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Edelman’s annual study into Entertainment trends is now in its sixth year. The research tracks the impact of social media and new platforms on entertainment audiences in the UK and US, revealing the key issues that entertainment brands and communication professionals should consider when looking to engage audiences with content
Citation preview
Value and Engagement in the Era of Social Entertainment and Second Screens
Methodology
Research targets Nationally representative survey of adults (Ages 18+)
Geographies UK and US
Field Dates April 12 - April 15, 2012
Sample sizes Total n=2,022 (UK n=1,012; US n=1,010)
Margin of Error Total sample +2.18% (in 95 out of 100 cases); Country sample +3.08% (in 95 out of 100 cases)
Setting the scene – 6 years of DERT research
Valuing Entertainment
4
Appreciation of Value at a Three-Year High
Value is up across all of the entertainment sources in 2012, following 2011’s low.
Q8. Thinking about the entertainment provided by each of the following entities, how much value do you think they provide, in general?
Base: All respondents (n2022)
2011 2012
Social networking sites
Film producers/ Movie studios
Music companies Gaming companies
Cable television providers
Satellite television providers
34%
18% 14% 13% 13% 14%
40% 36%
32% 32% 30% 30%
Entertainment Everywhere
Frequent Sources of Entertainment
*NOTE: 2011 and 2012 Internet/Web data was calculated using the sum of data points for Internet –
news/information, Internet – download/stream movies, Social network, Online streaming music
service, and Video game on social network for comparison with 2010 data. 2012 also includes
Internet - download/ stream TV shows
Q4. What source of entertainment do you turn to most often?
Base: All respondents (n2022)
TV and the internet remain the most used sources of entertainment year-over-year, while cinema/movie viewership continues to decline
57%
49%
58%
30%
24% 27%
12%
7%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
2010 2011 20122010 2011 2012
TV
Internet / Web*
Cinema / Movies
58%
47%
45%
32% 32% 34%
28%
6% 3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
2010 2011 20122010 2011 2012
TV
Internet / Web*
Cinema / Movies
Video Content: Watching Outside of the Box
54%
30%
18% 18% 14%
10% 9%
Laptop computer Desktop computer Gaming console Mobile phone Using a HDMI cableto connect my laptop
to my television
Tablet (e.g. an iPad) Online-streamingequipped television
Q6. Other than television, which devices are you using to watch entertainment programs?
Base: All respondents (n2022)
Content on Devices Other than Television
Though the TV is still the center of the home, audiences are watching entertainment programming and content on other devices other than TV.
Video Content: Watching Outside of the Box
51%
40%
24% 20%
12% 14% 9%
Laptop computer Desktop computer Gaming console Mobile phone Using a HDMI cableto connect my laptop
to my television
Tablet (e.g. an iPad) Online-streamingequipped television
Q6. Other than television, which devices are you using to watch entertainment programs?
Base: All respondents (n2022)
Content on Devices Other than Television
Though the TV is still the center of the home, audiences are watching entertainment programming and content on other devices other than TV.
What do consumers care about?
Q7. Below are some things people might take into consideration when purchasing entertainment.
How important are each of the following things to you, when you are considering making an entertainment purchase ?
Base: UK respondents (n1012)
2010 2011 2012
Purchase Drivers % Extremely/Somewhat Important
Enjoyment and Quality Come First. Followed by ease of purchase and ability to access immediately.
74%
75%
80%
86%
90%
73%
76%
78%
87%
89%
59%
59%
65%
67%
70%
Being able to access the entertainment
immediately
Being able to purchase the entertainment easily
The hours of enjoyment the entertainment will
provide
Excellent visual or sound quality of the
entertainment
My personal enjoyment of the entertainment
23%
33%
41%
45%
14%
34%
29%
47%
43%
48%
44%
53%
Being one of the first to have new entertainment
Having unrestricted ability to share or make copies
of the entertainment legally
Popularity of the entertainment
The number of devices with which I can access the
entertainment
Q7. Below are some things people might take into consideration when purchasing entertainment. How important are each of the
following things to you, when you are considering making an entertainment purchase ?
Base: All respondents (n2022)
2010 2011 2012
Popularity of the content and being the first to have it, rises in importance this year.
Purchase Drivers % Extremely/Somewhat Important
15%
8%
9%
18%
34%
41%
48%
None
Privacy of my personal information
Visual or sound quality of the entertainment
The ability to access the entertainment on the device
of my choice
The ability to access the entertainment on multiple
devices
The ability to share the entertainment
Advertisement-free entertainment
Q10. Which of the following would you be willing to sacrifice in order to get your entertainment for free?
Base: UK respondents (n1012)
2012
Willingness to Sacrifice for Free Entertainment
UK respondents are willing to sacrifice sharing to get free entertainment; but won’t compromise on privacy
The Power of Me: Social networks and Influence
Facebook: The entertainment soap box
50%
15% 14% 5% 2%
58%
27%
15% 12% 5%
Sites Used to Discuss Entertainment Content
Q15. Which social media sites do you use to discuss entertainment content that you have watched or listened to?
