4% 10% 13% 10% 4% 1% 0% 0% 3% 6% 1% 0% 1%

D/l unauth games or software applications 4% 9% 10% 12% 6% 0% 0% 1% 4% 4% 1% 0% 0%

Base: Q3, All respondents (2,500)

Tracking those regularly doing each activity Top 15

60%

53%

46%

44%

43%

37%

32%

32%

30%

26%

24%

19%

19%

18%

18%

58%

47%

49%

43%

47%

38%

32%

26%

26%

29%

21%

21%

16%

19%

16%

66%

48%

43%

42%

48%

51%

34%

18%

20%

29%

16%

22%

7%

18%

18%


Use social network sites such asFacebook, Myspace or Bebo

Watch Sky, Virgin Media or othersubscription television service


Read paperback or hardback books /novels

Listen to AM/FM/DAB radio (notstreamed over the internet)

Read magazines

Use your mobile device to surf theInternet

Play online computer games on a PCor console


Play games on your mobile phone orother mobile device

Go to the cinema

Download Apps onto your mobilephone

Listen to radio streamed over theInternet


2012 2011 2010

% Regularly 10

2%

6%

-3%

1%

-4%

-1%

0%

6%

4%

-3%

3%

-2%

3%

-1%

2%

% Point Increase

2011-2012

This slide tracks those regularly doing

each activity from 2010 to 2012.

There are considerable increases since

2011 for using social networks and using

mobile devices to surf the internet.

There have also been increases for

playing games online, playing games on a

mobile device and downloading apps.

The main casualties have been reading

books, watching subscription TV and

watching catch-up TV over the internet.


Tracking those regularly doing each activity 16-29

15%

15%

14%

13%

13%

11%

11%

10%

9%

9%

8%

7%

9%

8%

16%

10%

10%

14%

11%

14%

7%

7%

8%

8%

7%

6%

6%

6%

18%

6%

7%

16%

10%

14%

0%

7%

6%

7%

0%

6%

5%

6%

Play games on a handheld device eg PSP,Nintendo DS

Read e-books

Watch Pay-per-view / On-demandmovies via Sky or cable

Rent DVDs


Listen to music for free with adverts fromstreaming sites

Purchase e-books

Watch movies or TV programmesthrough your games console

Watch television on your PC via a PC tv-card or USB tuner



Purchase digital enhancements orfeatures for use in a computer game

Watch Pay-per-view / On-demandmovies over the Internet

Watch films or TV programmes at homein 3D

2012 2011 2010

% Regularly 11

-1%

5%

4%

-1%

2%

-3%

4%

3%

1%

1%

1%

1%

3%

2%

% Point Increase

2010-2011

This slide tracks those regularly doing

additional activities from 2010 to 2012.

Since 2011 there have ben significant

increases in reading e-books, purchasing

e-books and watching pay-per-view/on-

demand movies on sky/cable.


Tracking those regularly doing each activity 30-37

% Regularly 12

6%

6%

6%

5%

5%

5%

4%

4%

7%

6%

5%

5%

5%

5%

4%

3%

5%

5%

4%

6%

0%

5%

0%

5%

Write your own blog

Download or stream unauthorised films ortv using linking and hosting sites

Pay a monthly fee (subscribe) to a musicstreaming service

Download unauthorised music using peerto peer filesharing sites

Watch Pay-per-view / On-demand movieson Mobile device

Download unauthorised films or tv usingpeer to peer filesharing sites

Download unauthorised copies of ebooks

Download unauthorised games

2012 2011 2010

-1%

0%

1%

0%

0%

0%

0%

1%

This slide tracks from 2010 to 2012 the

rest of the activities that people do

regularly.


Biggest movers Those doing each activity regularly 2012 vs. 2011

Base: Q3, All respondents (2,500) 13

6%

6%

5%

4%

4%

4%

3%

3%

3%

3%

2%

2%

2%

2%

1%

Use social network sites such as Facebook, Myspace or Bebo

Use your mobile device to surf the Internet

Read e-books

Play online computer games on a PC or console

Watch Pay-per-view / On-demand movies via Sky or cable

Purchase e-books

Play games on your mobile phone or other mobile device

Download Apps onto your mobile phone

Watch movies or TV programmes through your games console

Watch Pay-per-view / On-demand movies over the Internet






% Point Increase 2011 - 2012

Future trends

14

40%

39%

38%

38%

36%

34%

34%

33%

33%

32%

30%

30%

30%

30%

29%

29%

28%

28%

28%

27%

52%

54%

51%

51%

51%

57%

61%

53%

62%

60%

59%

65%

59%

62%

56%

64%

62%

56%

54%

63%

8%

7%

11%

11%

13%

8%

5%

14%

6%

8%

11%

5%

11%

9%

15%

8%

10%

16%

18%

10%

Purchase e-books

Read e-books

Write your own blog


Pay a monthly fee (subscribe) to a music streaming…

Watch Pay-per-view / On-demand movies over the…

Use mobile device to surf Internet


Download Apps onto mobile phone/tablet

Watch movies or TV progs through games console

Watch Pay-per-view / On-demand movies on Mobile


Purchase digital enhancements for computer game

Go to cinema

D/l unauth copies of e-books

Read paperback or hardback books / novels

Watch television on your PC via a PC tv-card or USB…

D/l unauth music - filesharing sites

D/l unauth games or software applications

Listen to music for free but with adverts from…

Do more in next 12 months No change in next 12 months Do less in next 12 months

Future intentions (Among those doing each activity) Top 20 of 40

15

Question 6: And in the next few months do you expect that you'll be being doing these activities more or less often than now?

Base: Q6, All respondents doing each activity (bases differ)

Consumers that do each activity are

asked whether they expect to be doing

the activity more or less frequently in the

foreseeable future.

Purchasing e-books, reading e-books,

writing own blog and watching 3D films

or TV programmes top the list.

Using mobile devices to surf the internet,

playing on 3D games consoles and

downloading apps onto a mobile device

also rank highly, as does watching pay

per view movies on a mobile device and

watching catch-up TV on the internet.

26%

26%

26%

26%

26%

25%

25%

24%

24%

24%

24%

23%

23%

23%

23%

22%

20%

19%

19%

17%

56%

66%

55%

63%

65%

60%

70%

66%

59%

68%

70%

68%

67%

68%

66%

64%

74%

62%

75%

74%

17%

8%

19%

11%

10%

15%

5%

9%

17%

8%

6%

8%

10%

9%

12%

14%

6%

18%

6%

10%

D/l or stream unauth music - linking and hosting sites


D/l unauth films or tv programmes - filesharing sites

Swap files from hard drives or USB sticks with friends

Play online computer games on PC or console



Play games on mobile phone or other mobile device

D/l unauth films or tv - linking and hosting sites

Listen to radio streamed over the Internet

Watch Sky, Virgin Media or other subscription service

Use social network sites

Watch Pay-per-view movies via Sky or cable



Play games on handheld device eg PSP


Rent DVDs

Listen to AM/FM/DAB radio

Read paper magazines

Do more in next 12 months No change in next 12 months Do less in next 12 months

Future intentions (Among those doing each activity) Top 21 to 40

16

Question 6: And in the next few months do you expect that you'll be being doing these activities more or less often than now?

This slide shows the other activities that

consumers expect to be doing more or

less often in the next 12 months.

Base: Q6, All respondents doing each activity (bases differ)

Technology ownership

17

Technology owned Top 15 of 30

Question 7: Please indicate which of the following devices you currently own or are seriously considering buying in the next few months.

87%

74%

73%

65%

65%

57%

47%

45%

39%

39%

38%

35%

34%

32%

31%

5%

7%

7%

6%

6%

7%

7%

8%

9%

9%

7%

9%

7%

7%

8%

3%

5%

6%

8%

7%

6%

4%

8%

10%

7%

7%

10%

8%

10%

7%

5%

14%

14%

21%

22%

30%

41%

39%

42%

46%

48%

46%

52%

51%

55%

PC/laptop

A wireless internet network at home

Digital Camera (not on a mobile)

A 'high definition' (HD) ready television set

Smartphone

Freeview (without TV subscriptions)

Mobile phone that can make calls and text

DVD Recorder

An external hard drive to store media

Nintendo Wii

Satellite television (monthly subscription to Sky)

DAB radio

Sky +

DVR (Digital Video Recorder)

Freeview (plus Top Up TV subscriptions)

Own this Access as if my own

Don't own but will get in next 6 mths Don't own & will not get in next 6 mths


This slide shows the technology devices

consumers own or plan to acquire in the

next 6 months.

Apart from a PC/laptop and wireless

internet, the devices with the highest

ownership are digital cameras and a high

definition TV.

Technology owned 15 to 30

19

Question 7: Please indicate which of the following devices you currently own or are seriously considering buying in the next few months

27%

24%

23%

21%

21%

20%

18%

17%

13%

12%

10%

5%

5%

4%

3%

8%

7%

8%

9%

8%

7%

8%

7%

8%

8%

7%

6%

6%

6%

6%

7%

7%

8%

15%

12%

11%

20%

6%

9%

9%

13%

10%

9%

8%

7%

58%

63%

61%

54%

59%

62%

54%

70%

70%

72%

70%

79%

80%

82%

84%

Xbox 360

Cable television

Playstation 3

A Kindle or other e-book reader

Internet connected TV

A Blu-ray player (not a Playstation 3)

Tablet /iPad

Sony PSP

Computer with TV viewing card

Nintendo 3DS

3D television set

Playstation Vita

Apple TV set top box

Ultrabook

Slingbox

Own this Access as if my own

Don't own but will get in next 6 mths Don't own & will not get in next 6 mths


This slide shows the other technology

devices that consumers own or plan to

acquire in the next 6 months.

The tablet and e-book reader are the

devices in greatest demand and most

likely to be purchased over the next six

months.

Technology owned

20

Question 7: Please indicate which of the following devices you currently own or are seriously considering buying in the next few months

% Own this Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-19 F 20-24 F 25-34 F 35-44 F 45-54 F 55-64

PC/laptop 87% 74% 75% 85% 87% 89% 94% 84% 84% 88% 90% 94% 92%

A wireless internet network at home 74% 63% 68% 77% 79% 76% 70% 76% 76% 77% 81% 75% 65%

Digital Camera (not on a mobile phone) 73% 51% 52% 71% 73% 77% 80% 67% 70% 78% 78% 79% 80%

A mobile phone that can access Internet 65% 63% 62% 75% 73% 60% 48% 77% 77% 77% 71% 54% 36%

A 'high definition' (HD) ready television set 65% 61% 54% 69% 62% 70% 73% 53% 52% 66% 70% 68% 69%

Freeview (without subscription channels) 57% 47% 46% 53% 61% 59% 71% 46% 50% 53% 60% 65% 63%

Mobile phone that can make calls and text, but little else 47% 47% 38% 44% 38% 44% 57% 41% 34% 47% 49% 60% 64%

DVD Recorder 45% 38% 32% 34% 44% 53% 55% 43% 29% 39% 47% 56% 61%

Nintendo Wii 39% 40% 37% 42% 40% 32% 15% 47% 43% 46% 55% 35% 24%

An external hard drive to store media 39% 42% 49% 55% 40% 38% 36% 41% 43% 41% 37% 28% 22%

Satellite television 38% 29% 36% 49% 38% 37% 31% 40% 35% 42% 42% 36% 31%

DAB radio 35% 28% 31% 37% 39% 44% 41% 29% 19% 29% 35% 38% 39%

Sky + 34% 25% 37% 46% 37% 34% 24% 32% 31% 40% 39% 32% 25%

DVR (Digital Video Recorder) ie Hard drive recorder 32% 21% 30% 32% 42% 37% 43% 20% 13% 27% 34% 39% 35%

Freeview (plus Top Up TV channels) 31% 35% 33% 37% 31% 33% 23% 33% 28% 32% 28% 28% 28%

Xbox 360 27% 45% 43% 46% 32% 21% 7% 23% 31% 33% 27% 18% 6%

Cable television 24% 30% 26% 27% 30% 28% 23% 23% 15% 24% 20% 22% 14%

Playstation 3 23% 27% 40% 44% 31% 23% 5% 17% 27% 28% 15% 13% 3%

A Kindle or other e-book reader 21% 15% 25% 23% 22% 20% 24% 10% 21% 25% 24% 25% 18%

Internet connected TV 21% 23% 30% 28% 22% 18% 16% 17% 14% 24% 23% 16% 14%

A Blu-ray player (not a Playstation 3) 20% 14% 22% 34% 25% 21% 22% 14% 9% 20% 18% 14% 11%

Tablet /iPad 18% 18% 25% 26% 19% 14% 10% 14% 16% 26% 17% 13% 9%

Sony PSP 17% 39% 36% 25% 21% 11% 2% 13% 10% 23% 13% 7% 3%

Computer with TV viewing card 13% 15% 22% 24% 18% 19% 10% 8% 10% 14% 8% 5% 4%

Nintendo 3DS 12% 18% 22% 21% 14% 6% 2% 9% 10% 17% 11% 7% 5%

3D television set 10% 16% 21% 18% 11% 9% 7% 5% 6% 12% 6% 2% 3%

Apple TV set top box 5% 10% 14% 11% 4% 2% 1% 5% 5% 8% 2% 0% 1%

Playstation Vita 5% 9% 15% 15% 5% 3% 0% 2% 3% 9% 1% 1% 0%

Ultrabook 4% 8% 14% 11% 3% 1% 0% 1% 2% 7% 1% 0% 1%

Slingbox 3% 7% 14% 8% 3% 1% 0% 1% 2% 4% 1% 1% 0%


28%

26%

14%

14%

12%

12%

11%

11%

10%

10%

9%

9%

9%

9%

9%

8%

7%

7%

6%

6%

5%

4%

4%

1%

The new iPad - £650

iPhone 5 - £600

46" HD Internet connected TV – £750

Amazon Kindle - £90

Amazon Kindle Fire - £250

Wii U – £250

46" HD 3D Internet connected TV - £950

Windows 8 software – £120

32" HD Internet connected TV - £450

Samsung Galaxy S3 - £500

Updated Xbox 360 - £300

Playstation Vita - £210

Sonos Wireless music system - £350

Samsung Galaxy Tab (new version) - £500

32" HD 3D Internet connected TV - £600

Nintendo 3DS - £135

32" HD TV without internet - £250

Apple HD TV set - £250

Nokia PureView 808 - £465

Windows 8 Tablet - £600

Dell XPS 13 Ultrabook - £1,100

Samsung Series 5 14" Ultrabook – £900

Windows 8 Mobile - £500

Boxee Box by D-Link - £165

Question 8: Imagine that you have up to £1,500 of your own hard-earned cash to spend on consumer technology in the next 12 months. Which of the following items would you buy? Please note you can choose any combination of items, you cannot spend more than £1,500 and you do not have to spend the whole amount.

21

Consumer spend with £1,500 budget


Consumers are asked how they would

spend a budget of £1,500 of their money

over the next 12 months.

The new iPad and iPhone 5 are the most

popular items, followed by a 46” HD

Internet connected TV, Amazon Kindle

and Amazon Kindle Fire..

Question 8: Imagine that you have up to £1,500 of your own hard-earned cash to spend on consumer technology in the next 12 months. Which of the following items would you buy? Please note you can choose any combination of items, you cannot spend more than £1,500 and you do not have to spend the whole amount.

22

Consumer spend with £1,500 budget

% Applies Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-19 F 20-24 F 25-34 F 35-44 F 45-54 F 55-64

The new iPad - £650 28% 28% 22% 18% 19% 19% 23% 46% 35% 31% 38% 35% 29%

iPhone 5 - £600 26% 26% 34% 21% 21% 19% 15% 53% 36% 32% 26% 22% 20%

Amazon Kindle Wireless Reading Device - £90 14% 6% 7% 11% 11% 11% 15% 16% 15% 16% 16% 15% 21%

46" HD Internet connected TV – £750 14% 8% 11% 20% 16% 15% 22% 10% 11% 13% 16% 13% 13%

Amazon Kindle Fire - £250 12% 9% 9% 12% 10% 15% 12% 11% 14% 14% 15% 14% 11%

Wii U – £250 12% 9% 11% 12% 12% 8% 6% 13% 13% 15% 15% 14% 7%

46" HD 3D Internet connected TV - £950 11% 11% 7% 17% 17% 17% 12% 5% 7% 9% 8% 11% 7%

Windows 8 software – £120 11% 8% 14% 15% 13% 17% 18% 6% 6% 8% 9% 8% 12%

32" HD Internet connected TV - £450 10% 6% 11% 9% 10% 9% 14% 7% 6% 13% 10% 11% 13%

Samsung Galaxy S3 - £500 10% 16% 11% 12% 13% 10% 10% 11% 8% 11% 7% 5% 8%

Samsung Galaxy Tab (new version) - £500 9% 9% 10% 11% 12% 12% 5% 5% 8% 8% 8% 9% 5%

32" HD 3D Internet connected TV - £600 9% 13% 9% 10% 9% 11% 10% 3% 5% 6% 9% 9% 11%

Playstation Vita - £210 9% 23% 16% 14% 15% 8% 2% 5% 9% 8% 7% 3% 4%

Sonos Wireless music system - £350 9% 10% 6% 6% 8% 11% 11% 6% 8% 7% 10% 12% 11%

Updated Xbox 360 - £300 9% 20% 19% 15% 10% 8% 2% 5% 11% 8% 10% 5% 4%

Nintendo 3DS - £135 8% 8% 13% 8% 6% 4% 5% 11% 9% 10% 10% 6% 4%

32" HD TV without internet connectivity - £250 7% 9% 10% 8% 6% 9% 6% 7% 9% 8% 5% 8% 6%

Apple HD TV set - £250 7% 8% 5% 10% 7% 8% 5% 7% 9% 9% 6% 4% 4%

Windows 8 Tablet - £600 6% 6% 9% 5% 7% 9% 5% 1% 4% 5% 7% 5% 2%

Nokia PureView 808 (with 41mp camera) - £465 6% 2% 4% 5% 6% 7% 8% 6% 4% 5% 9% 6% 4%

Dell XPS 13 Ultrabook - £1,100 5% 2% 8% 3% 5% 4% 7% 4% 2% 4% 5% 6% 3%

Windows 8 Mobile - £500 4% 10% 5% 5% 4% 3% 3% 3% 1% 2% 3% 3% 3%

Samsung Series 5 530U4B 14" Ultrabook – £900 4% 9% 5% 7% 4% 6% 3% 1% 3% 3% 3% 3% 5%

Boxee Box by D-Link - £165 1% 1% 5% 2% 1% 0% 0% 0% 1% 1% 1% 0% 0%


Attitudes towards brands

23

31% 5% 5% 5%

4% 4%

4% 3% 3% 3% 3%

2% 2% 2% 2% 2% 2% 2% 2% 2% 2%

1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 0%

AppleSamsung

GoogleMicrosoft

SkyBlackBerry

Virgin MediaFacebook

BBCKindle

AmazonPanasonic

YouTubeDisney

LovefilmDell

NintendoNetflix

Sony EricssonLG

NokiaPhillipsTwitter

O2Channel 4

Yahoo!BT

ITVOrange

VodafonePC World

HMVMotorola

ToshibaKobo

Question 9: Please now look at the following entertainment brands and tell us which brands you most associate with each statement. Please select up to 5 brands for each attribute. INNOVATIVE

24

Innovative brands


This slide shows that respondents are

most likely to rank Apple as the most

innovative brand. Females are most likely

to say this.


