EL FUTUR DEL’ENTRETENIMENT     Edifici Imagina,     26 de Març de 2009
Creafutur és una Fundació privada,     promoguda per la Generalitat de Catalunya     i ESADE, que neix amb l’objectiu de  ...
Methodology: countries included in the study
The Top Ten      1. Entertainment Portfolios          •   Value, Passions, Downtime Me time      2. The Lifecycle of Enter...
1.Entertainment Portfolios
Key issues•   What determines what people do?•   Is technology taking up more of our time?•   What does entertainment mean...
Activities by country                        Base: 6250, adults 16+
Activities by age, gender                            Base: 6250, adults 16+
Food and drink“For each of the following, please indicate roughly how often you do it? Pick only one of thefollowing…at le...
Socialising“For each of the following, please indicate roughly how often you do it? Pick only one of thefollowing…at least...
Proportion who listen to live music at leastonce a month“For each of the following, please indicate roughly how often you ...
Proportion who entertain at home at leastonce a week“For each of the following, please indicate roughly how often you do i...
Is the internet growing at the expense of other media?“In a typical week how many hours do you spend….”Watching Television...
By 2013…Visitor numbers to galleries, museums and theatres will suffer as a resultof people spending more of their leisure...
Using the internet has givenme new interests and pastimes     4 out of 5in all countries agree Base: 6250, adults 16+
16.8% think they                            spend less time                         socialising since they                ...
The opportunity online   “For each of the following, please position the sliders where they describe this activity best fo...
The passion lives on
Defining a passion• Someone is ‘passionate’ about one of the  activities we asked about if they    – Do it more often than...
Top five activities in each country        UK               France               Italy          Germany              Spain...
Top five passions in each country        UK               France                 Italy              Germany              S...
I prefer to spend my time on lots of differententertainment activities rather than just a few% who agree/strongly agree   ...
Average number of passions     3.5      3     2.5      2                                                   Settler     1.5...
Downtime
Key issues• With so many options and things to do, do people still want  downtime?• Role of different types of entertainme...
“Situational boredom is defined by the presence or absence of something in a situation. This can be listening to a boring ...
Time as Luxury% Who choose ‘having time on my own’ or ‘having time just torelax’ as the best or second best description of...
Lean-back entertainment is a strong motivation for the  consumption of more passive forms of media  “For each of the follo...
People still need downtime“I enjoy coming home and, withoutthinking about it, watching whatever ison television that eveni...
Just ‘slobbing’ in front of the box – embracingdowntime?                  However, our TV viewing habits relates to our wi...
All countriesOverall and 16-34 year olds                                                       16-34 year olds            ...
All countriesOverall and by country                         Base: 6250, adults 16+
16-34 year oldsOverall and by country                         Base: 6250, adults 16+
Compare: UK all to 16-34All                            16- 34                    Base: 1250, adults 16+
Compare: FRANCE all to 16-34All                           16- 34                   Base: 1250, adults 16+
Compare: GERMANY all to 16-34All                           16- 34                   Base: 1250, adults 16+
Compare: ITALY all to 16-34All                            16- 34                    Base: 1250, adults 16+
Compare: SPAIN all to 16-34All                            16- 34                    Base: 1250, adults 16+
Frequency / value comparisons: summary• Passive entertainment (watching TV/films, music / radio listening, crosswords)  is...
Key-points: Leisure portfolios and downtime• Various drivers are leading us to more diverse leisure portfolios supported a...
2. Lifecycle of entertainment
Key issues• Sources of Influence – whom/what are the main sourcesof influence when making entertainment choices?• Planned ...
Sources of InfluenceWhere do we seek advice and who is it that influences the decisions wemake?Online Media• Internet arti...
Online
What are we doing online?…“Have you done any of the following online in any location in the last six months?…boughttickets...
The Cautious French…“Have you done any of the following online in any location in the last six months?…bought tickets for ...
The Gateway online…“Using the Internet has given me new interests and pastimes”% who agree/strongly agree                 ...
Word of Mouth
Those who view themselves as an advice giver engage   in more activities to pass on information   “Which of the following ...
From which sources do we seek advice?… “Thinking of the time you last did each activity, which of the following sources, i...
From which sources do we seek advice?… “Thinking of the time you last did each activity, which of the following sources, i...
Traditional mediaTraditional Media
Review before you try?…In all 5 European countries women were morelikely to read a review of a new book/ film beforetrying...