Base: All respondents who use any social media sites (n1837)
Over ¾ of Americans and Britons say they have used Facebook, with the majority saying it is the forum for them to discuss entertainment content
11%
7%
11%
22%
29%
38%
34%
63%
63%
12%
3%
11%
17%
23%
29%
33%
66%
68%
None of the above
“Check-in” to an app or website (e.g. …
“Tweet” about it on Twitter
Send an internet link about it to friends/…
Share a link about it on a social network site
“Like” it on Facebook
Search for more information
Tell a family member
Tell a friend
Liking Content: Not just a status update When enjoying entertainment, Britons are more likely to tell friends and family. Influence isn’t just restricted to social networks. Americans are more internet-focused and will spread their feedback online
Q12. Which of the following do you do if you enjoy a piece of entertainment content (e.g. television program, movie, music video, song, playlist, etc.)? Base: All respondents (n2022)
Actions Taken if Enjoy Entertainment
will take action if they
enjoy a piece of
entertainment
88%
Q15. Which social media sites do you use to discuss entertainment content that you have watched or listened to? Base: All respondents who use any social media sites (n1837)
50%
Use Facebook to Discuss Entertainment Content:
58%
26%
7%
12%
12%
12%
25%
49%
49%
26%
3%
6%
9%
10%
21%
53%
56%
None of the above
“Check-in” to an app or website (e.g.
GetGlue, Zeebox)
Write a negative review or comment about it
on an online website (e.g. Rotten…
Share a link about it on a social network
site
“Tweet” about it on Twitter
Comment about it on Facebook
Tell a family member
Tell a friend
Disliking content: Americans more active When not enjoying entertainment, the majority of Britons are more likely to tell friends and family - again showing the importance of real-world conversations. Americans still more likely to leave criticism online
Q12. Which of the following do you do if you enjoy a piece of entertainment content (e.g. television program, movie, music video, song, playlist, etc.)?
Base: All respondents (n2022)
Actions Taken if Don’t Enjoy Entertainment
will take action if they
enjoy a piece of
entertainment
74%
Before During After
The Conversation Curve
Audiences are much more likely to comment about entertainment content after they have watched, listened or played. Brands should consider how to amplify and sustain this curve.
Q19. Which types of content are you likely to comment about on a social media networks (like Twitter or Facebook) before you have
viewed/listened to it, while you are viewing/listening to it and after you have viewed/listened to it?
Base: All respondents who use any social media sites (n1837)
Likelihood of commenting on a social network
Before I have viewed/listened to it
During I am viewing/listening to it
After I have viewed/listened to it
16% 16%
34%
29%
31%
31%
33%
47%
29%
23%
25%
30%
52%
I would like to use my mobile phone or device to
interact with entertainment
I like being able to interact with entertainment
such as being able to vote for my favorite
contestants on reality TV or music talent shows
I would like to use social networks such as
Facebook or Twitter to interact with entertainment
I would like to see entertainment provide me with
the ability to interact real-time with the content
I would like to use my computer to access
additional online content related to my
entertainment
The biggest shift in preferences is being able to use social networks to interact with entertainment
Q9. Please indicate your level of agreement with the following statements?
Base: UK respondents (n1012)
Preferences for Interacting with Entertainment % Strongly/Somewhat Agree
2011 2012
8% +
3% +
6% +
Change from 2011
Incentivising audiences on social networks
27%
15%
17%
26%
42%
49%
30%
13%
15%
21%
40%
47%
Don't know
Offer interactions with celebrity talent
Direct you to their company website
Offer sales on their merchandise
Conduct contests to win free stuff (clothes,
vacations, etc.)
Give you free merchandise if you comment
about them
Q16. What could entertainment companies do on social media sites that would encourage you to watch their entertainment content?
Base: All respondents who use any social media sites (n1837)
Encouraging Viewership of Content on Social Media Sites
UK/US Average
Audiences would like free merchandise in order to encourage them to watch content. But if the content is available for free, how can a business model that supplements content with free merchandise survive? What is the cost of free?
US more likely to feel positive about recommendations Britons are more likely to find brand recommendations on a social network invasive, whereas Americans would appreciate the recommendation
21%
21%
11%
32%
32%
26%
17%
11%
15%
24%
26%
39%
Don't know
Feel positively towards the brand/
company
Feel negatively towards the brand/
company
Watch/ listen to the content
Appreciate the recommendation
Find this invasive
Q17. How would you feel if a brand or company got in touch with you on a social network and recommended entertainment
content based on their understanding of your likes and dislikes?
Base: All respondents who use any social media sites (n1837)
Brands Recommending Entertainment Content
Automated services do not replace the voice of the individual Consistent with British opinions and recent stories about the decline in use of Facebook auto—sharing apps – British people do not like automated recommendations or sharing features.
67% 52%
20%
21%
13% 27%
Q18. If social networks could automatically notify your friends about content you are consuming how likely would you be to use this feature?
Base: All respondents who use any social media sites (n1837)
Likelihood to Use Automatic Notifications
Likely
Unlikely
Neither likely nor unlikely
What does this mean for brands?
The Key Themes of the ME
Value is Up Value is at three year high, in the study. According to the trade body, the Digital Entertainment Group, U.S. consumers spent $4.5 billion (£2.7 billion) on home entertainment in the first quarter of 2012, an increase of 2.5% from a year ago.
Shift in Frequent Sources of Entertainment Television and the Internet remain the most utilized sources of entertainment year-over-year. However, audiences are increasingly turning to other devices to watch entertainment. Over half of survey respondents turn to their laptop to watch entertainment.
Social Opportunities Peak in the Conversation Curve 50% of consumers use Facebook to comment or discuss entertainment content. Most conversations peak after an audience has watched, listened or played, not before or during – consider how best to engage with your audience online.
Enjoyment and Quality Come First This year, personal enjoyment and visual and sound quality remain the top purchase drivers of entertainment. But won’t compromise on privacy when it comes to getting their entertainment for free.
Technology Can’t Dictate Taste Audiences do not like automatic notifications that share what content they have watched/listened/played with their social graph. Audiences wary of receiving automatic notifications from brands. Personalization and tone of voice must cut through the noise.
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#socialent
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