25

Innovative brands

% Applies Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-19 F 20-24 F 25-34 F 35-44 F 45-54 F 55-64 Apple 31% 28% 24% 26% 28% 27% 31% 33% 33% 38% 35% 33% 34%

Google 5% 10% 8% 5% 7% 4% 1% 8% 5% 5% 5% 2% 2%

Microsoft 5% 6% 1% 5% 5% 5% 8% 1% 3% 4% 4% 8% 5%

Samsung 5% 4% 4% 6% 7% 8% 4% 5% 6% 3% 6% 6% 3%

BlackBerry 4% 3% 1% 4% 5% 6% 5% 7% 5% 3% 3% 5% 6%

Sky 4% 0% 4% 7% 4% 7% 4% 5% 4% 4% 4% 4% 5%

Virgin Media 4% 0% 2% 2% 4% 6% 5% 3% 1% 3% 6% 6% 7%

BBC 3% 4% 4% 3% 3% 2% 6% 1% 3% 2% 2% 3% 5%

Facebook 3% 7% 5% 5% 2% 3% 2% 4% 5% 3% 3% 2% 0%

Amazon 3% 4% 2% 3% 4% 2% 2% 1% 2% 4% 3% 3% 3%

Kindle 3% 0% 2% 2% 3% 2% 4% 2% 2% 3% 5% 5% 5%

Dell 2% 3% 3% 1% 2% 3% 2% 1% 2% 1% 2% 1% 0%

Disney 2% 0% 1% 2% 1% 3% 2% 2% 4% 2% 2% 2% 2%

Nintendo 2% 1% 5% 1% 1% 2% 1% 4% 2% 0% 1% 1% 2%

Nokia 2% 0% 2% 3% 2% 1% 2% 1% 1% 2% 1% 2% 0%

Sony Ericsson 2% 1% 1% 2% 2% 1% 2% 0% 3% 2% 1% 1% 2%

YouTube 2% 4% 3% 3% 1% 3% 0% 3% 3% 2% 1% 1% 1%

LG 2% 1% 1% 3% 1% 2% 3% 1% 1% 2% 1% 1% 2%

Panasonic 2% 1% 1% 2% 2% 1% 4% 1% 3% 2% 2% 3% 2%

Netflix 2% 0% 1% 1% 2% 1% 1% 3% 3% 2% 1% 2% 3%

Lovefilm 2% 8% 1% 2% 2% 0% 1% 2% 2% 2% 1% 0% 3%

BT 1% 3% 1% 0% 1% 1% 0% 1% 1% 2% 0% 1% 0%

HMV 1% 0% 3% 0% 0% 0% 0% 2% 0% 0% 1% 0% 1%

ITV 1% 1% 1% 0% 2% 1% 0% 1% 1% 0% 1% 1% 1%

O2 1% 2% 2% 0% 2% 0% 0% 1% 1% 2% 1% 1% 1%

Orange 1% 0% 1% 1% 2% 0% 1% 1% 0% 1% 0% 0% 1%

Vodafone 1% 0% 1% 0% 1% 1% 1% 0% 1% 0% 0% 0% 2%

Yahoo! 1% 1% 2% 3% 0% 0% 0% 1% 0% 2% 1% 0% 0%

Channel 4 1% 2% 1% 1% 0% 2% 1% 1% 1% 2% 1% 0% 0%

Phillips 1% 2% 2% 1% 1% 1% 4% 0% 1% 1% 1% 0% 0%

Toshiba 1% 0% 1% 1% 0% 0% 1% 0% 0% 1% 1% 1% 0%

Twitter 1% 1% 2% 1% 0% 0% 1% 4% 1% 1% 1% 1% 0%

Motorola 1% 1% 1% 1% 1% 1% 0% 0% 1% 0% 0% 0% 0%

PC World 1% 0% 3% 2% 1% 0% 0% 1% 1% 0% 0% 0% 1%

Kobo 0% 0% 1% 1% 0% 0% 0% 1% 0% 0% 1% 0% 0%


23% 8%

5% 5%

4% 4%

3% 3% 3% 3% 3% 3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 1%

1% 1% 1% 1%

0% 0% 0% 0%

0%

AppleSamsung

FacebookGoogle

MicrosoftBlackBerry

PhillipsYouTube

SkyBBC

NokiaVirgin Media

DellYahoo!

O2MotorolaPC WorldLovefilm

Channel 4Amazon

NintendoPanasonic

LGSony Ericsson

BTHMV

TwitterKindleDisney

ToshibaVodafone

ITVKobo

OrangeNetflix


26

Innovative brands – First adopters

Base: Q9, All first adopters of technology (236)

This slide shows that just under a quarter

(23%) of first adopters think that Apple is

an innovative brand.

33% 6%

6%

5% 4%

4%

4%

3%

3%

3%

3%

3%

2%

2%

2%

2%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

0%

0%

0%

0%

Apple

BlackBerry

SamsungSky

MicrosoftBBC

Amazon

Panasonic

Kindle

Facebook

Dell

Google

Sony Ericsson

Virgin Media

Nintendo

Disney

LG

O2

Nokia

YouTube

Twitter

Phillips

Toshiba

ITV

Lovefilm

Netflix

Orange

PC World

Channel 4

BT

Vodafone

Yahoo!

HMV

Kobo

Motorola

Question 9: Please now look at the following entertainment brands and tell us which brands you most associate with each statement. Please select up to 5 brands for each attribute. HIGHLY DESIRABLE

27

Highly desirable brands


This slide shows that Apple is the most

highly desired brand. Females are more

likely than their male counterparts to say

this.


28


% Applies Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-19 F 20-24 F 25-34 F 35-44 F 45-54 F 55-64 Apple 33% 35% 29% 28% 31% 28% 21% 46% 40% 40% 37% 28% 30%

BlackBerry 6% 7% 6% 6% 6% 7% 7% 5% 8% 4% 7% 8% 8%

Samsung 6% 6% 3% 7% 8% 8% 8% 5% 2% 4% 6% 9% 4%

Sky 5% 1% 7% 5% 7% 8% 6% 5% 2% 5% 3% 3% 6%

BBC 4% 1% 3% 0% 2% 6% 12% 1% 2% 1% 2% 5% 7%

Microsoft 4% 9% 3% 5% 5% 4% 4% 0% 1% 2% 4% 3% 4%

Amazon 4% 0% 3% 1% 6% 4% 5% 3% 2% 4% 4% 2% 5%

Dell 3% 1% 3% 4% 3% 4% 4% 2% 3% 2% 1% 3% 2%

Facebook 3% 7% 3% 4% 1% 0% 0% 4% 6% 4% 3% 2% 0%

Google 3% 2% 5% 2% 2% 2% 2% 5% 4% 2% 2% 2% 1%

Panasonic 3% 0% 2% 3% 3% 5% 5% 0% 1% 3% 2% 5% 5%

Kindle 3% 1% 3% 3% 2% 4% 3% 1% 0% 3% 3% 6% 6%

Disney 2% 0% 1% 1% 1% 1% 0% 3% 3% 2% 2% 2% 3%

Nintendo 2% 0% 6% 2% 2% 2% 1% 3% 3% 1% 2% 2% 0%

Sony Ericsson 2% 2% 1% 4% 3% 2% 1% 0% 4% 2% 2% 3% 2%

Virgin Media 2% 1% 1% 1% 2% 2% 4% 1% 1% 1% 2% 5% 3%

BT 1% 3% 0% 1% 0% 1% 1% 1% 1% 1% 0% 0% 0%

ITV 1% 1% 2% 1% 0% 0% 0% 0% 1% 1% 1% 2% 2%

Nokia 1% 0% 1% 3% 3% 0% 1% 0% 2% 2% 1% 2% 0%

O2 1% 4% 1% 2% 1% 2% 1% 1% 3% 2% 1% 1% 1%

Orange 1% 0% 1% 2% 1% 0% 2% 0% 2% 0% 0% 0% 1%

Vodafone 1% 0% 1% 0% 0% 0% 1% 1% 2% 0% 1% 0% 1%

YouTube 1% 5% 4% 1% 1% 1% 0% 3% 1% 2% 1% 0% 0%

Channel 4 1% 1% 1% 1% 0% 0% 1% 1% 1% 1% 1% 0% 0%

LG 1% 1% 1% 1% 3% 2% 2% 1% 0% 3% 2% 1% 1%

Phillips 1% 0% 1% 3% 1% 1% 1% 1% 0% 0% 2% 2% 0%

Toshiba 1% 3% 0% 0% 1% 1% 3% 0% 1% 1% 1% 1% 3%

Netflix 1% 0% 1% 2% 0% 0% 1% 0% 1% 0% 1% 1% 0%

Lovefilm 1% 4% 0% 0% 2% 0% 0% 1% 1% 2% 0% 0% 2%

Twitter 1% 1% 2% 2% 1% 1% 0% 3% 1% 1% 1% 0% 1%

PC World 1% 0% 3% 0% 1% 1% 0% 1% 0% 1% 2% 0% 0%

HMV 0% 1% 2% 1% 0% 0% 0% 1% 1% 0% 0% 0% 0%

Yahoo! 0% 1% 1% 0% 0% 1% 0% 1% 0% 1% 1% 0% 0%

Motorola 0% 0% 0% 1% 0% 0% 1% 0% 0% 0% 0% 0% 0%

Kobo 0% 1% 1% 0% 0% 0% 0% 1% 0% 0% 0% 0% 1%


26% 7%

6%

5% 5%

5%

4%

4%

3%

3%

2%

2%

2%

2%

2%

2%

2%

2%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

0%

0%

Apple

Microsoft

SamsungGoogle

SkyFacebook

BlackBerry

Sony Ericsson

YouTube

O2

Kindle

Nintendo

Amazon

Virgin Media

Panasonic

Lovefilm

Nokia

Channel 4

Orange

Twitter

HMV

ITV

Dell

BBC

Yahoo!

LG

Disney

PC World

Phillips

BT

Kobo

Toshiba

Vodafone

Netflix

Motorola


29


Base: Q9, All first adopters (236)

This slide shows that just over a quarter

of first adopter consumers believe that

Apple is a highly desirable brand.

15% 11%

7% 6% 6%

5% 4% 4% 4%

3% 3% 3% 2% 2% 2%

2% 2% 2% 2% 2% 1% 1%

1% 1% 1% 1% 1% 1%

1% 1% 1% 1% 1% 0% 0%

BBCApple

AmazonSamsung

GoogleSky

NokiaMicrosoftPanasonic

Virgin MediaO2

Sony EricssonBT

FacebookDisney

BlackBerryDell

PhillipsOrangeToshiba

ITV

LGYouTube

Channel 4VodafoneNintendoLovefilm

Kindle

PC WorldHMV

TwitterYahoo!Netflix

Motorola

Kobo

Question 9: Please now look at the following entertainment brands and tell us which brands you most associate with each statement. Please select up to 5 brands for each attribute. RELIABLE

30

Reliable brands


This slide shows that the BBC is seen as

the most reliable brand (15% said this).

Respondents aged 55 or above are most

likely to say this.

Just over one in ten (11%) respondents

said that Apple is a reliable brand.

Question 9: Please now look at the following entertainment brands and tell us which brands you most associate with each statement. Please select up to 5 brands for each attribute. RELIABLE

31

Reliable brands

% Applies Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-19 F 20-24 F 25-34 F 35-44 F 45-54 F 55-64 BBC 15% 12% 6% 7% 15% 16% 27% 11% 12% 7% 14% 20% 28%

Apple 11% 11% 11% 12% 9% 10% 7% 13% 14% 12% 11% 11% 13%

Amazon 7% 9% 4% 5% 9% 11% 6% 6% 6% 8% 10% 9% 5%

Google 6% 7% 14% 6% 5% 3% 3% 11% 10% 6% 6% 5% 4%

Samsung 6% 6% 5% 8% 9% 7% 5% 7% 3% 6% 5% 6% 6%

Sky 5% 3% 2% 6% 7% 5% 6% 5% 6% 4% 6% 4% 6%

Microsoft 4% 5% 5% 4% 3% 3% 3% 4% 5% 5% 4% 4% 3%

Nokia 4% 8% 3% 5% 3% 3% 5% 6% 4% 6% 4% 3% 2%

Panasonic 4% 1% 2% 3% 3% 6% 6% 1% 2% 2% 4% 5% 6%

O2 3% 4% 3% 3% 2% 1% 2% 3% 3% 3% 3% 5% 2%

Sony Ericsson 3% 3% 5% 4% 2% 2% 2% 2% 1% 5% 2% 2% 1%

Virgin Media 3% 1% 1% 2% 5% 4% 4% 3% 1% 1% 2% 5% 6%

BlackBerry 2% 0% 4% 3% 2% 2% 2% 1% 1% 2% 3% 0% 2%

BT 2% 1% 3% 3% 2% 4% 3% 0% 1% 2% 3% 3% 2%

Dell 2% 2% 1% 2% 2% 2% 3% 2% 2% 1% 2% 2% 2%

Disney 2% 0% 2% 3% 0% 0% 1% 2% 3% 5% 3% 2% 1%

Facebook 2% 4% 3% 5% 1% 1% 0% 3% 4% 2% 1% 1%

Orange 2% 0% 0% 3% 2% 0% 2% 2% 3% 2% 3% 1% 2%

Phillips 2% 0% 3% 1% 2% 3% 3% 1% 1% 1% 2% 2% 2%

Toshiba 2% 3% 3% 1% 2% 1% 2% 1% 3% 2% 0% 1% 0%

HMV 1% 0% 1% 1% 1% 0% 0% 1% 2% 1% 0% 0%

ITV 1% 1% 2% 0% 0% 2% 0% 2% 1% 2% 2% 3% 1%

Nintendo 1% 1% 2% 1% 3% 0% 0% 3% 1% 0% 2% 0%

Vodafone 1% 1% 0% 0% 1% 2% 2% 1% 1% 1% 1% 1% 2%

Yahoo! 1% 0% 1% 1% 1% 1% 0% 0% 1% 1% 2% 0% 0%

YouTube 1% 4% 1% 2% 0% 2% 0% 3% 1% 1% 1% 1% 0%

Channel 4 1% 2% 1% 1% 0% 1% 0% 1% 1% 2% 1% 1% 2%

LG 1% 5% 2% 2% 2% 0% 2% 0% 1% 2% 0% 0% 1%

Netflix 1% 1% 1% 2% 1% 0% 0% 1% 0% 1% 0% 0% 0%

Lovefilm 1% 2% 1% 1% 0% 2% 1% 1% 2% 1% 0% 0% 1%

Twitter 1% 1% 3% 0% 0% 0% 0% 3% 1% 2% 0% 0% 0%

PC World 1% 2% 0% 1% 2% 0% 1% 0% 1% 3% 1% 0% 0%

Kindle 1% 0% 1% 0% 1% 1% 0% 0% 1% 2% 1% 1% 1%

Motorola 0% 0% 2% 0% 1% 0% 2% 0% 0% 0% 0% 0% 0%

Kobo 0% 0% 0% 1% 1% 0% 0% 1% 0% 1% 0% 0% 0%


14% 11%

9% 7%

7% 5%

4% 3% 3% 3% 3%

3% 3% 3% 2% 2% 2% 2%

2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 0%

0% 0% 0% 0%

SkyBBC

AppleVirgin Media

Disney

LovefilmYouTubeSamsungNintendo

Channel 4Panasonic

ITVNetflix

HMVMicrosoft

AmazonFacebook

Sony Ericsson

GooglePhillips

O2BlackBerry

LGPC World

TwitterKindle

OrangeToshiba

NokiaYahoo!

Motorola

VodafoneDell

BTKobo

Question 9: Please now look at the following entertainment brands and tell us which brands you most associate with each statement. Please select up to 5 brands for each attribute. SERIOUS ABOUT ENTERTAINMENT

32

Serious about entertainment brands


Respondents are most likely to say that

Sky is serious about entertainment

(14%), followed by the BBC (11%) and

Apple (9%).

Question 9: Please now look at the following entertainment brands and tell us which brands you most associate with each statement. Please select up to 5 brands for each attribute. SERIOUS ABOUT ENTERTAINMENT

33

Serious about entertainment brands

% Applies Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-19 F 20-24 F 25-34 F 35-44 F 45-54 F 55-64 Sky 14% 4% 4% 16% 20% 17% 17% 13% 12% 15% 14% 16% 13%

BBC 11% 8% 5% 8% 11% 15% 25% 8% 6% 4% 10% 17% 18%

Apple 9% 7% 9% 12% 4% 4% 4% 13% 14% 12% 13% 9% 9%

Disney 7% 2% 2% 5% 3% 5% 12% 8% 10% 6% 6% 9% 10%

Virgin Media 7% 1% 3% 6% 8% 13% 8% 3% 4% 5% 10% 9% 10%

Lovefilm 5% 17% 3% 3% 4% 4% 4% 8% 6% 6% 4% 4% 5%

YouTube 4% 10% 9% 3% 3% 2% 1% 4% 5% 6% 3% 3% 4%

HMV 3% 6% 6% 1% 2% 2% 2% 4% 6% 2% 1% 2% 2%

ITV 3% 1% 1% 2% 3% 3% 1% 2% 4% 2% 3% 5% 5%

Nintendo 3% 5% 5% 1% 3% 3% 3% 3% 3% 5% 5% 3% 2%

Samsung 3% 0% 7% 8% 3% 6% 3% 1% 2% 2% 4% 1% 2%

Channel 4 3% 7% 4% 3% 4% 2% 2% 6% 4% 3% 4% 1% 1%

Panasonic 3% 3% 2% 2% 2% 5% 3% 0% 1% 2% 3% 4% 6%

Netflix 3% 3% 7% 3% 4% 2% 1% 5% 1% 2% 1% 3% 2%

Facebook 2% 5% 3% 4% 1% 1% 0% 5% 1% 4% 3% 1% 0%

Google 2% 1% 3% 3% 1% 1% 1% 3% 2% 2% 1% 1% 2%

Microsoft 2% 8% 3% 4% 2% 2% 1% 2% 2% 4% 1% 1% 1%

Sony Ericsson 2% 3% 1% 3% 4% 2% 1% 1% 1% 3% 2% 1% 1%

Amazon 2% 0% 2% 3% 5% 1% 1% 2% 3% 3% 2% 2% 3%

BlackBerry 1% 1% 2% 1% 2% 0% 0% 2% 3% 2% 0% 1% 0%

Nokia 1% 0% 1% 1% 0% 0% 1% 0% 1% 1% 1% 0% 0%

O2 1% 1% 2% 2% 1% 0% 0% 1% 1% 2% 1% 2% 0%

Orange 1% 0% 3% 0% 0% 1% 0% 1% 1% 1% 0% 0% 0%

Yahoo! 1% 0% 2% 0% 1% 0% 0% 1% 0% 1% 1% 0% 0%

LG 1% 1% 1% 3% 1% 1% 0% 1% 0% 1% 1% 1% 1%

Phillips 1% 0% 4% 0% 2% 0% 3% 1% 2% 0% 2% 1% 1%

Toshiba 1% 0% 1% 0% 1% 0% 2% 0% 0% 1% 0% 0% 1%

Twitter 1% 2% 2% 1% 0% 1% 0% 1% 1% 0% 1% 1% 1%

PC World 1% 1% 1% 0% 1% 1% 1% 0% 2% 1% 1% 0% 1%

Kindle 1% 0% 2% 0% 0% 0% 0% 0% 1% 1% 1% 1% 1%

BT 0% 0% 0% 0% 0% 2% 0% 1% 0% 0% 0% 0% 0%

Dell 0% 0% 0% 1% 0% 0% 0% 1% 0% 1% 0% 0% 0%

Vodafone 0% 0% 1% 0% 1% 0% 0% 0% 0% 0% 0% 0% 1%

Motorola 0% 1% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

Kobo 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0%


7% 6% 6%

6% 5%

4% 4% 4% 4%

3% 3% 3% 3% 3% 3% 2%

2% 2% 2% 2% 2% 2%

2% 2% 2% 2% 2% 2% 2%

1% 1% 1% 1% 1% 1%

FacebookTwitter

Motorola

BTBBC

PC WorldYahoo!