Planning versus Spontaneity
Planning is all part of the fun?% who agree with the statement “I enjoy the planning as much as the doing”                ...
Do we like to follow someone’s lead?…% Who agree/strongly agree with the statement “I generally follow someoneelse’s plans...
Social networkers consistently                                         regard themselves as more                          ...
The want it all generation% Who agree with the statement “I like to be the first to try new entertainmentexperiences such ...
Key-points: Lifecycle of Entertainment• When making entertainment choices our sources of influence appear related tothe ty...
3. The Creative Self
Key issues• Is entertainment just for fun or a means of self improvementand education?• What creative activities are enjoy...
Do we entertain to educate?…
Italy               UK    Spain               France      Number of times per month have…    Germany                      ...
Young Male music makers16-24 year old males make music on a computer/ play a musical instrument more thananyone elseAverag...
Mostly just for fun…but read to self improve?     “For each of the following, position the sliders where they describe thi...
No brow% who agree with the statement “I enjoy a widevariety of entertainment from serious culture tolight entertainment”F...
The culture spectrumThose who enjoy a variety of entertainment from serious cultureto light entertainment are…            ...
So entertainment is not just for fun!% who agree with the statement “entertainment should be about learning newthings as m...
Of those who feel strongly that entertainment    should be about learning…                   Surf the internet          91...
Creativity
Summary of creative activities  “Which of the following creative activities do you personally do nowadays for entertainmen...
Which of the following creative activities do youpersonally do nowadays for entertainment?    Photos       48%            ...
Snap happy?         “How often do you create or post the following types         of original content on the Internet?…”   ...
Online creativity  % who create or post the following activities more than once a month            Podcasts:              ...
The internet provides an important outlet      Podcast                                    Arty        Video               ...
Gender Matters                                Certain kinds of content are more                                personal th...
By 2013…Brands will increasingly reward consumers to generate content  “Absolutely but consumers will have so many opportu...
Key-points: The Creative Self• Entertainment is an important arena for both developing and reclaiming the‘self’.• The oppo...
4. Playing the game
Key issues• Who are the gamers and what are their gaming profiles• Do people still have time for traditional play?• Does p...
Who are the gamers?…         “When you sit down to play a game, how long, on average do         you play for?” [in minutes...
Mobile penetration of game playing“For each of the following, please indicate roughly how often you do it? Pick only one o...
The rule of the PC remains“You mentioned earlier that you play computer games/video/mobile games.Which of the following pl...
Female gamers have sticking powerOlder women spend a similar amount of time to younger women per averagegaming session.55+...
By 2013…Most new gamers will play casually, i.e. the average time they playwill be less than 30 minutes  “Fragmenting mark...
Alias…the domain of the young ABC1 Male            Have you done any of the following online in any location in the last s...
Traditional Games
Amazon reported an increase of over 30% in salesof board games grew in 2007.Best sellers included Top Trumps, Rubiks Cube,...
Mind gaming with age…% Who do crosswords, sudoku or other puzzle games at least once a day  35%            16-24         2...
Lower salary band = more need to mind game?% Who do crosswords, sudoku or other puzzle games at least once a day35%     Up...
Key-points: Playing the Game• Gaming and online virtual gaming are still very much male 16-34dominated domains, however…• ...
5. Sharing Magnifies The Fun
Vox pops Interviews (Sharing magnifies the fun 9)
Key issues• Does the proliferation of new media affect social activities such  live events, cultural activities?• How impo...
Some types of entertainment are per definition ‘social’   “For each of the following, please position the sliders where th...
Perception that time spent online is cannibalisingother areas of our leisure time…except perhaps for F2F interaction“Which...
Audiences at out of home experiences are growing(% who have… at least once in the last 12 months)              Going to co...
Participating in live events and cultural activitiesHow many times per month do you do the following…Listening to live mus...
Most people would ratherexperience the real thing thanwatch on screen“Id rather be at a live event than watch it on screen...
By 2013…People will spend significantly more of their leisure time engagingwith live entertainment than now  “Consistent w...
By 2013…Most live events will be broadcast live online, thereby attractingnew and larger audiences  “Increasing availabili...
Summary• No evidence of withdrawal from out of home entertainment -  participation in live events (concerts / live sports)...
Most TV viewing time isspent with other people Germany                   60% France                    59% UK             ...
TV is social currency“I like watching TV programmes that I can talk about withfriends and family or colleagues”% who agree...
By 2013…Most TV content will have an accompanying messaging functionwhich allows you to chat to other viewers  “Who wants ...
Many wish to pass content and share positive experienceswith others and the young share music in particularMaking recommen...
Sharing online – blogging, uploading photos,videos and music“Have you done any of the following online in any location in ...
By 2013…Most people under the age of 40 will have an online socialnetworking profile“Is this true already in some countrie...
Social networking is still largely a pastime ofthe youngProportion who have created/updated a personal profile on a social...
You Tube              Skype Facebook              Netblog   Proportion of 16-24s on various My Space              Flickr  ...
Diapositiva 111M20         axis sorted            May; 03/06/2008
By 2013…People will regularly chat to more friends that they have never met (e.g.via online chat rooms or messenger) than ...
“I expect to spend more and more of my entertainmenttime with people I will never or rarely meet face to face”% who agree ...
Gamers are mainly playing together in the same room orconnecting via the internet“If you ever play computer games with oth...
By 2013…Most game playing will be multiplayer, either with other people presentor connected via the internet, as opposed t...
Key-points: Sharing magnifies the fun• Sociability lies a the heart of the human experience – the entertainment  sphere is...
6. Any Time, Any Place, Any Shape
Key issues• Time shifting: The possibility to record, stream and download vastamounts of content means consumers who want ...
Entertainment of the move
Entertainment on the move: ownership of portabledevicesWhich of the following do you have (at home), if any?       MP3 pla...
Attitudes to entertainment on the move“Even if I am just waiting a few minutes for a bus or a meeting I have to entertainm...
By 2013…More consumers will be willing to watch TV/film content on theirmobiles “Film content might be dodgy. Shorter form...
By 2013…Most mobile video content that is watched by consumers will remain"short form" (e.g. music videos, sports highligh...
Downloading different types of content to mobile phonesnot taken off?“It is now possible to download or stream various kin...
Downloading different types of content to mobile phones –future users?“It is now possible to download or stream various ki...
“If I pay for a music track I expect to be able to listen toit on whatever I want”UK                        73%France     ...
Key-points: Entertainment on the move• In Italy, France and Spain a particular strong appetite across  different age group...
New media technology ownership at home Free view (Digital TV through a set-top box )                 62%         56%      ...
Music tracks      TV programmes                               Streaming / Downloading of content                          ...
Those interested in being able to stream /download various types of content“For each of the following, please indicate if ...
Downloading / streaming of content in the UK                                                                     “How much...
Downloading / streaming of content in Italy                                                                          “How ...
Downloading / streaming of content in Spain                                                                     How much o...
Downloading / streaming of content in France                                                                     How much ...
Downloading / streaming of content in Germany                             TV                         Full-                ...
Time-shifting: people access online TV to ‘control’what they watch and to catch up on missed shows“Which of these have bee...
By 2013…People will be viewing as much on demand TV content as theydo linear/appointment-based TV content “There will be l...
Which of the following would make you more likelyto download or stream more TV or film content?        Those who already s...
Which of the following would make youmore likely to download or stream moreTV or film content?AffordabilityQuality and con...
Key-points: Any Time, Any Place, Any Shape• Significant numbers of people already download and stream different types of  ...
7. Authenticity and Tangibility
In each country, at least 40% of the population saythat they spend less time reading since starting to usethe internet…
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Creafutur estudio ocio_entretenimiento

  1. 1. EL FUTUR DEL’ENTRETENIMENT Edifici Imagina, 26 de Març de 2009
  2. 2. Creafutur és una Fundació privada, promoguda per la Generalitat de Catalunya i ESADE, que neix amb l’objectiu de fomentar i facilitar la innovació a les empreses catalanes, entenent les necessitats futures del consumidor per ajudar a detectar i divulgar noves àrees d’oportunitat de negoci02
  3. 3. Methodology: countries included in the study
  4. 4. The Top Ten 1. Entertainment Portfolios • Value, Passions, Downtime Me time 2. The Lifecycle of Entertainment • Sources of influence, Planning versus Spontaneity 3. The Creative Self • Self education/improvement, Creativity, UGC 4. Playing the game • Gamers, Aliases, Traditional Games 5. Sharing magnifies the fun • Live events, Social currency, Social networking 6. Any time, any place, any shape • Entertainment on the move, Downloading/Streaming, Time-shifting 7. Authenticity & Tangibility • Hardcopies versus online 8. To pay or not to pay • Paying for content, Expectations of content, Piracy 9. Where do brands have permission to be • Adverts/advertising, Brand sponsorship and involvement 10. Further down the road
  5. 5. 1.Entertainment Portfolios
  6. 6. Key issues• What determines what people do?• Is technology taking up more of our time?• What does entertainment mean to you?• What do people really value?