BlackBerryDisney

KoboITV

HMVPhillips

LovefilmOrange

Channel 4Dell

KindleNokia

SkyNintendo

LG

NetflixMicrosoft

O2Apple

ToshibaVodafone

Sony Ericsson

PanasonicYouTube

Virgin MediaSamsungAmazonGoogle

Question 9: Please now look at the following entertainment brands and tell us which brands you most associate with each statement. Please select up to 5 brands for each attribute. BORING

34

Boring brands


7% of respondents say that Facebook is a

boring brand. Respondents aged 55+ are

most likely to say that Facebook is a

boring brand (14%)

Question 9: Please now look at the following entertainment brands and tell us which brands you most associate with each statement. Please select up to 5 brands for each attribute. BORING

35

Boring brands

% Applies Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-19 F 20-24 F 25-34 F 35-44 F 45-54 F 55-64 Facebook 7% 2% 5% 8% 7% 10% 14% 4% 1% 4% 6% 8% 13%

BT 6% 5% 3% 5% 6% 8% 5% 5% 10% 5% 6% 4% 5%

Twitter 6% 1% 4% 4% 8% 10% 8% 7% 4% 5% 6% 5% 12%

Motorola 6% 5% 5% 5% 2% 6% 4% 7% 6% 13% 7% 7% 7%

BBC 5% 2% 3% 5% 6% 4% 8% 3% 1% 8% 8% 5% 2%

BlackBerry 4% 8% 6% 6% 3% 6% 2% 5% 4% 2% 2% 3% 0%

Disney 4% 3% 7% 3% 6% 3% 8% 2% 0% 2% 3% 4% 3%

Yahoo! 4% 9% 3% 2% 3% 3% 2% 8% 6% 6% 2% 3% 2%

PC World 4% 5% 9% 3% 4% 3% 2% 6% 5% 4% 5% 4% 6%

HMV 3% 4% 1% 3% 5% 2% 3% 0% 1% 2% 2% 7% 6%

ITV 3% 3% 3% 3% 6% 3% 5% 0% 1% 4% 4% 2% 2%

Orange 3% 1% 2% 2% 2% 2% 2% 1% 3% 3% 4% 4% 4%

Phillips 3% 2% 1% 4% 3% 2% 3% 6% 2% 3% 2% 4% 5%

Lovefilm 3% 3% 1% 4% 2% 3% 3% 1% 5% 1% 2% 7% 5%

Kobo 3% 4% 3% 5% 3% 4% 2% 3% 6% 4% 3% 3% 2%

Apple 2% 5% 2% 2% 2% 2% 3% 2% 1% 0% 2% 0% 0%

Dell 2% 1% 1% 5% 2% 1% 1% 5% 2% 3% 3% 2% 1%

Microsoft 2% 3% 3% 1% 3% 1% 1% 2% 3% 1% 2% 1% 3%

Nintendo 2% 3% 1% 0% 1% 2% 2% 1% 2% 2% 4% 4% 2%

Nokia 2% 5% 2% 2% 2% 2% 2% 4% 5% 2% 2% 1% 2%

O2 2% 0% 2% 2% 3% 2% 3% 1% 2% 2% 1% 3% 1%

Sky 2% 2% 2% 2% 4% 6% 0% 1% 0% 1% 3% 4%

Sony Ericsson 2% 1% 2% 2% 2% 0% 1% 3% 2% 2% 2% 1% 2%

Vodafone 2% 1% 1% 1% 1% 1% 0% 2% 2% 3% 4% 2% 2%

Channel 4 2% 2% 3% 3% 0% 2% 2% 1% 1% 4% 5% 4% 2%

LG 2% 3% 2% 2% 2% 1% 1% 3% 2% 4% 1% 1% 2%

Toshiba 2% 1% 2% 2% 2% 2% 1% 3% 5% 2% 2% 1% 0%

Netflix 2% 1% 3% 1% 3% 2% 1% 2% 1% 2% 4% 0% 2%

Kindle 2% 7% 5% 3% 2% 3% 1% 4% 3% 3% 2% 0% 1%

Google 1% 1% 2% 1% 1% 0% 0% 0% 2% 0% 1% 1% 0%

Samsung 1% 3% 3% 1% 2% 0% 0% 0% 1% 2% 1% 0% 0%

YouTube 1% 0% 1% 1% 1% 1% 3% 1% 1% 1% 0% 2% 1%

Virgin Media 1% 0% 1% 0% 2% 2% 1% 3% 1% 0% 1% 2% 2%

Panasonic 1% 3% 2% 3% 0% 0% 0% 3% 2% 1% 1% 0% 1%

Amazon 1% 0% 2% 1% 0% 0% 1% 2% 4% 1% 1% 1% 1%


10% 8%

6%

5% 5% 5% 5% 4% 4%

4% 3% 3% 3% 3% 3%

2% 2% 2% 2% 2% 2% 2%

2% 2% 1% 1% 1% 1%

1% 1% 1% 1% 1% 1% 1%

MotorolaHMV

BTPhillipsDisney

BBCYahoo!

NokiaPC World

ITVToshiba

BlackBerryFacebook

DellSony Ericsson

Channel 4NintendoLovefilm

LGVodafone

OrangeKobo

PanasonicMicrosoft

TwitterSky

YouTubeVirgin Media

AppleSamsung

GoogleNetflix

O2Amazon

Kindle

Question 9: Please now look at the following entertainment brands and tell us which brands you most associate with each statement. Please select up to 5 brands for each attribute. OUTDATED

36

Outdated brands


Respondents are most likely to say that

Motorola (10%) and HMV (8%) are

outdated brands.

Females are more likely than males to

say Motorola is an outdated brand (14%

vs. 7%).

Question 9: Please now look at the following entertainment brands and tell us which brands you most associate with each statement. Please select up to 5 brands for each attribute. OUTDATED

37

Outdated brands

% Applies Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-19 F 20-24 F 25-34 F 35-44 F 45-54 F 55-64 Motorola 10% 7% 7% 7% 8% 7% 4% 17% 10% 15% 12% 12% 14%

HMV 8% 2% 2% 8% 9% 9% 9% 2% 7% 8% 8% 11% 14%

BT 6% 3% 3% 6% 4% 12% 5% 6% 4% 5% 4% 6% 7%

BBC 5% 1% 3% 4% 7% 7% 10% 1% 1% 6% 4% 6% 3%

Disney 5% 7% 8% 4% 7% 6% 10% 1% 1% 2% 5% 3% 6%

Yahoo! 5% 7% 8% 4% 3% 4% 2% 7% 9% 6% 2% 5% 3%

Phillips 5% 3% 3% 4% 3% 7% 7% 7% 6% 5% 5% 4% 7%

ITV 4% 3% 4% 5% 5% 5% 6% 2% 4% 3% 3% 3% 4%

Nokia 4% 9% 6% 3% 5% 5% 1% 12% 6% 3% 2% 6% 1%

PC World 4% 6% 6% 3% 5% 6% 4% 5% 5% 4% 4% 5% 3%

BlackBerry 3% 1% 2% 6% 3% 3% 2% 3% 3% 2% 3% 3% 3%

Dell 3% 5% 3% 2% 2% 2% 1% 1% 1% 3% 4% 3% 3%

Facebook 3% 1% 2% 4% 3% 3% 6% 2% 3% 2% 4% 2% 1%

Sony Ericsson 3% 4% 2% 4% 2% 0% 1% 3% 6% 3% 2% 2% 0%

Toshiba 3% 5% 2% 3% 4% 2% 1% 3% 4% 3% 5% 2% 2%

Microsoft 2% 1% 4% 1% 1% 1% 2% 1% 4% 2% 1% 1% 1%

Nintendo 2% 3% 4% 2% 3% 1% 4% 2% 3% 1% 1% 2% 3%

Orange 2% 1% 2% 2% 5% 2% 1% 2% 1% 0% 1% 5% 2%

Vodafone 2% 1% 0% 1% 2% 2% 2% 3% 1% 3% 4% 1% 4%

Channel 4 2% 2% 1% 2% 2% 1% 3% 1% 1% 4% 4% 3% 3%

LG 2% 5% 3% 2% 1% 1% 1% 5% 3% 2% 3% 3% 1%

Panasonic 2% 2% 3% 2% 1% 2% 0% 2% 3% 3% 2% 1% 0%

Lovefilm 2% 0% 1% 1% 2% 1% 3% 0% 5% 3% 1% 4% 5%

Kobo 2% 2% 1% 3% 2% 1% 1% 2% 2% 2% 4% 1% 2%

Apple 1% 2% 1% 2% 1% 0% 3% 2% 1% 1% 0% 0% 1%

Google 1% 3% 3% 3% 0% 0% 0% 1% 2% 0% 0% 0% 0%

O2 1% 3% 0% 1% 1% 0% 0% 0% 1% 1% 1% 0% 0%

Samsung 1% 2% 3% 1% 1% 0% 0% 2% 0% 1% 1% 0% 0%

Sky 1% 0% 2% 1% 0% 2% 4% 0% 1% 0% 2% 0% 2%

YouTube 1% 2% 2% 2% 0% 0% 3% 0% 1% 0% 1% 2% 0%

Virgin Media 1% 0% 2% 2% 1% 1% 2% 1% 0% 2% 1% 1% 1%

Netflix 1% 1% 1% 2% 2% 0% 0% 2% 1% 0% 1% 0% 0%

Twitter 1% 1% 2% 1% 3% 3% 0% 1% 0% 0% 2% 1% 2%

Amazon 1% 2% 1% 1% 1% 1% 0% 0% 0% 1% 1% 0% 1%

Kindle 1% 0% 2% 2% 0% 0% 2% 0% 0% 1% 0% 0% 1%


Social networks

38

Usage of social network sites

67% 41%

28% 20%

15% 13%

12% 12% 9%

8% 8% 7%

6% 5% 5% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 2% 2% 2% 2%

10% 36%

15% 17%

15% 8% 13%

12% 14%

12% 7% 10%

9% 9%

6% 4% 6%

5% 5% 5% 6%

11% 4% 6%

4% 6% 5%

4% 7%

3% 6%

4% 4% 4% 4%

21% 20%

53% 53%

56% 51%

49% 66%

59% 54%

71% 38%

53% 39%

31% 36%

41% 32%

39% 34%

35% 29%

32% 26%

27% 38% 40%

26% 32%

25% 34%

29% 25% 26% 25%

1% 3%

4% 10%

13% 27% 26%

10% 17%

26% 14%

46% 32%

46% 58%

55% 50%

60% 53%

58% 56% 57%

61% 65% 66%

53% 52%

67% 59%

69% 57%

65% 69% 68% 68%

FacebookYouTubeTwitter

Google+Friends Reunited

LinkedInYahoo! Groups

MyspaceFlickr

MSN GroupsBebo

Last.fmMSN Spaces

TumblrStumbleUpon

hi5Ping

PinterestFoursquare

FacepartyReddit

Daily MotionPiczo

MachinimaWAYN

DiggSecond Lifeubermedia

MetacafeQuora

del.icio.usXanga

ChillBuymyface

Podline

Yes & have a profile Yes, but only browse No, don't use Never heard of it

39

Question 10: Do you ever use any of the following sites? Please tick all that apply.


Following the trend from the last few

years Facebook continues to dominate -

67% of all respondents have a profile and

a further 10% browse the site.

41% of consumers have a YouTube

profile, 28% have a Twitter profile, while

a fifth of responents have a profile on

Google+.

Usage of social network sites

40


% any yes Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Facebook 78% 83% 91% 84% 76% 65% 55% 92% 86% 88% 80% 74% 64%

YouTube 77% 91% 81% 84% 80% 76% 64% 86% 81% 78% 71% 72% 62%

Google+ 37% 50% 50% 49% 38% 28% 31% 30% 38% 37% 34% 28% 31%

Friends Reunited 31% 12% 25% 27% 34% 37% 39% 9% 14% 28% 42% 41% 40%

Yahoo! Groups 25% 20% 33% 34% 29% 23% 21% 14% 19% 25% 28% 23% 24%

Flickr 24% 28% 33% 39% 25% 20% 10% 32% 27% 24% 23% 15% 13%

Myspace 24% 27% 42% 42% 24% 20% 9% 19% 32% 27% 23% 11% 12%

LinkedIn 22% 12% 25% 36% 28% 28% 15% 8% 20% 21% 24% 18% 16%

MSN Groups 20% 18% 36% 31% 20% 13% 11% 22% 22% 20% 16% 14% 18%

Last.fm 17% 36% 39% 32% 14% 11% 7% 20% 28% 16% 8% 4% 6%

Bebo 15% 18% 36% 26% 13% 11% 1% 21% 18% 19% 12% 4% 3%

Daily Motion 15% 26% 39% 36% 16% 8% 5% 10% 17% 15% 6% 3% 1%

MSN Spaces 15% 19% 37% 28% 17% 8% 4% 16% 19% 16% 10% 8% 9%

Tumblr 14% 30% 33% 25% 13% 6% 0% 38% 21% 14% 6% 1% 2%

StumbleUpon 11% 21% 28% 20% 10% 9% 2% 11% 13% 13% 6% 3% 3%

del.icio.us 9% 9% 21% 19% 9% 7% 1% 4% 12% 12% 8% 2% 2%

Digg 9% 10% 24% 21% 10% 6% 0% 4% 11% 10% 7% 4% 0%

hi5 9% 10% 23% 21% 7% 5% 2% 7% 9% 15% 6% 2% 0%

Machinima 9% 33% 33% 17% 7% 4% 0% 7% 7% 7% 3% 2% 1%

Metacafe 9% 20% 27% 22% 13% 3% 1% 4% 8% 10% 4% 2% 1%

Ping 9% 14% 30% 18% 9% 5% 0% 10% 12% 10% 6% 3% 2%

Reddit 9% 26% 29% 20% 9% 4% 0% 10% 11% 8% 4% 0% 2%

Faceparty 8% 7% 26% 21% 7% 5% 0% 6% 9% 10% 5% 3% 1%

Foursquare 8% 11% 24% 18% 9% 5% 1% 5% 11% 9% 4% 2% 2%

Pinterest 8% 8% 22% 16% 9% 4% 1% 7% 11% 11% 5% 1% 3%

Second Life 8% 12% 22% 19% 8% 4% 1% 7% 9% 12% 6% 1% 1%

Piczo 7% 10% 26% 14% 5% 3% 1% 16% 11% 8% 3% 0% 0%

Twitter 43% 48% 60% 59% 43% 31% 19% 56% 54% 49% 43% 31% 26%

ubermedia 7% 8% 23% 17% 8% 3% 0% 7% 8% 9% 3% 1% 1%

WAYN 7% 9% 20% 18% 8% 3% 2% 6% 7% 8% 3% 2% 1%

Buymyface 6% 6% 24% 14% 7% 3% 0% 2% 7% 8% 3% 1% 0%

Chill 6% 8% 20% 15% 6% 4% 0% 4% 7% 6% 5% 1% 1%

Podline 6% 7% 19% 15% 8% 3% 0% 5% 9% 8% 3% 1% 0%

Quora 6% 8% 21% 15% 7% 2% 0% 4% 7% 7% 4% 0% 0%

Xanga 6% 9% 20% 16% 5% 2% 1% 4% 10% 9% 4% 1% 1%


Facebook has a higher proportion of

users who are females aged 15-19 or

males aged 20-24.

Males aged 15-34 are most likely to use

Google+.

People aged 15-34 are most likely to use

Twitter, especially males aged 20-34.

Tracking usage of social network sites

41

% have a profile on site Total 2010 Total 2011 Total 2012 % points

diff (11-12)

Facebook 62% 62% 67% 5%

YouTube 34% 36% 41% 5%

Twitter 19% 22% 28% 5%

Google+ - - 20% 20%

Friends Reunited 20% 18% 15% -3%

Yahoo! Groups 13% 14% 12% -2%

Myspace 18% 12% 12% 0%

LinkedIn 7% 10% 13% 3%

Last.fm 10% 9% 7% -2%

Flickr 8% 9% 9% 0%

Bebo 11% 8% 8% 0%

MSN Spaces 7% 8% 6% -2%

Hi5 5% 4% 4% 0%

WAYN 4% 4% 3% -1%

StumbleUpon 4% 4% 5% +1%

Tumblr - - 5% 5%

Ping - - 4% 4%

Second Life 3% 4% 3% -1%

Digg 3% 4% 3% -1%

Piczo 3% 4% 3% -1%

Daily Motion 3% 4% 3% -1%

Foursquare 2% 4% 3% -1%

Faceparty 3% 3% 3% 0%

Del.icio.us 3% 3% 3% 0%

Reddit 3% 3% 3% 0%

Metacafe 3% 3% 3% 0%

Quora - 3% 3% 0%

Pinterest - - 3% 3%

Machinima - - 3% 3%

Xanga 2% 2% 2% 0%



There has been a 5% growth since 2011

in the number of respondents with a

Facebook/YouTube/Twitter profile.

Google+ was launched in 2011 and

already 20% of consumers have a

profile.

In contrast, Friends Reunited has

declined by 3% and Yahoo! Groups /

Last.fm by 2% poijnts.

33%

42%

40%

38%

38%

25%

18%

26%

14%

30%

15%

16%

19%

16%

20%

30%

8%

29%

16%

15%

20%

20%

11%

11%

8%

10%

2%

7%

10%

6%

4%

16%

4%

8%

8%

15%

14%

22%

34%

15%

8%

19%

5%

18%

18%

7%

6%

9%

5%

5%

8%

9%

8%

1%

15%

15%

13%

7%

5%

12%

7%

9%

13%

10%

8%

10%

0%

7%

3%

8%

10%

9%

16%

11%

7%

15%

6%

15%

14%

8%

1%

0%

7%

3%

4%

5%

5%

6%

8%

9%

7%

8%

5%

12%

14%

9%

3%

0%

5%

3%

2%

4%

1%

2%

4%

1%

4%

3%

6%

8%

7%

7%

4%

0%

11%

5%

3%

5%

2%

1%

9%

3%

13%

6%

9%

6%

9%

8%

Bebo

Buymyface

Chill

Daily Motion

del.icio.us

Digg

Facebook

Faceparty

Flickr

Foursquare

Friends Reunited

Google+

hi5

Last.fm

LinkedIn

Machinima

Whenever I receive a notification Every hour or so Several times a day

About once a day A few times a week About once a week

About once a fortnight A few times a month

% Profile

Frequency of checking social network sites (1)

42

Question 11: How frequently do you check your social network profile?