  7. 7. Activities by country Base: 6250, adults 16+
  8. 8. Activities by age, gender Base: 6250, adults 16+
  9. 9. Food and drink“For each of the following, please indicate roughly how often you do it? Pick only one of thefollowing…at least once a week…going to pubs, bars or clubs, eating out and entertaining athome/cooking” 80% Going to pubs, bars or clubs at least once a week Eating out at least once a week 70% Entertaining at home/cooking (not everyday cooking) at least once a week 60% 50% 40% 30% 20% 10% 0% UK France Italy Germany Spain Base: 6250, adults 16+
  10. 10. Socialising“For each of the following, please indicate roughly how often you do it? Pick only one of thefollowing…at least once a week…socialising face to face, socialising via the internet and chatting onthe telephone”90% Socialising face to face at least once a day80% Socialising via the internet (e.g. chatting via IM, emailing friends and family, social networking) at least once a day Chatting on the telephone at least once a day70%60%50%40%30%20%10%0% UK France Italy Germany Spain Base: 6250, adults 16+
  11. 11. Proportion who listen to live music at leastonce a month“For each of the following, please indicate roughly how often you do it? Pick only one of thefollowing… at least once a month…listening to live music” 70% 16-24 25-34 35-44 45-54 55+ 60% 50% 40% 30% 20% 10% 0% UK France Italy Germany Spain Base: 6250, adults 16+
  12. 12. Proportion who entertain at home at leastonce a week“For each of the following, please indicate roughly how often you do it? Pick only one of thefollowing… at least once a week…entertaining at home” 16-24 25-34 35-44 45-54 55+ 80% 70% 60% 50% 40% 30% 20% 10% 0% UK France Italy Germany Spain Base: 6250, adults 16+
  13. 13. Is the internet growing at the expense of other media?“In a typical week how many hours do you spend….”Watching Television + 6%Listening to the Radio + 14%Using the Internet + 28%Reading newspapers –2 %Reading Magazines – 11% 2004 - 2006 Source: E1AA, Media Consumption Study 2006
  14. 14. By 2013…Visitor numbers to galleries, museums and theatres will suffer as a resultof people spending more of their leisure time with online and digital media “I do not believe that these activities are interchangeable. Most online time is used for things like email, shopping, banking and a little for socialising in younger groups. Online entertainment will grow but unlikely to be displacing these.” “It will vary a lot by demographics, but attendance at well produced and marketed events (gallery shows, museums etc) will go up.”
  15. 15. Using the internet has givenme new interests and pastimes 4 out of 5in all countries agree Base: 6250, adults 16+
  16. 16. 16.8% think they spend less time socialising since they started using the internet16.2% thinkthey’ve become more sociableBase: 6250, adults 16+
  17. 17. The opportunity online “For each of the following, please position the sliders where they describe this activity best for you”Offline UK Spain France Italy GermanyOnline Reading Watching Socialising Music Computer Entertainment TV/films games in general
  18. 18. The passion lives on
  19. 19. Defining a passion• Someone is ‘passionate’ about one of the activities we asked about if they – Do it more often than average – Value it more than average• By this measure, the most popular passion in all five countries was socialising face to face, except in Italy, where entertaining at home was more popular.