Base: Q11, All respondents with profile (bases differ)

8%

2%

2%

3%

3%

3%

67%

3%

9%

3%

15%

20%

4%

7%

13%

3%

Facebook is the most frequently checked

social network site – 60% of Facebook

users with a profile do so at least once a

day.

37% of Google+ users with a profile

access the site at least once a day.

Frequency of checking social network sites (2)

31%

17%

21%

14%

26%

23%

27%

36%

25%

33%

32%

21%

21%

17%

32%

27%

32%

18%

11%

9%

9%

10%

2%

8%

13%

11%

16%

19%

13%

9%

6%

9%

9%

10%

10%

12%

6%

5%

13%

16%

12%

10%

12%

12%

13%

10%

12%

11%

9%

9%

11%

18%

13%

8%

10%

13%

16%

15%

14%

12%

11%

12%

7%

12%

5%

10%

9%

6%

11%

15%

14%

6%

10%

9%

14%

17%

17%

10%

7%

10%

7%

8%

14%

8%

15%

13%

8%

12%

16%

14%

4%

8%

10%

12%

20%

7%

6%

9%

8%

6%

8%

8%

16%

8%

12%

9%

16%

10%

7%

19%

16%

7%

9%

9%

0%

4%

4%

6%

3%

10%

5%

2%

5%

5%

5%

4%

6%

5%

8%

3%

9%

5%

4%

6%

10%

10%

6%

0%

2%

7%

4%

3%

3%

5%

5%

6%

5%

5%

4%

3%

5%

6%

Metacafe

MSN Groups

MSN Spaces

Myspace

Piczo

Ping

Pinterest

Podline

Quora

Reddit

Second Life

StumbleUpon

Tumblr

Twitter

ubermedia

WAYN

Xanga

Yahoo! Groups

YouTube

Whenever I receive a notification Every hour or so Several times a dayAbout once a day A few times a week About once a weekAbout once a fortnight A few times a month

% Profile

43

Question 11: How frequently do you check your social network profile?

Base: Q11, All respondents with profile (bases differ)

3%

8%

6%

12%

3%

4%

3%

2%

3%

3%

3%

5%

5%

28%

3%

3%

2%

12%

41%

41% of Twitter users with a profile access

the site at least once a day.

38% of YouTube users with a profile

access the site at least once a day.

Devices used to access Facebook Question 12: Please indicate whether you access Facebook more or less frequently now than you did 12 months ago. Please provide a response for each device

44

10%

10%

29%

36%

5%

7%

15%

20%

4%

4%

5%

9%

5%

3%

5%

7%

76%

74%

47%

28%

Internet connectedTV

Tablet

Smartphone

PC/Laptop

Access Facebook far more frequently on this device than 12 months agoAccess Facebook slightly more frequently on this device than 12 months agoAccess Facebook slightly less frequently on this device than 12 months agoAccess Facebook far less frequently on this device than 12 months ago

% Use more frequently Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

PC/Laptop 56% 70% 61% 56% 58% 50% 53% 65% 59% 46% 51% 51% 57%

Smartphone 43% 63% 55% 55% 43% 27% 16% 64% 64% 49% 36% 22% 10%

Tablet 18% 17% 33% 33% 18% 10% 3% 18% 20% 24% 11% 7% 7%


Base: Q12, All who have profile on Facebook (1,685)

Consumers are most likely to have

accessed Facebook on their

PC/laptop or smartphone more

frequently than 12 months ago.

Females aged 15-24 and teenage

males are most likely to access

Facebook on their smartphone

than 12 months ago.

A third of males access Facebook

more frequently on a tablet than

12 months ago.

Devices used to access Twitter Question 13: Please indicate whether you access Twitter more or less frequently now than you did 12 months ago. Please provide a response for each device

45

13%

15%

31%

33%

8%

10%

14%

19%

4%

5%

6%

9%

5%

4%

5%

7%

70%

65%

43%

32%

Internet connectedTV

Tablet

Smartphone

PC/Laptop

Access Twitter far more frequently on this device than 12 months agoAccess Twitter slightly more frequently on this device than 12 months agoAccess Twitter slightly less frequently on this device than 12 months agoAccess Twitter far less frequently on this device than 12 months ago

% Use more frequently Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

PC/Laptop 52% 72% 60% 47% 60% 55% 44% 58% 41% 48% 45% 39% 43%

Smartphone 46% 59% 52% 52% 55% 46% 18% 60% 52% 44% 28% 27% 14%

Tablet 26% 29% 42% 34% 28% 20% 10% 26% 28% 29% 16% 8% 4%


Base: Q13, All who use Twitter (693)


accessed Twitter on their PC/laptop

or smartphone more frequently

than 12 months ago.

Teenagers are most likely to access

Twitter on their smartphone than

12 months ago.

Males aged 20-24 are most likely to

access Twitter on a tablet than 12

months ago.

A third of males aged 20-34 access

Twitter more frequently on an

internet connected TV than 12

months ago.

Brand pages on Facebook Question 14: Do you like brands on Facebook?

19%

10%

11%

13% 12% 3%

28%

5% Yes, more than 20

Yes, between 11 and 20




Yes, 1

Not a fan of any brands or businesses

Unfamiliar with becoming a fan of abrand

46

No. of brands liked Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Fan of at least 20 brands 19% 29% 31% 29% 14% 10% 1% 32% 27% 23% 10% 10% 4%

Fan of 11 to 20 brands 10% 13% 15% 10% 11% 8% 3% 7% 13% 13% 10% 6% 8%

Fan of 1 to 10 brands 39% 34% 34% 35% 35% 32% 34% 42% 39% 40% 51% 48% 33%

Not a fan of any brands 28% 15% 15% 24% 33% 48% 53% 17% 18% 20% 27% 30% 45%

Unfamiliar 5% 9% 5% 3% 7% 2% 8% 2% 2% 5% 3% 7% 11%


67% of Facebook users with a

profile like at least 1 brand on

Facebook, of these 43% like more

than 10 brands.

Male consumers aged 45 or above

are least likely to interact with

brands.

Brand pages on Facebook 2012 vs. 2011/2010 Comparison

47

8%

7%

5%

43%

35%

28%

6%

2%

3%

15%

10%

12%

10%

12%

13%

8%

11%

11%

13%

23%

29%

2010

2011

2012

Unfamiliar None One Two to three

Four to six Seven to ten More than ten Consumers are now more likely

than previous years to ‘like’ brands

on Facebook. Since 2011 there has

been an increase of 6% points in

the number of respondents who

say they ‘like’ more than 10 brands.

Follow brands on Twitter Question 14: Do you follow brands on Twitter?

18%

11%

9%

11% 8% 4%

32%

8% Yes, more than 20





Yes, 1

Not a fan of any brands or businesses

Unfamiliar with becoming a fan of abrand

48

No. of brands liked Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Fan of at least 20 brands 18% 18% 29% 21% 13% 10% 4% 27% 18% 20% 14% 11% 5%

Fan of 11 to 20 brands 11% 9% 19% 15% 12% 19% 3% 4% 8% 17% 6% 5% 9%

Fan of 1 to 10 brands 31% 54% 24% 32% 34% 16% 19% 38% 31% 36% 27% 22% 10%

Not a fan of any brands 32% 17% 24% 25% 30% 50% 63% 18% 31% 22% 42% 57% 67%

Unfamiliar 8% 2% 4% 7% 11% 4% 11% 13% 13% 5% 10% 5% 10%

Base: Q14, All who use Twitter (693)

60% of Twitter account holders

‘follow’ at least 1 brand on Twitter

and 48% of these ‘follow’ more

than 10 brands.


‘follow’ brands.

Appealing brand pages on Facebook Question 15A: What types of brand pages are most appealing on Facebook?

31%

25%

24%

22%

22%

21%

20%

19%

19%

8%

34%

29%

37%

32%

39%

28%

36%

31%

35%

14%

26%

27%

28%

32%

28%

33%

32%

38%

34%

40%

7%

12%

7%

9%

6%

10%

8%

7%

8%

23%

3%

7%

4%

5%

4%

8%

4%

4%

3%

15%

Music (artists or festivals)

Games

Movies

Technology brands

Everyday products I purchase

Fashion brands

TV shows

Local businesses

Food & drink brands

Financial

Very appealing Appealing Neither appealing nor unappealing Unappealing Very unappealing

49

% appealing Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Music (artists or festivals) 65% 74% 65% 69% 59% 55% 52% 85% 73% 64% 63% 52% 39%

Everyday products 61% 58% 64% 63% 59% 51% 45% 60% 60% 69% 66% 57% 57%

Movies 61% 69% 67% 69% 59% 59% 36% 76% 61% 61% 61% 43% 36%

TV shows 56% 59% 64% 62% 57% 46% 33% 69% 61% 56% 52% 45% 43%

Food & drink brands 55% 62% 55% 60% 53% 61% 47% 45% 50% 59% 53% 47% 63%

Technology brands 54% 73% 68% 68% 64% 63% 56% 56% 38% 50% 39% 36% 31%

Games 54% 71% 75% 73% 62% 56% 27% 53% 44% 47% 43% 37% 31%

Local businesses 50% 43% 62% 61% 52% 55% 24% 41% 52% 58% 53% 36% 35%

Fashion brands 49% 37% 48% 56% 35% 34% 14% 66% 62% 64% 44% 45% 33%

Financial 22% 21% 39% 30% 27% 33% 15% 12% 16% 25% 13% 16% 17%

Base: Q15A, All who like brands on Facebook (1,136)

The most appealing brand pages

are those related to music (65%),

movies (61%), and everyday

products purchased (61%).

Music pages are most popular

amongst females aged 15-24, while

movie pages are most popular

amongst teenage females.

Games and technology pages are

most popular amongst males

regardless of age. Fashion brand

pages are most popular amongst

females aged 15-34.

Appealing brands to follow on Twitter Question 15B: What types of brand pages are most appealing on Twitter?

40%

31%

29%

29%

28%

27%

26%

24%

23%

15%

31%

31%

27%

29%

32%

33%

35%

28%

30%

22%

20%

24%

24%

28%

28%

26%

27%

28%

31%

30%

5%

7%

12%

8%

7%

8%

8%

10%

9%

17%

4%

6%

8%

5%

6%

5%

5%

9%

6%

15%

Music (artists or festivals)

Movies

Games

Local businesses

Everyday products I purchase

Technology brands

TV shows

Fashion brands

Food & drink brands

Financial

Very appealing Appealing Neither appealing nor unappealing Unappealing Very unappealing

50

% appealing Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Music (artists or festivals) 71% 73% 73% 74% 67% 62% 27% 86% 85% 64% 60% 64% 60%

Movies 62% 61% 64% 73% 65% 53% 27% 72% 57% 59% 60% 21% 60%

TV shows 61% 56% 60% 63% 68% 48% 30% 61% 76% 61% 55% 42% 100%

Technology brands 60% 68% 76% 70% 64% 67% 44% 43% 58% 57% 49% 34% 79%

Local businesses 59% 39% 69% 64% 65% 47% 30% 41% 60% 80% 60% 49% 60%

Everyday products 59% 58% 75% 62% 51% 52% 30% 51% 49% 71% 65% 51% 79%

Games 56% 58% 74% 72% 69% 48% 27% 50% 40% 54% 47% 6% 60%

Food & drink brands 53% 51% 53% 59% 57% 38% 44% 47% 47% 66% 51% 35% 60%

Fashion brands 52% 37% 66% 56% 32% 43% 44% 67% 68% 64% 39% 34% 41%

Financial 38% 28% 61% 50% 39% 53% 30% 12% 34% 48% 29% 13% 40%

Base: Q15B, All who follow brands on Twitter (415)

The most appealing brands on

Twitter are music (71%) and movies

(62%).

Music and TV shows are most

popular amongst females aged 15-

24.

Technology brands and Games are

most popular amongst males aged

15-54.

Fashion brands are most popular

amongst females aged 15-34 year

olds.

Reasons why like brands on Facebook Question 16: Why do you usually decide to like brands or businesses on Facebook?

51

47% 47%

45%

40%

31%

29%

24%

22%

21%

20%

19%

19%

18%

15%

14% 8%

To receive special offers from the brand

To enter competitions

To keep up to date with news from brand

Interested in items offered by brand

To help support a brand

The brand is cool

To get product ideas

To see what others are saying about brand

To provide feedback to brand

I saw another friend "like" the brand page

A friend suggested I "like" the brand page

To view photos put up by the brand

To purchase items from the brand

To use Apps or games on brands FB page

To view videos put up by the brand

The brand page has a large number of 'likes'

% Apply

% Apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Receive special offers from brand 47% 39% 30% 34% 47% 40% 54% 50% 39% 53% 58% 60% 61%

To enter competitions 47% 48% 36% 33% 44% 38% 53% 51% 42% 49% 54% 58% 64%

Keep up to date with latest news 45% 52% 41% 34% 44% 47% 30% 47% 62% 43% 51% 40% 32%

Interested in items offered by brand 40% 46% 35% 31% 36% 50% 50% 53% 45% 36% 43% 35% 34%

Help support a brand 31% 36% 35% 25% 27% 19% 20% 38% 41% 30% 37% 29% 25%

The brand is cool 29% 44% 45% 32% 25% 24% 14% 51% 40% 21% 18% 15% 8%

To get product ideas 24% 19% 26% 33% 30% 25% 20% 17% 14% 21% 31% 21% 17%

See what others saying about brand 22% 17% 25% 27% 24% 24% 20% 22% 25% 22% 19% 20% 15%

Provide feedback to the brand 21% 13% 28% 17% 24% 22% 30% 12% 23% 19% 27% 22% 23%

Saw another friend "like" brand page 20% 28% 26% 19% 16% 9% 10% 37% 26% 16% 16% 13% 20%

View photos put up by the brand 19% 23% 25% 23% 15% 10% 17% 28% 22% 14% 19% 10% 12%

Friend suggested I "like" brand page 19% 17% 25% 24% 17% 14% 9% 20% 24% 20% 18% 10% 19%

Purchase items from the brand 18% 15% 16% 24% 21% 19% 16% 19% 19% 19% 18% 15% 13%

Use Apps or games on a brand page 15% 21% 33% 19% 18% 6% 6% 18% 14% 14% 5% 8% 12%

View videos put up by the brand 14% 12% 26% 20% 12% 14% 7% 24% 19% 6% 13% 5% 4%

Brand page has a large no. of 'likes' 8% 9% 18% 12% 9% 7% 6% 8% 10% 8% 3% 2% 2%

Base: Q16, All who like brands on Facebook (1,136)

This slide shows the reasons why

people like brands on Facebook.

Consumers are most likely to be

driven by the opportunity to

receive special offers (47%),

entering competitions (47%) and

keeping up to date with news from

the brand (45%).

31% of consumers like brands

because they want to show their

support for them.

Attitudes towards social networks Question 17: How much do you agree or disagree with the following statements about social networking sites?

36%

21%

19%

18%

14%

14%

13%

12%

11%

11%

10%

9%

9%

9%

6%

38%

32%

34%

27%

41%

27%

38%

17%

27%

27%

26%

28%

16%

18%

16%

11%

19%

26%

31%

19%

30%

21%

35%

24%

24%

26%

24%

29%

24%

25%

6%

10%

8%

14%

14%

11%

15%

17%

27%

16%

19%

15%

35%

39%

42%

9%

18%

12%

10%

12%

19%

14%

18%

11%

21%

19%

23%

10%

11%

10%

I only allow access to personal information to people orbrands I trust

I would prefer one social network that would enable meto do everything

I usually ignore updates from brands on social networkingsites

I'm getting bored of social networks

Using Facebook makes my spare time more enjoyable

Brands are intrusive on social networks

I like keeping up to date with the latest deals and infofrom my favourite brands

Brands should not be allowed on social networking sites

I've streamed video through a social networking site

Brands I love should have their own social networking site

I like it when brands provide interactive games on theirsocial network page

Brands should provide a sales platform for their productson social network sites

I have been exposed to unwanted indecent images onsocial networks

I interact more with brands than withfriends/family/colleagues on social networking sites

I don't mind who sees my personal information onFacebook

Strongly agree Agree Disagree Strongly disagree Not sure

52 Base: Q17, All who use at least 1 social network (2,006)

This slide shows attitudes towards

social networks amongst those that

use them.

55% of respondents said that using

Facebook makes there spare time

more enjoyable, although 45% said

that they are getting bored of social

networks.

Over half of consumers said that

they usually ignore updates from

brans on social networks and 41%

said that brands are intrusive.

However, 51% of respondents said

that they like keeping up to date

with the latest date with the latest

deals and information from their

favourite brands.

A full demographic breakdown is

provided on the next page.

Attitudes towards social networks Question 17: How much do you agree or disagree with the following statements about social networking sites?

53

% total agree Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-

19 F 20-

24 F 25-34 F 35-44

F 45-54

F 55-64

I only allow access to personal information to people or brands I trust 74% 69% 61% 68% 69% 67% 72% 74% 77% 80% 83% 78% 87%

Using Facebook makes my spare time more enjoyable 55% 59% 61% 58% 55% 45% 38% 55% 59% 63% 61% 54% 42%

I would prefer one social network that would enable me to do everything

53% 57% 54% 59% 51% 45% 34% 61% 57% 63% 53% 47% 38%

I usually ignore updates from brands on social networking sites 53% 53% 47% 51% 45% 63% 65% 58% 50% 54% 45% 56% 66%

I like keeping up to date with the latest deals and info from my favourite brands

50% 61% 59% 57% 49% 36% 23% 60% 63% 60% 50% 42% 32%

I'm getting bored of social networks 45% 46% 47% 46% 42% 42% 50% 49% 47% 47% 37% 40% 54%

Brands are intrusive on social networks 40% 32% 40% 43% 36% 49% 59% 28% 29% 43% 34% 38% 57%

I've streamed video through a social networking site 38% 45% 62% 52% 41% 30% 16% 52% 45% 47% 30% 21% 9%

Brands I love should have their own social networking site 38% 36% 44% 46% 42% 30% 21% 34% 40% 48% 38% 31% 28%

Brands should provide a sales platform for their products on social network sites

37% 46% 47% 47% 38% 32% 15% 38% 46% 45% 34% 26% 19%

I like it when brands provide interactive games on their social network page

36% 47% 49% 46% 43% 29% 14% 41% 37% 43% 30% 26% 16%

Brands should not be allowed on social networking sites 29% 19% 34% 33% 30% 36% 44% 17% 21% 28% 24% 27% 39%

I interact more with brands than with friends/family/colleagues on social networking sites

27% 34% 39% 41% 28% 19% 12% 23% 25% 34% 22% 21% 11%

I have been exposed to unwanted indecent images on social networks 25% 36% 42% 37% 23% 17% 10% 41% 30% 29% 21% 6% 8%

I don't mind who sees my personal information on Facebook 22% 28% 36% 34% 30% 25% 15% 15% 16% 25% 15% 11% 9%

Base: Q17, All who use at least 1 social network (2,006)

Activities done on social networks Question 18: Please tell us whether you do any of the following when using social networking sites.