  20. 20. Top five activities in each country UK France Italy Germany SpainSurfing internet Surfing internet Surfing internet Surfing internet Surfing internetWatching TV Radio News/current Radio Chatting on the affairs telephoneNews/current Watching TV Watching TV News/current News/currentaffairs affairs affairsRadio Recorded music Radio Watching TV Watching TVRecorded music News/current Socialising Chatting on the Radio affairs telephone
  21. 21. Top five passions in each country UK France Italy Germany SpainSocialising Socialising Entertaining Socialising SocialisingEntertaining Eating out Socialising Entertaining Live musicEating out Gallery/exhibition/ Live music Pubs/bars Entertaining museum /clubsSurfing internet Theatre Hobbies Eating out HobbiesLive music Hobbies Gallery/exhibition/ Surfing internet Gallery/exhibition/ museum museum
  22. 22. I prefer to spend my time on lots of differententertainment activities rather than just a few% who agree/strongly agree 80% 16-24 70% 25-34 60% 50% 35-44 40% 45-54 30% 55+ 20% 10% 0% UK France Italy Germany Spain VS Base: 6250, adults 16+
  23. 23. Average number of passions 3.5 3 2.5 2 Settler 1.5 Nomad 1 0.5 0 UK France Italy Germany Spain Base: 6250, adults 16+
  24. 24. Downtime
  25. 25. Key issues• With so many options and things to do, do people still want downtime?• Role of different types of entertainment activities• Relationship between what people do (frequency) and relative value of different types of activities – intensive vs. relaxing – in home vs. out and about – social vs. solitary – online vs. offline
  26. 26. “Situational boredom is defined by the presence or absence of something in a situation. This can be listening to a boring lecture, or waiting for a plane in an airport. Then there is repetitive boredom, where something that in itself is fun becomes boring through repetition." Lars Svendsen, A Philosophy of Boredom• No one wants to be ‘bored’, but downtime is an integral part of oureveryday lives that it gives us the opportunity to pursue our ‘trivialpursuits’, recover and re-charge
  27. 27. Time as Luxury% Who choose ‘having time on my own’ or ‘having time just torelax’ as the best or second best description of ‘luxury’ in their life 44% 39% 33% 34% 33% 29% 24% 22% 2004 19% 2007 13% GB France Germany Italy Spain Source: nVision Research, 2007
  28. 28. Lean-back entertainment is a strong motivation for the consumption of more passive forms of media “For each of the following, please position the sliders where they describe this activity best for you”Passive UK Italy France Germany SpainActive Entertainment in Reading for Watching TV/film Listening to Being with other Playing general leisure music people, computer/mobile socialising phone games
  29. 29. People still need downtime“I enjoy coming home and, withoutthinking about it, watching whatever ison television that evening”% who agree /agree stronglySpain 40%Italy 39%Germany 36%France 34%UK 30%Source: nVision Research / Base:13,000 adults aged 15+, 2008
  30. 30. Just ‘slobbing’ in front of the box – embracingdowntime? However, our TV viewing habits relates to our wider lifestyles and interests? Time Being Do DIY Read a pressured creative is once a book important month once a month Heavy ++ ++ ++ ++ TV user Light TV +++ +++ +++ +++ user Source: nVsion research, 2008
  31. 31. All countriesOverall and 16-34 year olds 16-34 year olds Base: 6250, adults 16+
  32. 32. All countriesOverall and by country Base: 6250, adults 16+
  33. 33. 16-34 year oldsOverall and by country Base: 6250, adults 16+
  34. 34. Compare: UK all to 16-34All 16- 34 Base: 1250, adults 16+
  35. 35. Compare: FRANCE all to 16-34All 16- 34 Base: 1250, adults 16+
  36. 36. Compare: GERMANY all to 16-34All 16- 34 Base: 1250, adults 16+
  37. 37. Compare: ITALY all to 16-34All 16- 34 Base: 1250, adults 16+
  38. 38. Compare: SPAIN all to 16-34All 16- 34 Base: 1250, adults 16+
  39. 39. Frequency / value comparisons: summary• Passive entertainment (watching TV/films, music / radio listening, crosswords) is most highly valued of all types on entertainment – across ages and countries• Young people tend to participate more frequent AND value all types of activities higher than the overall – particularly socialising and sports• 16-34s are only slightly below average on value of socially engaged activities (galleries, home cooking)• UK: Similar to the average for all countries. Stands out mainly for being lower both on freq and value given to socially involved activities (live events, galleries etc.)• France: Slightly lower on the freq of most types except for internet / games activities. Value is almost exactly the same as overall average for all activities.• Germany: Average value is lower for all types of activities compared to the overall. Significantly less frequent on socialising activities• Italy and Spain: The countries that stand out the most on both freq and value placed on socialising and out of home activities
  40. 40. Key-points: Leisure portfolios and downtime• Various drivers are leading us to more diverse leisure portfolios supported and enabled by the web.• Internet use itself does not appear to be a serious competitor for the most valued forms of leisure – our passions – but very few people are ‘passionate’ about media use.• Nevertheless, whilst the long term trend is towards a wider array of more active entertainment options, the importance and value of more passive and relaxing forms remains paramount• As our daily lifestyles become more diverse and complicated people still want entertainment with which they don’t have to engage with and can passively enjoy - ‘feed it to me’, low engagement activities• This is a strong motivation for the consumption of ‘old’ media formats – TV, magazines, radio, cinema• Downtime is an integral part of our lives – moments where the most trivial, frivolous and downright meaningless pursuits can be justified• Downtime should not be mistaken for boredom, although activities here may tend to be lethargic and seemingly ‘passive’
  41. 41. 2. Lifecycle of entertainment
  42. 42. Key issues• Sources of Influence – whom/what are the main sourcesof influence when making entertainment choices?• Planned vs. Spontaneity – Is entertainment participationplanned or spontaneous? And does this differ acrossentertainment types?