16%

12%

11%

10%

10%

9%

9%

9%

7%

26%

22%

23%

22%

22%

22%

20%

19%

19%

18%

18%

23%

19%

19%

20%

20%

18%

20%

6%

6%

8%

8%

10%

9%

10%

12%

10%

35%

41%

34%

41%

40%

39%

41%

43%

43%

Find out about new music

Search for products

Search for events

Find out about a television programme thatsomeone recommended to you

Find out about a movie that someonerecommended to you

Find out about a new website that a friendrecommended to you

Find out about a new service that a friendrecommended to you

Find out about a book or magazine thatsomeone recommended to you

Find out about a brand or business that a friendrecommended to you

Yes, regularly Yes, occasionallyYes, rarely No, but I'd be interested to startNo and it doesn't interest me

54 Base: Q18, All who use at least 1 social network (2,006)

Searching for new music, products

or events on social networks are

the most popular events.

Users are less likely to use social

networks to find out about

books/magazines or brands that

have been recommended by

friends.

55

Activities done on social networks Question 18: Please tell us whether you do any of the following when using social networking sites.

% ever Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Find out about new music 60% 78% 81% 75% 61% 43% 30% 83% 77% 69% 58% 41% 27%

Search for events 58% 72% 77% 69% 59% 40% 33% 77% 73% 66% 58% 45% 30%

Search for products 53% 58% 73% 66% 54% 37% 30% 55% 57% 64% 55% 47% 32%

Find out about a new website that a friend recommended to you 52% 64% 69% 68% 53% 39% 28% 59% 62% 57% 52% 41% 31%

Find out about a television programme that someone recommended to you

51% 66% 69% 66% 54% 41% 29% 60% 57% 57% 51% 37% 28%

Find out about a movie that someone recommended to you 50% 66% 66% 67% 55% 38% 27% 59% 60% 57% 51% 36% 25%

Find out about a new service that a friend recommended to you 49% 61% 67% 67% 54% 35% 27% 47% 57% 55% 51% 39% 28%

Find out about a brand or business that a friend recommended to you 47% 59% 69% 58% 49% 32% 26% 27% 25% 19% 19% 17% 12%

Find out about a book or magazine that someone recommended to you 45% 58% 58% 59% 44% 35% 26% 54% 50% 55% 46% 32% 29%

Base: Q18, All who use at least 1 social network (2,006)

Question Q19: Have you ever purchased a product/service because…?

14%

13%

11%

11%

11%

11%

11%

11%

11%

11%

9%

8%

9%

7%

7%

5%

5%

6%

4%

5%

61%

63%

62%

67%

65%

You saw a picture of theproduct/service on a brand's

Facebook page

A Facebook status update from abrand showed the product/service

A friend recommended theproduct/service on Facebook

You saw a video of theproduct/service on a brand's

Facebook page

You received a discount from abrand through Facebook

Yes in the last month Yes in the last 3 monthsYes in the last 6 months Yes in the last 12 monthsNo

56

Influence of Facebook on consumption


This slide shows how consumer

interaction with brands on

Facebook influences their

purchasing habits.


made a purchase because they saw

a picture of an item on a brand’s

Facebook page (39%), a friend

recommended an item (37%), or a

Facebook status from a brand

showed the item (37%).

Question Q19: Have you ever purchased a product/service because…?

57

Influence of Facebook on consumption


% Purchased in last six months Total M15-

19 M20-

24 M25-

34 M35-

44 M45-

54 M55-

64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

You saw a picture of the product/service on a brand's Facebook page

34% 39% 57% 50% 37% 30% 7% 38% 39% 40% 25% 17% 15%

A friend recommended the product/service on Facebook

32% 41% 55% 48% 32% 27% 7% 34% 35% 37% 24% 16% 18%

A Facebook status update from a brand showed the product/service

32% 36% 52% 47% 33% 26% 8% 35% 39% 40% 25% 17% 13%

You received a discount from a brand through Facebook

30% 33% 48% 46% 31% 23% 9% 26% 35% 40% 23% 14% 14%

You saw a video of the product/service on a brand's Facebook page

29% 34% 53% 46% 34% 27% 3% 27% 31% 35% 20% 11% 10%

Amount spent on Facebook Credits Question 20: How much have you spent on Facebook Credits over the last 12 months

71%

5%

4%

3%

2%

2% 2% 12%

Nothing

£1-£9

£10-£19

£20-£29

£30-£49

£50-£100

£100+

I've never heard of Facebook Credits

58

% Amount spent Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Nothing 71% 78% 61% 57% 69% 72% 78% 80% 78% 69% 77% 75% 69%

£1-£9 5% 3% 11% 7% 6% 4% 1% 5% 7% 4% 3% 3% 2%

£10-£19 4% 5% 9% 6% 6% 6% 0% 1% 1% 5% 1% 1% 1%

£20-£29 3% 1% 5% 4% 3% 3% 2% 0% 3% 6% 3% 0% 0%

£30-£49 2% 0% 6% 5% 3% 2% 1% 1% 1% 1% 3% 3% 0%

£50-£100 2% 1% 2% 8% 2% 2% 1% 1% 0% 2% 3% 1% 1%

£100+ 2% 0% 0% 5% 3% 0% 2% 0% 2% 3% 1% 0% 1%

I've never heard of Facebook Credits 12% 12% 7% 8% 8% 10% 14% 13% 7% 11% 10% 17% 27%


This slide shows that almost a

quarter (24%) of respondents with

a Facebook profile have purchased

Facebook Credits in the last 12

months.


have purchased Facebook Credits.

Question Q21: How interested would you be in purchasing the following items using Facebook Credits?

12%

11%

11%

8%

8%

7%

7%

5%

20%

16%

16%

18%

12%

14%

11%

9%

15%

17%

15%

17%

16%

17%

17%

23%

9%

10%

11%

11%

13%

13%

14%

12%

44%

45%

47%

46%

51%

49%

51%

51%

Music

Movies

Games

Items sold by brands that I like

Premium items within games

e-Books

Add-ons within apps

Other

Very interested Fairly interestedNeither interested nor uninterested Not interestedNot at all interested

59

Interest in Facebook Credits

% Interested Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Music 32% 35% 44% 42% 42% 32% 14% 27% 32% 35% 28% 17% 10%

Movies 28% 31% 45% 42% 36% 22% 9% 26% 23% 30% 22% 14% 10%

Games 27% 36% 41% 46% 35% 18% 9% 19% 27% 32% 20% 13% 12%

Items sold by brands that I like on Facebook

26% 30% 41% 39% 34% 19% 15% 23% 21% 31% 22% 13% 8%

e-Books 22% 14% 33% 30% 29% 15% 11% 15% 24% 30% 17% 16% 11%

Premium items within games 20% 22% 41% 36% 25% 16% 4% 12% 18% 24% 14% 9% 8%

Add-ons within apps 18% 21% 33% 32% 28% 15% 1% 10% 16% 22% 13% 7% 4%

Other 14% 21% 28% 21% 17% 11% 2% 10% 11% 16% 9% 6% 5%

Base: Q21, All who have profile on Facebook and heard of Facebook Credits (1,490)

Consumers with a Facebook profile

are most likely to be interested in

using Facebook Credits to make

music purchases. Consumers aged

20-44 are most likely to say this.

Males are more likely than females

to be interested in purchasing

items using Facebook Credits.

Video

60

Frequency of online video viewing Question 22: How often do you generally watch each of the following types of video online?

15%

13%

9%

9%

8%

7%

7%

7%

6%

6%

6%

6%

16%

17%

13%

12%

13%

8%

8%

8%

8%

8%

6%

5%

10%

9%

10%

8%

11%

8%

7%

7%

8%

7%

6%

6%

13%

15%

13%

10%

16%

12%

12%

11%

11%

12%

9%

8%

5%

7%

7%

5%

8%

8%

7%

6%

7%

6%

6%

5%

8%

8%

9%

6%

10%

14%

9%

8%

8%

9%

6%

7%

5%

6%

6%

5%

7%

11%

8%

8%

7%

8%

7%

6%

27%

25%

34%

45%

28%

32%

42%

45%

45%

44%

55%

58%

News events

Music videos

Comedy videos

Sports highlights

Film trailers

Instructional videos

Videos highlighting latesttechnology items

Videos advertisingproducts/services

Consumer video reviews ofproducts/services

Videos relating tolearning/education

Videos relating to work/business

Trailers promoting books

At least once a day A few times a week Once a week A few times a month

Once a month Every few months Once or twice a year Never


This slide shows that the most

popular online videos are content

based.

Videos showing news events, music

videos, film trailers, comedy videos

and film trailers are most likely to

be watched at least once a week.

Usefulness of online videos Question 23: How useful have you found the following types of online videos?

25%

15%

13%

10%

39%

36%

37%

33%

8%

13%

14%

19%

4%

6%

5%

8%

24%

31%

31%

29%

Instructional videos showinghow to do something

Consumer video reviews ofproducts/services

Videos highlighting the latesttech. products

Videos advertisingproducts/services

Very useful Fairly useful

Not very useful Not at all useful

Never watched this type of video


Consumers find instructional

videos most useful.

Half of consumers say consumer

video reviews of products/services

and videos highlighting the latest

technology products are most

useful.

Internet connected TV

63

Internet Connected TV Use Question 24: How often do you do each of the following activities on your internet connected TV?

64

37%

37%

32%

25%

24%

22%

19%

18%

16%

16%

16%

15%

15%

10%

12%

16%

14%

14%

13%

12%

9%

10%

12%

9%

8%

8%

11%

8%

16%

12%

12%

15%

21%

11%

11%

12%

10%

14%

9%

4%

4%

7%

3%

8%

7%

12%

5%

4%

7%

6%

8%

6%

4%

3%

6%

5%

6%

9%

9%

7%

9%

7%

6%

9%

12%

31%

35%

20%

38%

33%

28%

22%

47%

44%

42%

50%

36%

46%

Search web

Access email

Watch live TV programmes

Access social networks

Access news websites

Watch online video

Watch catch-up TV

Communicate with friends on Skype

Music Downloading

Music streaming

Use online subscription services

Purchase products online

Watch pay per view movie

Two or more times a day Once a day

A few days a week About once a week

About once every two weeks About once a month or less often

Never

Base: Q24, All owners of an internet connected TV (520)

Owners of internet connected TV

are most likely to use it on a daily

basis for accessing email, searching

the web and watching live TV

programmes.

Purchasing products online and

watching pay per view movies are

activities that consumers are least

likely to do their internet

connected TV.

Internet Connected TV Use Question 24: How often do you do each of the following activities on your internet connected TV?

65

% Daily Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Access email 49% 39% 57% 60% 48% 47% 27% 27% 53% 61% 54% 46% 37%

Watch live TV programmes 48% 47% 62% 62% 38% 54% 41% 35% 55% 50% 35% 46% 44%

Search web 47% 36% 61% 60% 47% 44% 21% 39% 49% 57% 46% 49% 27%

Access social networks (eg Facebook and Twitter)

39% 38% 57% 50% 36% 37% 9% 32% 49% 49% 37% 34% 14%

Access news websites 38% 42% 57% 60% 41% 35% 13% 31% 37% 42% 30% 23% 14%

Watch online video (e.g. through YouTube) 35% 43% 63% 58% 33% 34% 0% 31% 40% 45% 17% 10% 17%

Watch catch-up TV (e.g. through iPlayer, 4OD, Sky+, Anytime)

31% 30% 58% 54% 25% 24% 13% 30% 31% 38% 15% 21% 20%

Music streaming 28% 37% 60% 48% 26% 24% 0% 19% 31% 34% 12% 5% 6%

Communicate with friends through Skype 27% 16% 59% 53% 27% 12% 3% 19% 32% 38% 17% 10% 3%

Music Downloading 26% 27% 60% 48% 30% 19% 0% 27% 27% 27% 11% 8% 3%

Use online subscription services (eg Netflix, LoveFilm)

25% 33% 53% 46% 27% 17% 3% 19% 19% 31% 11% 7% 3%

Purchase goods/services online 24% 19% 48% 46% 20% 12% 6% 20% 22% 32% 14% 8% 14%

Watch pay per view movie 22% 24% 51% 46% 20% 13% 0% 19% 22% 30% 8% 5% 3%

Base: Q24, All owners of an internet connected TV (520)

Use of Games Console features Question 25: How often do you do each of the following activities on your games console?

66

26%

24%

18%

14%

13%

11%

10%

10%

9%

9%

9%

7%

8%

8%

8%

10%

7%

8%

7%

5%

5%

6%

6%

5%

5%

8%

8%

8%

11%

11%

8%

7%

9%

8%

7%

5%

3%

3%

4%

6%

7%

8%

5%

5%

4%

8%

5%

4%

3%

7%

5%

6%

9%

8%

6%

5%

5%

10%

7%

7%

53%

48%

54%

54%

49%

49%

59%

66%

66%

53%

62%

67%

Access email

Search web

Access social networks

Access news websites

Watch online video

Watch catch-up TV

Music streaming

Communicate with friendsthrough Skype

Use online subscription services

Purchase goods/services online

Music Downloading

Watch pay per view movie

Two or more times a day Once a dayA few days a week About once a weekAbout once every two weeks About once a month or less oftenNever

Base: Q25, All games console owners (1,501)

Aside from playing games, owners

of games consoles are most likely

to use the device to access email,

search the web and access social

networks on a daily basis.

Use of Games Console features Question 25: How often do you do each of the following activities on your games console?

67


Access email 49% 39% 57% 60% 48% 47% 27% 27% 53% 61% 54% 46% 37%

Watch live TV programmes 48% 47% 62% 62% 38% 54% 41% 35% 55% 50% 35% 46% 44%

Search web 47% 36% 61% 60% 47% 44% 21% 39% 49% 57% 46% 49% 27%

Access social networks (eg Facebook and Twitter)

39% 38% 57% 50% 36% 37% 9% 32% 49% 49% 37% 34% 14%

Access news websites 38% 42% 57% 60% 41% 35% 13% 31% 37% 42% 30% 23% 14%

Watch online video (e.g. through YouTube) 35% 43% 63% 58% 33% 34% 0% 31% 40% 45% 17% 10% 17%

Watch catch-up TV (e.g. through iPlayer, 4OD, Sky+, Anytime)

31% 30% 58% 54% 25% 24% 13% 30% 31% 38% 15% 21% 20%

Music streaming 28% 37% 60% 48% 26% 24% 0% 19% 31% 34% 12% 5% 6%

Communicate with friends through Skype 27% 16% 59% 53% 27% 12% 3% 19% 32% 38% 17% 10% 3%

Music Downloading 26% 27% 60% 48% 30% 19% 0% 27% 27% 27% 11% 8% 3%

Use online subscription services (eg Netflix, LoveFilm)

25% 33% 53% 46% 27% 17% 3% 19% 19% 31% 11% 7% 3%

Purchase goods/services online 24% 19% 48% 46% 20% 12% 6% 20% 22% 32% 14% 8% 14%

Watch pay per view movie 22% 24% 51% 46% 20% 13% 0% 19% 22% 30% 8% 5% 3%

Base: Q25, All games console owners (1,501)

Interest in Internet Connected TV Question 26: How interested would you be in purchasing an internet connected TV?

68

15%

29%

28%

12%

17% Very interested

Fairly interested

Neither interested noruninterested

Fairly uninterested

Very uninterested

% Applies Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Very interested 15% 18% 23% 24% 20% 17% 13% 9% 12% 16% 9% 11% 7%

Fairly interested 29% 28% 28% 32% 35% 23% 34% 31% 23% 29% 30% 25% 22%

Neither interested nor uninterested 28% 15% 28% 24% 26% 31% 22% 30% 30% 29% 37% 29% 32%

Fairly uninterested 12% 19% 8% 8% 7% 10% 12% 16% 18% 14% 10% 14% 13%

Very uninterested 17% 20% 14% 11% 13% 19% 19% 15% 18% 12% 14% 21% 26%

Base: Q26, All respondents that not own internet connected TV (1,980)

44% of consumers are interested

in purchasing an internet

connected TV.


be very interested in making a

purchase.

Why interested in internet connected TV

Question 27: Why are you interested in purchasing an internet connected TV? Please select any responses that apply.

69

54%

52%

47%

42%

35%

32%

31%

31%

30%

27%

24%

2%

Will be able to watch catch-up TV on main TV

Will be able to access websites on main TV

Will be able to watch online video on main TV

Will be able to access email on main TV

Will be able to use main TV to shop online

Will be able to communicate with friends throughSkype on main TV

Will be able to use online subscription services onmain TV

Will be able to stream music on main TV

The price is affordable

Will be able to access social networks on main TV

Will be able to download music on main TV

Other

% Apply

Base: Q27, All respondents interested in purchasing internet connected TV (857)

This slide shows the reasons why

people are interested in purchasing

an internet connected TV.

Consumers are most likely to

purchase an internet connected TV

to catch up on missed TV

programmes or access websites

using their

Why interested in internet connected TV

Question 27: Why are you interested in purchasing an internet connected TV? Please select any responses that apply.

70


Will be able to watch catch-up TV on main TV (e.g. through iPlayer, 4OD, Sky+, Anytime)

54% 62% 31% 47% 50% 49% 52% 71% 51% 57% 57% 67% 66%

Will be able to access websites on main TV 52% 49% 33% 49% 58% 58% 65% 56% 44% 37% 54% 61% 54%

Will be able to watch online video on main TV (e.g. through YouTube)

47% 53% 46% 52% 48% 42% 37% 74% 68% 44% 43% 47% 29%

Will be able to access email on main TV 42% 42% 24% 41% 40% 45% 54% 45% 45% 30% 40% 47% 49%

Will be able to use main TV to shop online 35% 35% 27% 38% 35% 35% 37% 35% 32% 35% 36% 41% 34%

Will be able to communicate with friends through Skype on main TV

32% 36% 19% 21% 30% 33% 31% 53% 33% 34% 30% 38% 34%

Will be able to stream music on main TV 31% 48% 36% 28% 27% 24% 28% 51% 31% 31% 30% 24% 21%

Will be able to use online subscription services on main TV (eg Netflix, LoveFilm)

31% 42% 24% 39% 28% 35% 10% 30% 40% 33% 38% 29% 31%

The price is affordable 30% 32% 26% 31% 35% 30% 40% 18% 19% 29% 26% 34% 29%

Will be able to access social networks on main TV (eg Facebook and Twitter)

27% 21% 26% 25% 36% 17% 12% 54% 49% 29% 26% 27% 13%

Will be able to download music on main TV 24% 34% 34% 23% 17% 26% 21% 36% 30% 25% 23% 23% 17%

Other 2% 0% 0% 1% 2% 1% 4% 0% 2% 1% 4% 1% 4%

Base: Q27, All respondents interested in purchasing internet connected TV (857)

Why not interested in internet connected TV

Question 28: Why are you not interested in purchasing an internet connected TV? Please select any responses that apply.

71

44%

43%

33%

32%

27%

20%

18%

14%

8%

5%

3%

2%

4%

Can access the same content through PC

Not interested in using TV to shop online

Can access online video content on PC/Tablet

Too expensive

Happy to watch catch-up TV on PC/Tablet

Not watch many TV programmes

Not interested in watching online videos

Not interested in watching catch-up TV

The technology is confusing

Can access same content through games console

Can access same content through my Tablet

Do not have Broadband at home

Other

% Apply

Base: Q28, All respondents not interested in purchasing internet connected TV (568)

The main reasons for non-interest

in purchasing an internet

connected TV is that consumers

can access the same content

through a PC or they do not want

to use a TV as a means for online

shopping.

Why not interested in internet connected TV

Question 28: Why are you not interested in purchasing an internet connected TV? Please select any responses that apply.

72


I can access the same content through my PC/Laptop

44% 60% 26% 45% 39% 60% 36% 51% 53% 40% 34% 43% 37%

I'm not interested in using my TV to shop for items online

43% 31% 0% 39% 44% 45% 62% 39% 33% 44% 36% 54% 50%

I can access online video content on my PC/Laptop/Tablet

33% 46% 22% 50% 34% 29% 32% 48% 42% 37% 25% 29% 17%

They are too expensive 32% 46% 39% 26% 20% 25% 24% 36% 37% 38% 41% 38% 23%

I'm happy to watch catch-up TV on my PC/Laptop/Tablet

27% 32% 27% 28% 17% 20% 24% 48% 32% 36% 23% 22% 26%

I do not watch many TV programmes 20% 18% 13% 18% 25% 24% 22% 26% 18% 22% 18% 11% 25%

I'm not interested in watching online videos 18% 0% 0% 9% 9% 15% 35% 11% 9% 18% 21% 23% 37%

I'm not interested in watching catch-up TV 14% 11% 12% 9% 18% 11% 25% 0% 12% 10% 14% 14% 20%

The technology is confusing 8% 9% 4% 3% 4% 0% 7% 13% 4% 6% 12% 10% 13%

I can access the same content through my games console

5% 13% 10% 10% 2% 9% 0% 6% 12% 6% 4% 0% 0%

Other 4% 0% 13% 0% 4% 10% 7% 0% 2% 4% 6% 6% 3%

I can access the same content through my Tablet 3% 0% 0% 17% 2% 5% 0% 0% 7% 2% 0% 4% 0%

I do not have Broadband at home 2% 0% 0% 6% 2% 2% 2% 0% 4% 2% 0% 0% 1%

Base: Q28, All respondents not interested in purchasing internet connected TV (568)

Use of multiple screens Question 29: How often do you do the following…?

73

23%

22%

17%

10%

9%

9%

8%

7%

15%

17%

12%

7%

8%

7%

7%

6%

16%

17%

13%

9%

11%

10%

9%

8%

7%

7%

7%

7%

8%

7%

6%

5%

5%

5%

4%

5%

6%

6%

4%

4%

6%

5%

6%

9%

11%

13%

7%

6%

28%

27%

42%

53%

48%

48%

59%

65%

Watch programme on TV whilst usingthe internet on another device

Watch prog. on TV whilst checkingemail on other device

Watch prog. on TV while using socialnetwork on another device

Interact with friends on social networksabout prog. you all watching

Watch prog. on TV while using anotherdevice to find out more about the

prog.

Watch prog. on TV while accessingwebsite related to the prog.

Watch prog. on TV while watchingonline videos on another device

Watch two or more progs at same time

Two or more times a day Once a day A few days a week

About once a week About once every two weeks About once a month or less often

Never


On a daily basis, 39% of

respondents said that they watch

programmes on TV whilst checking

emails and 38% said they watch

programmes on TV while using the

internet on another device.

Consumers are least likely to watch

two or more programmes at the

same time.

Use of multiple screens Question 29: How often do you do the following…?



Watch a programme on TV while using a social network on another device

29% 38% 48% 37% 25% 18% 7% 40% 38% 38% 30% 21% 12%

Watch a programme on TV while using another device to find out more about the programme / the people in the programme

17% 26% 37% 35% 19% 8% 3% 15% 20% 22% 11% 7% 4%

Watch a programme on TV while accessing a website related to the programme

16% 23% 44% 32% 15% 9% 3% 18% 17% 24% 10% 7% 2%

Watch a programme on TV whilst using the internet on another device

39% 40% 52% 47% 36% 30% 22% 41% 44% 47% 42% 39% 27%

Watch a programme on TV while watching online videos on another device

16% 23% 39% 31% 15% 10% 3% 16% 17% 22% 9% 6% 2%

Watch two or more programmes at the same time (eg one on main TV and other on a different device such as laptop/tablet)

13% 20% 42% 25% 12% 8% 1% 12% 13% 17% 6% 4% 2%

Watch programme on TV whilst checking email on another device

39% 40% 49% 47% 35% 28% 20% 35% 43% 51% 43% 43% 34%

Interact with friends on social networks about the programme that you are all watching

17% 26% 41% 33% 15% 10% 2% 26% 17% 24% 11% 7% 3%

Consumer perceptions of content based websites

75

Question 66: When searching online for music, movies, games or e-book downloads which of the following attributes would indicate to you that a site is legitimate and the content is legal? Please select any that apply.

56%

43%

29%

28%

24%

23%

17%

7%

6%

The site is an established legitimate brand

The site has terms and conditions

The site appears high in Google search results

The site looks professional

There is advertising by big brands

Payment is required to access the content

There is no content uploaded by other users

There is advertising by small companies

Other

% Strongly agree /Agree Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Site is an established legitimate brand 56% 58% 38% 43% 53% 58% 63% 64% 53% 49% 59% 64% 65%

The site has terms and conditions 43% 47% 33% 34% 42% 45% 39% 58% 41% 40% 43% 52% 48%

Site appears high in Google results 29% 36% 35% 31% 26% 23% 19% 47% 37% 28% 29% 25% 21%

The site looks professional 28% 35% 36% 37% 24% 19% 16% 48% 34% 34% 24% 19% 16%

There is advertising by big brands 24% 45% 24% 24% 19% 19% 23% 44% 25% 26% 19% 19% 15%

Payment required to access content 23% 28% 21% 22% 22% 18% 20% 27% 30% 25% 24% 20% 19%

No content uploaded by other users 17% 23% 20% 20% 15% 15% 13% 24% 20% 14% 13% 16% 12%

Advertising by small companies 7% 6% 15% 11% 6% 6% 6% 10% 8% 6% 5% 3% 4%

Other 6% 3% 1% 1% 4% 11% 15% 1% 2% 3% 5% 9% 10%


Over half of consumers believe that

a content based website

established by a legitimate brand is

legitimate and the content is legal.

43% of consumers said the same

for content based websites with

terms and conditions, while three

in ten believe that a content based

website with a high Google search

ranking is legitimate.

3D TV

76

Satisfaction with amount of 3D TV content

Question 31: How satisfied are you with the amount of 3D content available for your 3D TV?

32%

31%

22%

9%

5%

Very satisfied

Fairly satisfied

Neither satisfied nor disatisfied

Fairly dissatisfied

Very dissatisfied

77


Very satisfied 32% 33% 44% 41% 26% 14% 0% 55% 40% 44% 5% 39% 28%

Fairly satisfied 31% 26% 38% 30% 37% 13% 21% 15% 51% 37% 41% 22% 15%

Neither satisfied nor dissatisfied 22% 33% 9% 19% 27% 48% 20% 30% 0%

15% 24%

0%

42%

Fairly dissatisfied 9% 0%

6% 5% 7% 20% 37% 0% 9% 4% 25% 20% 0%

Very dissatisfied 5% 8% 3% 5% 3% 5% 21% 0% 0% 0% 5% 19% 15%

Base: Q31, All respondents that own a 3D TV (238)

Amongst people who own a 3D TV,

a third are very satisfied with the

amount of 3D content that is

available.

Reasons why not purchased 3D TV Question 32: Why have you not purchased a 3D TV?

78

48%

38%

32%

25%

22%

20%

17%

14%

11%

5%

5%

3D TV's are too expensive

Just not interested in 3D viewing

Can't be bothered with the glasses

3D is a gimmick

Not enough programmes/movies available

3D best viewed in the cinema

3D viewing isn't relaxing experience

3D viewing gives me a headache

I don't watch much TV

I'm not interested in movies

Other

% Apply


3D TV's are too expensive 48% 62% 37% 46% 43% 40% 41% 63% 51% 51% 51% 48% 44%

I'm just not interested in 3D viewing 38% 28% 29% 25% 35% 39% 46% 40% 38% 30% 42% 43% 52%

I can't be bothered with the glasses 32% 36% 22% 25% 25% 34% 42% 39% 35% 29% 28% 37% 35%

3D is a gimmick 25% 28% 20% 26% 25% 28% 33% 20% 22% 22% 23% 24% 27%

Not enough TV progs/movies in 3D 22% 33% 15% 24% 25% 27% 22% 23% 26% 24% 14% 19% 20%

3D is best viewed in the cinema 20% 29% 21% 20% 15% 20% 16% 28% 23% 23% 17% 17% 20%

3D viewing isn't a relaxing experience 17% 21% 18% 13% 13% 15% 21% 21% 21% 15% 17% 15% 18%

3D viewing gives me a headache 14% 17% 19% 12% 10% 8% 8% 23% 19% 16% 13% 15% 12%

I don't watch much TV 11% 14% 15% 12% 8% 12% 10% 18% 14% 12% 6% 8% 14%

I'm not interested in movies 5% 4% 5% 2% 3% 4% 7% 4% 4% 5% 3% 8% 8%

Other 5% 6% 3% 4% 4% 7% 6% 4% 2% 3% 4% 6% 4%

Base: Q32, All respondents that not own a 3D TV (2,262)

Almost half (48%) of consumers

without a 3D TV said that the main

barrier to ownership is price.

Teenagers are most likely to say

this.

38% of non owners said that they

are not interested in viewing 3D

content, while a third (32%) can’t

be bothered with the glasses.

Content and Devices

79

Extent use PC/laptop to access content Question 33A: Please indicate which devices, if any, you currently use to do each of the following activities. PC/LAPTOP

80 Base: Q33A, All respondents that own pc/laptop and at least one other device (1,572)

92%

89%

88%

78%

77%

71%

66%

62%

58%

54%

54%

46%

44%

44%

41%

33%

30%

22%

Email

Access favourite websites

Shop for products/services online

Watch online video over the internet

Use social networks

Listen to music


Play computer games

Watch TV online

Play online games

Read newspapers online

Read blogs

Watch movies over the Internet




View sexually explicit content online

Write your own blog

Consumers are most likely to use

their PC/laptop to access email,

their favourite websites and online

shopping.

Extent use tablet to access content Question 33B: Please indicate which devices, if any, you currently use to do each of the following activities. TABLET

81 Base: Q33B, All respondents that own tablet and at least one other device (401)

47%

47%

39%

37%

37%

33%

33%

27%

27%

27%

26%

25%

24%

20%

19%

17%

14%

12%

Email


Use social networks

Watch online video



Listen to music

Play computer games



Watch TV online

Play online games

Read blogs





Write your own blog


their tablet to access email,

favourite websites and social

networks.

Extent use smartphone to access content Question 33C: Please indicate which devices, if any, you currently use to do each of the following activities. SMARTPHONE

82 Base: Q33C, All respondents that own smartphone and at least one other device (1,523)

48%

45%

41%

38%

28%

24%

22%

18%

18%

15%

12%

12%

10%

10%

10%

8%

7%

7%

Email

Use social networks

Listen to music


Watch online video

Play computer games


Play online games


Read blogs



Watch TV online





Write your own blog


their smartphone to access email,

access social networks and listen to

music.

Using PC/laptop in future to access content Question 34A: Please indicate which device you will use most frequently over the next six months to do each of the following activities.? PC/LAPTOP

83 Base: Q34A, All respondents that own pc/laptop and at least one other device (1,572)

82%

80%

75%

70%

63%

57%

57%

56%

55%

50%

48%

48%

42%

40%

40%

31%

28%

25%



Email

Watch online video (eg on YouTube)


Use social networks

Watch TV online

Play computer games

Listen to music

Play online games




Read blogs




Write your own blog

Eight in ten consumers said that

they intend to use their PC/laptop

most frequently over the next six

months to shop for

products/services online or access

their favourite websites.

Three quarters of respondents said

that they will use their PC/laptop

most frequently to send/receive

email.

Using tablet in future to access content Question 34B: Please indicate which device you will use most frequently over the next six months to do each of the following activities.? TABLET

84

20%

19%

18%

18%

17%

17%

16%

16%

15%

15%

13%

13%

13%

13%

12%

12%

8%

7%






Email

Read blogs


Watch TV online

Listen to music

Use social networks

Play computer games

Play online games





Write your own blog

Base: Q34B, All respondents that own tablet and at least one other device (401)

A fifth of tablet owners are most

likely to use this device most

frequently over the next six months

to read newspapers or magazines

online.

18% said that they will view online

video or watch catch-up TV most

frequently on their tablet over the

next six months.

Using smartphone in future to access content Question 34B: Please indicate which device you will use most frequently over the next six months to do each of the following activities.? SMARTPHONE

85 Base: Q34C, All respondents that own smartphone and at least one other device (1,523)

26%

24%

20%

11%

11%

11%

10%

9%

8%

8%

7%

7%

6%

6%

5%

5%

5%

4%

Listen to music

Use social networks

Email



Play computer games


Play online games



Read blogs




Write your own blog


Watch TV online


Smartphone owners are most likely

to use this device most frequently

to listen to music, use social

networks or sending/receiving

emails.

Extent use mobile for local search Question 47: Do you use your mobile device to search for local shops, places or attractions when you are out and about?

86

42%

58%

Yes

No


Yes 42% 49% 52% 52% 42% 28% 33% 38% 49% 54% 42% 31% 20%

Base: Q47, All respondents that own smartphone (1,620)

More than four in ten (42%)

smartphone owners use their

device to for local search. This

activity is most popular amongst

females aged 25-34 and males aged

20-34.

How use local search services Question 48: When using local search services, how often do you…?

87

6%

7%

7%

7%

8%

6%

6%

7%

15%

12%

11%

12%

12%

14%

11%

7%

13%

12%

10%

12%

11%

10%

10%

7%

18%

15%

16%

17%

12%

14%

9%

9%

12%

9%

12%

11%

9%

7%

6%

7%

12%

10%

14%

13%

8%

4%

5%

5%

9%

14%

12%

11%

13%

13%

16%

21%

10%

9%

9%

10%

6%

5%

6%

4%

4%

13%

8%

6%

21%

26%

32%

34%

Search to find a local listing (e.g.restaurant, shop)

Read reviews about places thatare listed

Visit the actual places that arelisted

Search for ideas on where to golocally

Check-in at places for promotions/ deals

Check-in at places so friends willknow where you are

Search for friends that may be inthe same location

Write a review about a place youhave visited

Every day A few times a week Once a week

A few times a month Once a month Every few months

Less frequently Whenever in an unfamiliar place Never

Base: Q48, All respondents that use smartphone for local search (684)

A third of consumers using their

device for local search do so on a

weekly basis to find local listings

such as restaurants, shops, etc.

One in three consumers read

reviews about local listings at least

once a week, while one in five

actually write reviews about the

places that they have visited.

Extent view mash-up content Question 56: How often do you watch mash-up content?

88

2% 5% 4%

9%

3%

5%

9%

12%

50%

Every day

A few times a week

Once a week

A few times a month

Once a month

Every few months

Less frequently



Daily 2% 7% 12% 5% 2% 1% 0% 1% 1% 3% 0% 0% 0%

Weekly 9% 17% 28% 19% 9% 5% 0% 10% 13% 11% 5% 1% 0%

Monthly 12% 28% 23% 17% 14% 6% 0%! 20% 20% 16% 7% 4% 1%

Less frequently 15% 18% 10% 18% 15% 15% 11% 16% 18% 20% 15% 10% 8%

Whenever someone recommends 12% 15% 8% 11% 12% 9% 6% 30% 19% 11% 14% 7% 6%

Never 50% 14% 19% 31% 47% 64% 82% 23% 29% 40% 58% 78% 84%

Almost a quarter of consumers

(23%) watch mash-up content at

least once a month.

Males in their early twenties are

most likely to access this content –

four in ten said they watch mash-

ups at least once a week.

Interest in creating video mash-ups Question 57: How likely would you be to create and share your own video mash-ups if there was software available that would allow you to do this within a few minutes?

89

9%

22%

24%

45%

I would definitely dothis

I might do this

I would probably not dothis

I would never do this


I would definitely do this 9% 16% 32% 20% 8% 4% 1% 10% 11% 12% 3% 1% 3%

I might do this 22% 32% 31% 26% 33% 21% 8% 30% 25% 22% 19% 9% 8%

I would probably not do this 24% 32% 20% 24% 24% 20% 22% 29% 28% 28% 26% 23% 17%

I would never do this 45% 19% 18% 30% 34% 54% 68% 32% 36% 38% 52% 67% 72%


Just over three in ten consumers

would create and share their own

video mash-ups if it was possible to

do so within a few minutes.


say this (63%).

Extent of online gambling Question 58: How often do you gamble online?

90

3% 6%

5%

7%

3%

3%

9% 64%

Every day

A few times a week

Once a week

A few times a month

Once a month

Every few months

Less frequently

Never



Daily 3% 3% 13% 7% 5% 3% 1% 1% 1% 3% 0% 1% 1%

Weekly 11% 12% 18% 18% 16% 17% 6% 3% 8% 16% 9% 3% 4%

Monthly 10% 9% 18% 19% 16% 7% 3% 6% 12% 7% 7% 5% 5%

Less frequently 12% 7% 14% 20% 17% 12% 10% 7% 15% 14% 13% 9% 3%

Never 64% 68% 38% 36% 45% 60% 78% 83% 64% 61% 70% 82% 87%

More than a quarter (28%) of

respondents gamble online at least

once a month.

This is an activity most popular

amongst male consumers aged 20-

24 - 31% said they gamble online at

least once a week.

Future gambling incentives Question 59: Please indicate whether any of the following features would encourage you to gamble online? Please select any that apply.

91

4%

3%

2%

2%

1%

12%

10%

8%

7%

4%

12%

14%

13%

14%

16%

72%

74%

77%

77%

79%

Better odds / chance of winning

Gamble without money (purchaseCredits and gamble for moreCredits to purchase products)

Better deals when signing up togambling websites

Gamble money within onlinecomputer games

Better creation of the casinoenvironment on website

Would definitely encourage Would possibly encourage

Would not encourage Would definitely not encourage

% Definitely/possibly encourage Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Better odds / chance of winning 16% 42% 33% 31% 15% 8% 7% 27% 23% 21% 10% 7% 3%

Gamble with credits 12% 33% 24% 19% 16% 5% 2% 23% 19% 15% 10% 5% 2%

Better deals when signing up to gambling websites

10% 29% 23% 22% 10% 7% 4% 16% 16% 12% 6% 2% 1%

Gamble money within online computer games

9% 29% 28% 16% 10% 5% 2% 16% 11% 10% 5% 4% 0%

Better creation of the casino environment on website

5% 12% 16% 11% 6% 4% 2% 7% 7% 9% 4% 1% 0%

Base: Q59, All respondents that not gamble online (1,589)

Aside from better odds, the main

incentive that would encourage

consumers to gamble online would

be the opportunity to gamble with

credits/without money.