  43. 43. Sources of InfluenceWhere do we seek advice and who is it that influences the decisions wemake?Online Media• Internet articles• Search engines• Blogs• Social networkingWord of Mouth• Family members• Work colleagues• FriendsTraditional Media• TV programmes• Newspapers• Radio Advertisement/programming
  44. 44. Online
  45. 45. What are we doing online?…“Have you done any of the following online in any location in the last six months?…boughttickets for entertainment, researched what to do for entertainment and looked forinformation on a products or service online” UK France Italy Germany Spain 43% Bought tickets for 32% In nearly all countriesentertainment (e.g. theatre, 31% at least 50% of cinema, concerts) 29% people researched 47% what to do for entertainment while online 53% Researched what to do or 50% where to go for 64% entertainment 45% 60% 75% 62%Looked for information on 71%a product or service online 72% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: 6250, adults 16+
  46. 46. The Cautious French…“Have you done any of the following online in any location in the last six months?…bought tickets for entertainment” 60% 50% France UK 40% 30% 20% 10% 0% Total Male Female 16-24 25-34 35-44 45-54 55+ Source: European Entertainment Futures Consortium Base: 2500, adults 16+
  47. 47. The Gateway online…“Using the Internet has given me new interests and pastimes”% who agree/strongly agree Spain 83% Italy 82% UK 80% France 80% Germany 71% Source: European Entertainment Futures Consortium Base: 6250 adults 16+
  48. 48. Word of Mouth
  49. 49. Those who view themselves as an advice giver engage in more activities to pass on information “Which of the following have you done in the past 12 months?…” Sent someone a link to an entertainment w ebsite you Entertainment Advice have visited GiverRecommended to someone that they w atch a programme General Advice Giver that you have w atched Passed a dvd on to someone else Entertainment Non Advice Giver Recommended to someone you know that they go to an exhibition/play/film you have seen General Non Advice Giver Lent someone or borrow ed a hard drive/iPod containing music/films to be copied Passed music on to someone else on cd or as an mp3 file Passed a magazine on to someone else once you have read it 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: 6250, adults 16+
  50. 50. From which sources do we seek advice?… “Thinking of the time you last did each activity, which of the following sources, if any, was influential in choosing it?”Watched a film/DVD A TV programme or Ad Chose holiday destination to visit Newspaper Search engine Search engine A radio programme or Internet Article AdChose a restaurant to have a meal in A TV programme or Ad …influenced by others Social Networking website Work Colleague
  51. 51. From which sources do we seek advice?… “Thinking of the time you last did each activity, which of the following sources, if any, was influential in choosing it?”Bought some recorded music No-one else Bought a computer game A radio A radio programme or Ad programme or Ad Friends Work Colleague No-one elseWent to a concert Search engine …prefer to chose ourselves No-one else Friends
  52. 52. Traditional mediaTraditional Media
  53. 53. Review before you try?…In all 5 European countries women were morelikely to read a review of a new book/ film beforetrying it for themselves“I like to read reviews of a new book/film/play etc beforetrying it myself” Italy 77% 63% Spain 75% 63% France 56% 45% UK 48% 47% Germany 43% 42% Source: European Entertainment Futures Consortium Base: 6250, adults 16+
  54. 54. Planning versus Spontaneity
  55. 55. Planning is all part of the fun?% who agree with the statement “I enjoy the planning as much as the doing” 70% 70% 66% 58% 49% UK France Italy Germany Spain Source: European Entertainment Futures Consortium Base: 6250, adults 16+
  56. 56. Do we like to follow someone’s lead?…% Who agree/strongly agree with the statement “I generally follow someoneelse’s plans when choosing where to go out, choosing which film to watchand generally choosing my entertainment” 36% France 24% Spain 15% UK 14% Italy 13% Germany Source: European Entertainment Futures Consortium Base: 6250, adults 16+
  57. 57. Social networkers consistently regard themselves as more spontaneous Those defined as social networkers ranked themselves more spontaneous than non-social networkers on; - Entertainment in General - Reading for Leisure - Watching TV Programmes - Listening to Music - Socialising - Playing computer/Mobile gamesSource: European Entertainment Futures ConsortiumBase: 2777, adults 16+
  58. 58. The want it all generation% Who agree with the statement “I like to be the first to try new entertainmentexperiences such as new restaurants or listen to new bands” 70% 16-24 60% 25-34 50% 35-44 40% 45-54 30% 55+ 20% 10% 0% UK France Italy Germany Spain Base: 6250, adults 16+
  59. 59. Key-points: Lifecycle of Entertainment• When making entertainment choices our sources of influence appear related tothe type of entertainment and how we like to be perceived.• Holiday choices are most likely to be influenced online whereas musicpurchasing, which has a greater reflection of self is less likely to be influenced byothers.• The internet remains a key source of entertainment information, with highagreement that it has given new interests and pastimes.• Those who regard themselves as advice givers are more likely to passinformation on, both on and offline.• People tend to enjoy the planning process, however those who social networkoften regard themselves as more spontaneous, as do the young.• Spontaneity appears to have a cachet, however in reality we enjoy to plan.• Looking forward we should take advantage of the desire to tailor make onesenjoyment of entertainment.