Accessing content across devices Question 37: Thinking about accessing content such as music, movies, games, magazines and newspapers on all devices that you own, how much do you agree or disagree with each of the following statements…?

92

35%

29%

24%

19%

31%

31%

26%

29%

21%

25%

33%

32%

6%

8%

9%

12%

6%

8%

8%

7%

It is very important that I can accessmy favourite content on all devices

that I own

I consume media content morefrequently now that it is available on

all devices that I own

When I purchase devices I alwayscheck that I will be able to access

my media content

I prefer to use different devices toaccess different content

Strongly agree Slightly agree Neither agree nor disagree

Disagree slightly Disagree strongly

% Agree Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

It is very important that I can access my favourite content on all devices that I own

66% 84% 74% 73% 69% 57% 40% 70% 71% 75% 70% 56% 42%

I consume media content more frequently now that it is available on all devices that I own

59% 74% 67% 67% 63% 45% 33% 73% 70% 67% 58% 49% 37%

When I purchase devices I always check that I will be able to access my media content

50% 62% 60% 59% 58% 37% 35% 63% 47% 51% 45% 42% 33%

I prefer to use different devices to access different content

49% 55% 62% 53% 53% 42% 40% 53% 50% 46% 44% 51% 40%

Base: Q37, All respondents that own Tablet/Smartphone and PC/laptop (1,587)

Two thirds of consumers that own

multiple devices say it is very

important to access content across

devices.

Six in ten consumers now access

content more frequently because it

is available across all devices

owned.

Less than half of consumers (48%)

prefer to access content across

different devices.

Regulating internet content Question 30: How much do you agree or disagree that content available on the internet should be regulated to the same extent as programmes on television?

93

25%

33%

25%

7% 10% Strongly agree

Slightly agree

Neither agree nor disagree

Slightly disagree

Strongly disagree


Strongly agree 25% 13% 35% 20% 23% 18% 10% 16% 19% 33% 30% 43% 39%

Slightly agree 33% 24% 26% 37% 36% 25% 26% 34% 30% 35% 39% 31% 39%

Neither agree nor disagree 25% 22% 18% 26% 29% 30% 28% 26% 38% 23% 20% 19% 13%

Slightly disagree 7% 13% 9% 8% 6% 4% 13% 9% 9% 4% 6% 2% 4%

Strongly disagree 10% 26% 12% 9% 5% 22% 22% 14% 4% 5% 5% 5% 5%

Base: Q30, All respondents that watch a programme on TV while also watching content via internet on another device (1,036)

Almost six in ten consumers (58%)

believe that internet content should be

regulated in the same way at TV

programmes.

Attitudes towards internet regulation Question 64: Please indicate how much you agree or disagree with each of the following statements.

34%

27%

5%

5%

30%

26%

7%

6%

19%

24%

11%

10%

6%

8%

17%

16%

6%

10%

52%

60%

6%

5%

7%

3%

British law should be appliedonline in the same way as it is

offline

The internet requires moreregulation to prevent

individuals from downloadingunauthorised content

A family member has been avictim of cyber bullying in the

last 12 months

I have been a victim of cyber-bullying in the last 12 months

Strongly agree Agree Neither agree nor disagreeDisagree Strongly disagree Not sure

94

% Strongly agree /Agree Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

British law should be applied online in the same way as it is offline

64% 38% 51% 50% 60% 63% 73% 54% 53% 64% 78% 83% 86%

The internet requires more regulation to prevent individuals from downloading unauthorised content

53% 29% 46% 46% 44% 47% 51% 43% 45% 56% 67% 79% 70%

A family member has been a victim of cyber bullying in the last 12 months

13% 21% 27% 21% 13% 9% 4% 14% 10% 14% 12% 6% 5%

I have been a victim of cyber-bullying in the last 12 months

10% 20% 30% 18% 11% 6% 0% 11% 9% 14% 6% 2% 3%


Almost two thirds of consumers

(64%) believe that British law

should be applied online in the

same was as it is offline. Females

aged 45+ are most likely to say this

(85%).

One in ten consumers (10%) has

been a victim of cyber-bullying in

the last 12 months. This figure rises

to 30% amongst males aged 20-24.

Question 38: Why do you not own a tablet?

95

42%

36%

27%

27%

16%

14%

13%

8%

4%

4%

3%

Too expensive

Prefer to use a laptop

Waiting for the price to fall

Have no use for a Tablet

Don't want to pay additional mobile contract

Use mobile for most functions that would use Tablet for

Don't know enough about them

Already have an eBook reader

Waiting for the Kindle Fire

Other

Waiting for my friends to buy one

% Apply

Barriers to tablet ownership

Base: Q38, All respondents that not own a tablet (2,062)

The main barrier to tablet ownership

is their price – 42% of non-owners say

they are two expensive, while more

than a quarter (27%) are waiting for

the price to fall.

More than a third of non-owners

(36%) are put off from purchasing a

tablet because they prefer to use a

laptop.

Apps

96

Amount spent on apps

Question 39: How much have you spent on apps in the past 3 months?

50%

10%

12%

13%

8%

6% Nothing

Between £1 and £2

Between £3 and £5

Between £5 and £10


More than £15

97 Base: Q39, All respondents that downloaded apps (1,335)

This slide shows that half of app

downloaders paid for at least one

app in the past 3 months.

70% of app purchasers spent less

than £10 in the past 3 months.

Amount spent within apps

Question 40: How much have you spent purchasing items within apps in the past 3 months? For example, purchasing add-on items or extra features within the app.

66% 6%

10%

9%

5% 5%

Nothing

Between £1 and £2

Between £3 and £5



More than £15

98 Base: Q40, All respondents that downloaded apps (1,335)

A third of app downloaders spent

money purchasing items within apps

in the past 3 months. Of these

respondents, three in ten spent more

than £10

Most appealing types of apps

58%

40%

35%

33%

29%

28%

25%

23%

22%

18%

18%

15%

12%

12%

11%

10%

9%

3%

Games

Social networks

Music

Entertainment

Fun

Online shopping

News/Current affairs

Sports

Utilities

Video

Lifestyle

Education

Friends & Family

Deals

Local places

Business

None

Other

99

Question 41: Which of the following apps have you downloaded? Please select all that apply.

Base: Q41, All respondents that downloaded apps (1,335)

Games are the most popular type of

app regardless of age and gender.

Four in ten app downloaders have

downloaded a social network

application, while just over a third

(35%) have downloaded an app

related to music.

A full demographic is provided on the

next page.

Most appealing types of apps

100

Question 41: Which of the following apps have you downloaded? Please select all that apply.

% apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Games 58% 78% 56% 58% 58% 46% 38% 71% 57% 57% 54% 56% 46%

Social networks 40% 42% 34% 35% 35% 27% 24% 62% 55% 48% 39% 35% 30%

Music 35% 38% 41% 36% 29% 31% 16% 45% 33% 39% 37% 35% 29%

Entertainment 33% 30% 31% 30% 34% 30% 22% 52% 37% 39% 28% 32% 20%

Fun 29% 34% 33% 27% 23% 18% 14% 47% 40% 36% 24% 15% 20%

Online shopping 28% 19% 22% 28% 26% 25% 30% 33% 26% 36% 33% 31% 29%

News/Current affairs 25% 20% 24% 23% 25% 29% 37% 22% 18% 24% 26% 32% 18%

Sports 23% 31% 23% 40% 40% 32% 28% 5% 12% 15% 8% 8% 10%

Utilities 22% 28% 19% 24% 28% 22% 39% 18% 14% 21% 15% 16% 15%

Lifestyle 18% 10% 16% 17% 12% 11% 14% 29% 26% 22% 21% 21% 10%

Video 18% 29% 41% 23% 18% 16% 9% 16% 13% 15% 11% 7% 5%

Education 15% 19% 18% 15% 12% 5% 6% 20% 20% 20% 14% 10% 10%

Deals 12% 6% 8% 14% 9% 14% 14% 18% 12% 14% 12% 12% 7%

Friends & Family 12% 5% 14% 19% 9% 1% 4% 11% 19% 19% 11% 10% 8%

Local places 11% 0% 9% 15% 11% 9% 23% 12% 8% 9% 15% 13% 15%

Business 10% 7% 15% 14% 12% 12% 23% 8% 7% 4% 9% 5% 8%

None 9% 4% 8% 5% 14% 13% 14% 8% 11% 8% 8% 9% 16%

Other 3% 0% 1% 0% 1% 6% 6% 1% 1% 2% 6% 7% 12%


Question 42: How do you usually find out about apps?

101

49%

38%

31%

19%

16%

16%

14%

13%

10%

9%

2%

App store

Friends tell me about new apps

Android Market

Website that the app is linked to

Advertising (online, TV, public transport)

Email updates from brands

Apps that inform me about new apps

Read about them in papers/magazines

Updates from brands on social networks

Blogs

Other

% Apply

Discovering Apps


App store 49% 59% 50% 49% 51% 38% 44% 56% 47% 47% 49% 46% 45%

Friends tell me about new apps 38% 50% 41% 33% 26% 32% 20% 44% 40% 38% 47% 42% 41%

Android Market 31% 39% 31% 36% 35% 34% 34% 24% 31% 29% 24% 26% 22%

Website that the app is linked to 19% 15% 19% 24% 16% 24% 16% 19% 14% 25% 17% 17% 18%

Ads (eg online, TV, public transport) 16% 24% 18% 20% 10% 8% 8% 19% 20% 14% 19% 14% 18%

Email updates from brands 16% 3% 21% 20% 10% 23% 27% 10% 11% 14% 21% 17% 15%

Apps that inform me about new apps 14% 11% 19% 18% 13% 10% 13% 18% 9% 11% 14% 20% 13%

Read about them in papers/mags 13% 9% 15% 10% 14% 18% 15% 11% 12% 15% 9% 16% 15%

Social network updates from brands 10% 7% 12% 12% 9% 8% 10% 9% 9% 11% 10% 9% 12%

Blogs 9% 15% 19% 14% 8% 4% 3% 11% 8% 7% 6% 5% 6%

Other 2% 0% 0% 3% 3% 3% 6% 3% 0% 1% 1% 4% 3%


Consumers are most likely to discover

new apps via the App store/ Android

market or through friends. Teenage males

are the most likely demographic to

discover apps through these sources.

Almost one in five males aged 20-24

(19%) usually find out about apps through

blogs.

Question Q43: How much do you agree or disagree with the following statements about apps?

33%

27%

24%

23%

21%

18%

16%

14%

13%

10%

37%

47%

49%

45%

44%

39%

47%

31%

30%

23%

16%

13%

12%

13%

15%

19%

15%

27%

32%

32%

6%

5%

4%

5%

7%

6%

6%

17%

13%

20%

8%

8%

11%

14%

14%

19%

16%

11%

12%

15%

I'm put off downloading apps thathave to pay for

I mainly use apps for fun andentertainment

Best apps provide me with a tool fordoing something useful

Best apps enable me to dosomething faster than normally

Apps are worth paying for if theyprovide a great service

All businesses should develop app tohelp customers get best service

Apps are a great way for a brand toengage with their customers

I use apps to stream music / radioon my mobile device

I mainly use apps that are shortcutsto websites

I only ever access websites throughthe app created for that website

Strongly agree Agree Disagree Strongly disagree Not sure

102

Attitudes towards apps


Amongst all consumers that download

apps, seven in ten (70%) are put off from

downloading apps that have to be paid

for. However, almost two thirds (65%)

said that apps are worth paying for if they

provide a great service.

Almost three quarters (74%) mainly use

apps for fun and entertainment, while

73% agree that the best apps provide

them with a tool for doing something

useful.

63% of app downloaders believe that

apps are a great way for a brand to

engage with their customers.

Review Platforms

103

Question Q44: Thinking about occasions when you are considering visiting the cinema to watch a new release movie, how often do you do each of the following?

23%

18%

17%

13%

12%

10%

9%

8%

8%

7%

6%

36%

33%

36%

32%

33%

30%

21%

25%

17%

16%

12%

16%

17%

16%

19%

21%

21%

17%

20%

19%

17%

17%

12%

17%

16%

22%

20%

25%

37%

32%

41%

44%

50%

14%

15%

14%

14%

14%

14%

15%

15%

15%

15%

16%

Watch official movie trailer

Read plot summary

Discuss movie with friends (eg face to face,through email)

Look at star ratings provided in onlinereviews

Read reviews by film critics in newspapers /magazines

Read reviews by film critics on websites

Discuss movie with friends on socialnetworks

Access websites showing reviews frompeople who watched movie

Watch customer video reviews

Visit official movie page on Facebook

Check number of likes for movie page onFacebook

I always do this I sometimes do this I hardly ever do this

I never do this I never visit cinema

104

Review Platforms - Cinema


Consumers are most likely to watch the

official movie trailer (59%) or discuss the

movie with friends (53%) when

considering visiting the cinema to watch a

new film.

However, 45% of respondents look at the

star ratings provided in online reviews,

while a third (33%) access websites

showing reviews from people who have

watched the movie.

A quarter (25%) of consumers watch

online customer video reviews and this

figure rises to 46% amongst males in their

early twenties.

Question Q44: Thinking about occasions when you are considering visiting the cinema to watch a new release movie, how often do you o each of the following?

105

Review Platforms - Cinema

% Always/Sometimes Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Watch official movie trailer 59% 71% 70% 67% 62% 49% 30% 76% 71% 70% 66% 48% 36%

Discuss movie with friends (eg face to face, over phone, through email)

53% 68% 60% 61% 54% 42% 23% 70% 63% 65% 56% 46% 39%

Read plot summary 51% 48% 56% 59% 51% 41% 24% 62% 67% 64% 60% 47% 37%

Look at star ratings provided in online reviews

45% 53% 59% 55% 46% 37% 20% 63% 52% 57% 46% 35% 24%

Read reviews by film critics in newspapers/magazines

44% 48% 48% 48% 50% 37% 32% 43% 39% 50% 47% 45% 41%

Read reviews by film critics on websites

40% 48% 48% 50% 48% 33% 17% 46% 46% 48% 41% 32% 26%

Access websites showing reviews from other people who have watched movie

33% 44% 49% 51% 40% 22% 12% 41% 39% 40% 31% 20% 15%

Discuss movie with friends on social networks such as Facebook and Twitter

30% 51% 54% 42% 30% 15% 4% 51% 42% 38% 31% 12% 9%

Watch customer video reviews on sites such as YouTube

25% 42% 46% 43% 28% 19% 8% 24% 23% 30% 18% 15% 11%

Visit official movie page on Facebook

23% 30% 44% 43% 26% 12% 5% 26% 30% 31% 16% 11% 6%

Check number of likes for movie page on Facebook

18% 28% 41% 35% 21% 11% 2% 23% 17% 25% 13% 7% 5%


Question Q45: Thinking about occasions when you are considering purchasing a new book, how often do you do each of the following?

18%

11%

9%

9%

9%

8%

6%

5%

5%

5%

5%

30%

30%

29%

24%

24%

22%

15%

11%

13%

12%

15%

14%

17%

18%

17%

18%

17%

15%

13%

15%

15%

16%

24%

29%

30%

37%

35%

39%

49%

56%

52%

54%

50%

14%

14%

14%

14%

14%

14%

14%

14%

14%

14%

14%

Read authorised description about book

Discuss book with friends (eg face to face,through email)

Read reviews by book critics in newspapers /magazines

Look at star ratings provided in onlinereviews

Read reviews by book critics on websites

Access websites showing reviews frompeople who read book

Discuss book with friends on social networks

Check number of Likes for book on Facebook

Visit official page on Facebook

Watch customer video reviews

Watch video trailer about book

I always do this I sometimes do this I hardly ever do this

I never do this I never purchase books

106

Review Platforms - Books


When considering purchasing a new book,

consumers are most likely to read the

authorised description (18%) or discuss it

with friends (41%).

A third of respondents read online

reviews by book critics, while another

third look at star ratings provided online

by previous readers of the book.

Only 16% of consumers look at the

number of people that ‘like’ the book on

Facebook, although this figure rises to

43% amongst males aged 20-24.

Question Q45: Thinking about occasions when you are considering purchasing a new book, how often do you do each of the following?

107

Review Platforms - Books

% Always/Sometimes Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Read authorised description about book

49% 42% 48% 53% 41% 37% 33% 53% 51% 57% 54% 59% 54%

Discuss book with friends (eg face to face, over phone, through email)

41% 43% 52% 46% 32% 29% 22% 53% 45% 49% 43% 45% 41%

Read reviews by book critics in newspapers/magazines

38% 28% 48% 40% 37% 36% 33% 37% 33% 42% 34% 43% 49%

Look at star ratings provided in online reviews

33% 33% 53% 40% 31% 24% 18% 41% 36% 41% 28% 29% 25%

Read reviews by book critics on websites

33% 32% 41% 42% 33% 30% 19% 40% 33% 38% 33% 29% 31%

Access websites showing reviews from other people who have read the book

30% 28% 48% 40% 30% 24% 14% 35% 31% 37% 27% 24% 24%

Discuss book with friends on social networks such as Facebook and Twitter

22% 29% 41% 33% 18% 12% 4% 31% 29% 29% 22% 13% 8%

Watch video trailer about book 19% 26% 43% 33% 20% 11% 4% 24% 19% 26% 15% 10% 8%

Visit official page on Facebook 19% 23% 41% 30% 22% 12% 4% 19% 21% 28% 14% 10% 4%

Watch customer video reviews on sites such as YouTube

17% 25% 40% 28% 24% 10% 3% 15% 15% 24% 11% 8% 5%

Check number of Likes for book on Facebook

17% 19% 43% 30% 20% 11% 1% 17% 17% 23% 12% 5% 5%


Question Q46: Please indicate how reliable you find each of the following review platforms.

22%

14%

13%

10%

8%

7%

7%

7%

40%

43%

40%

26%

25%

25%

24%

19%

23%

24%

28%

32%

33%

37%

36%

35%

5%

5%

6%

7%

7%

12%

11%

9%

2%

3%

3%

4%

4%

7%

7%

6%

8%

12%

10%

21%

22%

11%

16%

23%

Discussions with friends (eg face toface, through email)

Websites showing customer reviews

Star ratings given by customersreviewing the item online

Friends suggestions on social networks

Customer video reviews on sites

Official reviews written by brand

Official video review created by brand

Social Network updates by brands

Very reliable Fairly reliableNeither reliable nor unreliable Fairly unreliableVery unreliable Not familiar with review platform

108

Reliability of Review Platforms


Aside from personal discussions with

friends, online customer reviews and star

ratings within online reviews are the most

reliable review platforms.

One third of consumers feel that online

customer video reviews are reliable and

teenage males are most likely to say this.

Males aged 15-34 are most likely to trust

official online reviews / official video

reviews from brands, while respondents

aged 15-34 are more likely than their

older counterparts to trust social network

updates from brands.

Question Q46: Please indicate how reliable you find each of the following review platforms.

109

Reliability of Review Platforms

% Very/Fairly Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Discussions with friends (eg face to face, over phone, through email)

61% 63% 62% 61% 58% 53% 45% 69% 61% 66% 72% 65% 58%

Websites showing customer reviews

57% 60% 58% 59% 54% 46% 46% 66% 58% 69% 64% 54% 47%

Star ratings given by customers who have purchased and reviewed the item online

53% 62% 54% 55% 50% 41% 35% 61% 53% 64% 61% 56% 48%

Friends suggestions on social networks such as Facebook and Twitter

36% 48% 48% 43% 32% 23% 14% 46% 44% 48% 42% 29% 19%

Customer video reviews on sites such as YouTube

33% 53% 48% 41% 34% 26% 17% 43% 30% 41% 32% 28% 11%

Official reviews written by the brand

32% 42% 42% 42% 31% 22% 18% 36% 33% 41% 37% 28% 16%

Official video review created by the brand

31% 45% 41% 42% 33% 21% 16% 37% 32% 40% 32% 26% 13%

Social Network updates by brands showing latest products and services

26% 35% 43% 35% 22% 16% 7% 33% 33% 34% 31% 22% 10%


Subscription Models

110

Online entertainment subscriptions

111

Question 49: Do you subscribe to online services offering access to any of the following…? Please select any that apply.

15%

13%

10%

8%

8%

7%

6%

65%

Movies

Games

Music downloads

TV Programmes

Magazines

Music streaming

Newspapers

None of these


Movies (e.g. Netflix, LoveFilm) 15% 23% 25% 23% 15% 12% 3% 13% 18% 22% 18% 7% 5%

Games (e.g. xBox LIVE, LoveFilm) 13% 32% 29% 28% 14% 6% 1% 13% 13% 13% 8% 2% 1%

Music downloads (e.g. iTunes) 10% 18% 24% 14% 10% 6% 3% 13% 14% 14% 8% 3% 2%

TV Programmes (e.g. Netflix) 8% 14% 20% 16% 10% 4% 0% 8% 10% 11% 6% 2% 1%

Magazines 8% 12% 14% 11% 11% 6% 2% 8% 10% 10% 6% 6% 2%

Music streaming (e.g. Spotify) 7% 16% 18% 13% 5% 4% 0% 8% 8% 8% 3% 2% 1%

Newspapers (e.g. thetimes.co.uk) 6% 7% 11% 11% 6% 2% 3% 5% 6% 9% 7% 3% 3%

Other 0% 0% 1% 0% 0% 1% 1% 0% 0% 1% 0% 0% 1%

None of these 65% 37% 37% 45% 65% 75% 90% 64% 59% 58% 68% 80% 89%


Movies and games are the most popular

online subscription services amongst

consumers.

Games subscriptions are most popular

amongst teenage males (32%) and

subscriptions for movies or music

downloads are most evident amongst 20-

24 year old males.

Males aged 15-34 are most likely to have

a content based subscription.

Amount paid for subscription services Question 50: Approximately how much do you pay each month for all of your online subscription(s)? Please select an amount that covers all online subscriptions that you have.

112

19%

12%

25%

20%

12%

6% 4% 3% Nothing - free subscription service(s)

Up to £4

£5-£9

£10-£14

£15-£20

£20-£29

£30-£49

£50+

Base: Q50, All respondents that subscribe to online services (875)


Nothing - free subscription service(s) 19% 26% 18% 10% 16% 16% 13% 40% 17% 22% 18% 17% 23%

Up to £1 2% 3% 5% 2% 0% 2% 0% 2% 3% 2% 1% 4% 0%

£1-£4 10% 8% 8% 10% 11% 9% 26% 5% 9% 6% 14% 13% 4%

£5-£9 25% 19% 22% 25% 27% 28% 25% 15% 27% 27% 28% 27% 48%

£10-£14 20% 15% 22% 26% 22% 27% 4% 14% 20% 23% 20% 11% 8%

£15-£20 12% 8% 16% 9% 12% 7% 18% 12% 16% 9% 12% 23% 13%

£20-£29 6% 10% 7% 9% 4% 7% 4% 6% 5% 4% 4% 4% 0%

£30-£49 4% 7% 3% 6% 4% 2% 9% 4% 2% 4% 1% 2% 4%

£50+ 3% 3% 0% 3% 5% 4% 0% 4% 1% 4% 2% 0% 0%

This slide shows that three quarters

of subscribers to online content

spend less than £15 each month on

their subscriptions.

Barriers to subscribing

113

Question 51: Why do you not subscribe to any online entertainment services? Please select any that apply.

54%

44%

35%

28%

17%

13%

12%

12%

3%

3%

2%

Do not want to pay for a subscription

Subscriptions are too expensive

Not interested in accessing music

Not interested in gaming

Do not watch many movies

Would rather download and own content

Do not watch many TV programmes

Don’t mind ads on free subscription services

Use unauthorised sites to access media content

Other

I was not aware of subscription services


I do not want to pay for a subscription 54% 47% 56% 48% 47% 59% 55% 60% 45% 56% 53% 59% 60%

Subscriptions are too expensive 44% 51% 39% 39% 39% 44% 40% 60% 45% 47% 45% 48% 42%

Not int. in accessing music this way 35% 38% 21% 29% 30% 38% 50% 23% 23% 24% 29% 40% 50%

I am not interested in gaming 28% 12% 8% 17% 13% 32% 51% 21% 18% 20% 21% 41% 45%

I do not watch many movies 17% 12% 17% 11% 14% 19% 18% 12% 12% 11% 14% 24% 26%

Rather d/l and own content myself 13% 22% 13% 14% 15% 16% 13% 19% 21% 12% 10% 4% 7%

I do not watch many TV programmes 12% 9% 11% 11% 12% 14% 13% 6% 13% 12% 10% 11% 15%

Don’t mind adverts on free services 12% 9% 17% 15% 12% 7% 13% 27% 17% 9% 9% 9% 8%

I use unauthorised sites 3% 9% 4% 7% 3% 2% 3% 9% 5% 5% 1% 0% 1%

Other 3% 0% 4% 2% 4% 2% 4% 2% 1% 3% 3% 1% 3%

Not aware of subscription services 2% 4% 2% 1% 1% 1% 1% 4% 1% 3% 3% 5% 2%

Base: Q51, All respondents that not subscribe to online services (1,625)

The main reasons given for not

subscribing to online

entertainment services are related

to payment – 54% say they do not

want to pay for a subscription,

while 44% say subscriptions are too

expensive.

Future subscription use Question 52: Thinking about the next 12 months, how likely are you to start paying a monthly fee to subscribe to online service(s) offering unlimited access to…?

114

2%

1%

2%

1%

1%

7%

5%

5%

3%

2%

14%

14%

11%

14%

12%

12%

13%

11%

12%

11%

68%

65%

73%

68%

73%

Movies

Music

TV Programmes

Games

News/current affairs

Very likely Fairly likely Neither likely nor unlikely Fairly unlikely Very unlikely

% Likely Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Movies 8% 18% 28% 12% 10% 9% 4% 10% 8% 7% 9% 5% 4%

TV Programmes 7% 17% 19% 10% 10% 5% 4% 8% 7% 3% 5% 6% 2%

Music 6% 17% 24% 10% 8% 4% 2% 9% 7% 3% 4% 4% 1%

Games 5% 14% 26% 10% 7% 3% 1% 3% 4% 2% 5% 3% 2%

News/current affairs 3% 6% 16% 6% 6% 2% 2% 3% 4% 1% 2% 3% 0%

Base: Q52, All respondents that not subscribe to online services (1,625)

This slide shows that there is low

interest in subscription services in

the future amongst respondents

that do not currently have one. For

all types of content, less than one

in ten said that they are likely to

get a content subscription in the

next 12 months.

One-off online entertainment purchases

115

Question 53: Do you ever pay a one-off fee to do any of the following activities…? Please select any that apply.

26%

14%

12%

7%

6%

5%

1%

57%

Download a song

Watch a movie online

Play a game online

Watch a TV Programme online

Stream a song

Access news/current affairs site

Other

None of these


None of these 57% 37% 30% 40% 56% 66% 78% 54% 53% 49% 57% 76% 80%

Download a song 26% 30% 37% 30% 24% 21% 15% 34% 31% 30% 31% 16% 13%

Watch a movie online 14% 15% 27% 24% 18% 10% 3% 10% 16% 18% 13% 6% 4%

Play a game online 12% 27% 31% 26% 15% 7% 1% 8% 11% 13% 7% 3% 3%

Watch a TV Programme online 7% 8% 15% 12% 10% 3% 3% 6% 9% 10% 5% 2% 3%

Stream a song 6% 11% 13% 12% 7% 3% 2% 4% 6% 9% 4% 0% 0%

Access news/current affairs site 5% 6% 10% 12% 5% 4% 2% 2% 4% 6% 2% 3% 2%

Other 1% 1% 0% 1% 0% 1% 0% 0% 0% 0% 0% 1% 1%


Consumers are most likely to pay one off

fees to download songs (26% do this) -

males aged 20-24 are most likely to say

this.

Amount spent on one-off payments Question 54: Approximately how much do you spend in total each month on one off payments to access content?

116

23%

25%

23%

16%

7%

3% 1% Up to £1

£1-£4

£5-£9

£10-£14

£15-£20

£20-£29

£30-£49

£50+

Base: Q54, All respondents that pay one-off fees to access content (1,069)


Up to £1 23% 27% 18% 13% 19% 26% 26% 36% 25% 27% 17% 29% 40%

£1-£4 25% 19% 13% 17% 25% 23% 29% 28% 26% 31% 36% 41% 26%

£5-£9 23% 24% 25% 22% 26% 23% 29% 16% 30% 15% 26% 22% 25%

£10-£14 16% 17% 21% 26% 13% 16% 14% 10% 16% 19% 13% 5% 7%

£15-£20 7% 4% 20% 15% 7% 9% 2% 4% 1% 5% 5% 3% 0%

£20-£29 3% 7% 2% 3% 5% 1% 0% 4% 0% 4% 1% 0% 0%

£30-£49 1% 0% 1% 2% 3% 0% 0% 2% 1% 0% 1% 0% 2%

£50+ 1% 3% 0% 2% 2% 3% 0% 0% 0% 1% 2% 0% 0%

This slide shows that 87% of

consumers spend less than £15 on

one off payments to access content.

Making one-off payments in future Question 55: Thinking about the next 12 months, how likely are you to start making one-off payments to do any of the following…?

117

2%

2%

3%

2%

2%

4%

7%

5%

4%

4%

3%

3%

13%

15%

13%

12%

12%

12%

10%

11%

10%

10%

9%

9%

67%

67%

70%

71%

73%

73%

Download a song

Watch a movie online

Watch a TV Programme online

Play a game online

Stream a song

Access news/current affairs site

Very likely Fairly likely Neither likely nor unlikely Fairly unlikely Very unlikely

% Likely Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

Download a song 9% 10% 28% 9% 8% 7% 5% 14% 16% 12% 12% 5% 4%

Watch a movie online 8% 7% 26% 11% 11% 5% 3% 13% 9% 10% 7% 5% 2%

Play a game online 7% 7% 34% 8% 8% 7% 2% 3% 7% 11% 6% 4% 3%

Watch a TV Programme online 7% 5% 23% 9% 6% 6% 5% 7% 9% 8% 8% 6% 4%

Access news/current affairs site 7% 4% 21% 5% 5% 8% 6% 4% 5% 9% 7% 7% 5%

Stream a song 5% 5% 26% 7% 5% 6% 2% 4% 5% 5% 8% 3% 1%

Base: Q55, All respondents that not pay one-off fees to access content (1,431)

There is low interest in paying one-

off payments to access content in

the near future. For all types of

content, less than one in ten

current non-purchasers said that

they are likely to start making one-

off payments to access content

over the next 12 months.

Data Privacy

118

Attitudes towards online data privacy (1) Question 60: Thinking about the personal details that you provide online, how much do you agree or disagree with each of the following statements.

119

41%

40%

37%

36%

36%

30%

31%

34%

29%

30%

22%

22%

21%

25%

24%

3%

3%

4%

4%

5%

3%

4%

4%

6%

5%

I would like more informationabout who can access personal

information that I provide online

I would like more informationabout what is done with personalinformation that I provide online

I'm concerned about who usesthe personal information that I

provide online

I would like more information onwhat social networks do with

personal information providedonline

I'm concerned about who canaccess my personal details on

social networks such as Facebook

Strongly agree Slightly agreeNeither agree nor disagree Slightly disagreeStrongly disagree


Just over seven in ten (71%) respondents

are concerned about who uses the

personal information that they provide

online and would like more information

on who can access it. 71% of respondents

would also like more information on what

happens to the personal information that

they provide online.

Turning to social networks, two-thirds of

consumers are concerned about who can

access their personal details on social

networks, while almost two-thirds of

respondents would like more information

on what social networks do with the

personal information that users provide.

Attitudes towards online data privacy (2) Question 60: Thinking about the personal details that you provide online, how much do you agree or disagree with each of the following statements.

120

32%

12%

6%

6%

31%

34%

16%

14%

26%

32%

26%

24%

7%

11%

26%

27%

4%

10%

25%

28%

I always provide accurateinformation when giving my

personal details online

I'm happy to provide personalinformation online in return for

rewards and benefits

I never think about howorganisations use personal

information that I provide online

I never think about who has accessto personal information I provide

online

Strongly agree Slightly agreeNeither agree nor disagree Slightly disagreeStrongly disagree


Less than half (46%) of respondents are

happy to provide their personal

information in return for rewards and

benefits.

One in five respondents never think about

who has access to the personal

information that they provide online,

while 22% of respondents never think

about how organisations use the personal

information that they provide online.

A full demographic breakdown is provided

on the next page.

Attitudes towards online data privacy Question 60: Thinking about the personal details that you provide online, how much do you agree or disagree with each of the following statements.

121

% Strongly/slightly agree Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64

I am concerned about who uses the personal information that I provide online

71% 61% 60% 64% 64% 73% 78% 66% 66% 71% 74% 84% 86%

I would like more information about who can access the personal information that I provide online

71% 65% 62% 61% 62% 72% 79% 62% 69% 74% 75% 85% 82%

I would like more information about what is done with the personal information that I provide online

71% 66% 62% 62% 63% 70% 78% 65% 73% 72% 74% 84% 84%

I am concerned about who can access my personal details on social networks such as Facebook

65% 59% 53% 59% 58% 62% 65% 65% 64% 71% 72% 76% 75%

I would like more information on what social networks do with the personal information that I provide online

65% 66% 62% 58% 57% 62% 62% 67% 67% 72% 68% 76% 71%

I always provide accurate information when giving my personal details online

63% 63% 60% 61% 55% 63% 66% 55% 58% 61% 62% 75% 71%

I am happy to provide personal information online in return for rewards and benefits (eg entry into prize draws, ability to access and use websites, etc)

46% 55% 52% 50% 48% 50% 35% 53% 37% 52% 42% 44% 40%

I never think about how organisations use personal information that I provide online

23% 36% 43% 31% 19% 20% 9% 24% 27% 27% 17% 16% 11%

I never think about who has access to the personal information that I provide online

20% 31% 39% 31% 20% 18% 10% 19% 21% 23% 15% 11% 13%


Receiving third party correspondence Question 61: When registering with websites and services online how often do you tick the opt-in box to receive emails or any other correspondence from third parties?

122

10%

34%

27%

29%

I always do this

I sometimes do this

I hardly ever do this

I never do this


I always do this 10% 9% 21% 13% 11% 8% 7% 6% 6% 11% 5% 8% 9%

I sometimes do this 34% 30% 35% 36% 40% 35% 30% 27% 35% 39% 37% 33% 26%

I hardly ever do this 27% 24% 21% 25% 24% 27% 26% 30% 26% 26% 31% 33% 32%

I never do this 29% 36% 22% 25% 26% 30% 37% 37% 32% 24% 27% 25% 32%


When registering with websites, one in

ten consumers always tick the opt-in box

to receive correspondence from third

parties, while just over a third (34%) of

consumers sometimes do this.

Reasons for receiving third party correspondence

123

Question 62: Why do you choose to receive correspondence from third parties? Please select any that apply.

60%

36%

14%

12%

11%

8%

1%

I might be interested in what they send me

I trust them to send me relevant communication

I tick the box by mistake

I always tick the box out of habit

I get confused by the wording that is used

I don't check my email account very often

Other


I might be interested in what they send 60% 70% 34% 52% 66% 65% 67% 60% 58% 58% 63% 62% 71%

I trust them to send me relevant communication

36% 46% 38% 42% 34% 38% 32% 43% 38% 28% 37% 29% 36%

I tick the box by mistake 14% 21% 20% 13% 15% 8% 12% 20% 21% 13% 8% 12% 14%

I always tick the box out of habit 12% 11% 26% 16% 13% 9% 5% 14% 7% 14% 12% 8% 6%

I get confused by the wording used 11% 17% 24% 14% 6% 8% 3% 14% 15% 13% 7% 6% 9%

Doesn't matter to me as I don't check my email account very often

8% 16% 21% 13% 8% 1% 2% 9% 6% 8% 8% 3% 4%

Other 1% 0% 1% 0% 1% 2% 4% 0% 3% 1% 1% 3% 0%

Base: Q62, All respondents that choose to receive third party correspondence (1,094)

By far the main reason for choosing to

receive third party correspondence is that

consumers may be interested in what

they receive (60% said this). Females aged

55-64 and teenage males (70%) are most

likely to say this.

Just over one in ten (11%) respondents

say they tick the box because they get

confused by the wording used, while 14%

say they tick the box by mistake.

Incentivising online adverts Question 63: How likely would you be to tick the third party correspondence opt-in box if you received 25p each time you agreed to receive an advert showing a product that may interest you? The 25p can be paid into your bank account or received in another format such as Facebook Credits.

124

26%

30%

20%

9%

16% Very likely

Fairly likely

Neither likely nor unlikely

Fairly unlikely

Very unlikely


Very likely 26% 43% 34% 29% 36% 29% 15% 31% 22% 26% 23% 18% 12%

Fairly likely 30% 26% 29% 37% 27% 31% 26% 35% 30% 33% 29% 29% 24%

Neither likely nor unlikely 20% 13% 17% 18% 21% 21% 22% 15% 20% 21% 21% 18% 24%

Fairly unlikely 9% 6% 8% 5% 7% 7% 11% 9% 11% 8% 11% 13% 12%

Very unlikely 16% 13% 12% 10% 9% 13% 26% 10% 17% 13% 16% 21% 28%


This slide shows that more than half (56%)

of consumers would agree to receive an

advert showing a product that they may

be interested in if they received 25p on

each occasion.

Male teenagers are most likely to be

interested in receiving an incentive for

adverts.

Contact details: Alexander Ross, Wiggin, Partner – Music, Publishing and Technology +44 (0) 20 7927 9671 [email protected] Russell Hart, CEO, Entertainment Media Research +44 (0) 20 7240 1222 [email protected] Gareth Edwards, Senior Research Manager, Entertainment Media Research +44 (0) 20 7240 1222 [email protected] Patrick Johnston, Business Development, Entertainment Media Research +44 (0) 20 7240 1222 [email protected]





Documents

Wiggin 2012 Digital Entertainment Survey