  60. 60. 3. The Creative Self
  61. 61. Key issues• Is entertainment just for fun or a means of self improvementand education?• What creative activities are enjoyed for entertainment?
  62. 62. Do we entertain to educate?…
  63. 63. Italy UK Spain France Number of times per month have… Germany Made music on a computer/ played aDone arts/photography/crafts musical instrument 5.3 5.4 4.6 4.2 2.7 3.8 5.7 5.1 2.9 4.3 Gone to the theatre or Visited a museum/gallery Performance art event or exhibition 2.4 1.4 2.4 1.7 1.2 1.6 1.5 1.1 0.6 0.9 Base: 6250, adults 16+
  64. 64. Young Male music makers16-24 year old males make music on a computer/ play a musical instrument more thananyone elseAverage number of times per month males andfemales make music on a computer/ play a musicalinstrument UK 7.0 3.8 France 4.5 1.4 Italy 4.8 3.5 Germany 4.5 3.2 Spain 3.3 2.1 Base: 6250, adults 16+
  65. 65. Mostly just for fun…but read to self improve? “For each of the following, position the sliders where they describe this activity best for you”Self-improving UK Spain France Italy Germany Line 6 Fun Reading Entertainment Watching Socialising Music Computer in general TV/films games
  66. 66. No brow% who agree with the statement “I enjoy a widevariety of entertainment from serious culture tolight entertainment”France 78%UK 70%Italy 68%Germany 65%Spain 65% Source: European Entertainment Futures Consortium Base: 6250, adults 16+
  67. 67. The culture spectrumThose who enjoy a variety of entertainment from serious cultureto light entertainment are… More likely to Less likely to • Surf the internet at • Make music on a least once a day computer • Keep up to date on •Play games on a with news/ current mobile phone and Thrill affairs at least once a seek dayWhile those don’t enjoy a variety of entertainment are… More likely to Less likely to • Watch Television • Keep up to date on with news/ current affairs • Go to Galleries
  68. 68. So entertainment is not just for fun!% who agree with the statement “entertainment should be about learning newthings as much as simply having fun” Italy 83% Spain 82% France 80% Germany 75% UK 66% Source: European Entertainment Futures Consortium Base: 6250, adults 16+
  69. 69. Of those who feel strongly that entertainment should be about learning… Surf the internet 91% Surf the internet 88% Watch TV 87% Hobbies 88% Hobbies 83% Current Affairs 87% Surf the internet 94% Watch Films 84% Current Affairs 88% Current Affairs 80% Surf the internet 87% Watch Films 86% Surf the internet 91% Current Affairs 88% Chat on the phone 87%Surfing the Internet at least once a day Chatting on the telephone at least once a day Keeping up with news/current affairs at least once a dayWatching TV Programmes at least once a day Hobbies at least once a week Watching Films [not cinema] at least once a week Base: 6250, adults 16+
  70. 70. Creativity
  71. 71. Summary of creative activities “Which of the following creative activities do you personally do nowadays for entertainment?…”Create your own entertainment schedules by using a PVR, downloading pod casts of radio shows etc Spain Act Germany Make video/films Italy France Write books or articles or poetry UK Write music/play music Create content to go on websites such as My Space, You Tube, Facebook (Not just looking but uploading) Arts and craftsGarden or home design (i.e. something beyond mowing the lawn or re-painting the bathroom) Cook (not essential everyday cooking) Take photographs 0% 10% 20% 30% 40% 50% 60% Base: 6250, adults 16+
  72. 72. Which of the following creative activities do youpersonally do nowadays for entertainment? Photos 48% Photos 48% Cookery 40% Cookery 42% Gardening 30% Gardening 36% Cookery 54% Gardening 47% Cookery 49% Photos 43% Photos 40% Gardening 34% Photos 53% Cookery 45% Gardening 20% Base: 6250, adults 16+
  73. 73. Snap happy? “How often do you create or post the following types of original content on the Internet?…” Flickr Photography & Images were created & or posted more often than any other online original content activity across every age, gender and social demographic… While taking photographs was the second most popular thing people use a mobile phone for.Flickr
  74. 74. Online creativity % who create or post the following activities more than once a month Podcasts: Spain Germany Italy My own video France UK My own Blog(s) My own music:My opinions or editorial commentsPhotography/images: 0% 10% 20% 30% 40% 50% 60% Base: 6250, adults 16+
  75. 75. The internet provides an important outlet Podcast Arty Video Not arty Music “Arty” – people who do art/photography/craft at least Comments once a month Blog postsPhotos/images 0% 10% 20% 30% 40% Podcast Musical Not musical Video “Musical” – people who write Music music/play music at least once a Comments month Blog postsPhotos/images 0% 10% 20% 30% 40% Base: 6250, adults 16+
  76. 76. Gender Matters Certain kinds of content are more personal than others, and women post more personal content Photography/Images created Podcasts created or or posted most often posted least often Classified as most Classified as most Private Public
  77. 77. By 2013…Brands will increasingly reward consumers to generate content “Absolutely but consumers will have so many opportunities to create content that they will be very discerning about which brands they want to work with, Nokia estimate that in 2012, one in 4 people will create, edit and share content themselves.” “People will always be willing to pay for quality original creative and unique content, UGC however incentivised will not take over from this.”
  78. 78. Key-points: The Creative Self• Entertainment is an important arena for both developing and reclaiming the‘self’.• The opportunity to learn, expand and enhance skills married to a desire toreconnect with or explore aspects of self not fulfilled in the every day iscritical to this form of entertainment•Posting content online is strongly associated with offline creativity.•The internet use will diversify entertainment portfolios, but not just online.•Creating content is a massive pastime for younger age groups -.• In essence it is inner directed, although other people are often vital in asupporting and sharing role. Few seem to do it for anyone outside their closecircle of friends to see, though this might change if they were paid a little.• Looking forward the opportunity of brand involvement with self expressiveactivities such as photography and cookery.
  79. 79. 4. Playing the game
  80. 80. Key issues• Who are the gamers and what are their gaming profiles• Do people still have time for traditional play?• Does playing allow a creative outlet?
  81. 81. Who are the gamers?… “When you sit down to play a game, how long, on average do you play for?” [in minutes] Total 16-24 M F 125 139 131 119 119 136 129 108 116 131 125 106 103 125 108 98 100 115 108 93Fli Source: European Entertainment Futures ConsortiumFlickrck Base: 4104, adults 16+r
  82. 82. Mobile penetration of game playing“For each of the following, please indicate roughly how often you do it? Pick only one of thefollowing…at least once a week…playing computer games/video games and playing games onyour mobile phone” Playing computer games/video games at least once a week Playing games on your mobile phone at least once a week 60% 50% 40% 30% 20% 10% 0% UK France Italy Germany Spain Base: 6250, adults 16+
  83. 83. The rule of the PC remains“You mentioned earlier that you play computer games/video/mobile games.Which of the following platforms do you play them on?…” 45% PS3 Xbox 360 Wii PC/Mac 40% 35% 30% 25% 20% 15% 10% 5% 0% 16-24 25-34 35-44 45-54 55+ Base: 1250, adults 16+, UK
  84. 84. Female gamers have sticking powerOlder women spend a similar amount of time to younger women per averagegaming session.55+ females spent longer gaming per average session than males in the UK,Germany, France, Spain and spent the same time in Italy.
  85. 85. By 2013…Most new gamers will play casually, i.e. the average time they playwill be less than 30 minutes “Fragmenting market” “I think casual play relates to the types of game played and the company played with rather than length of time you play for. E.g. Wii karting is definitely social yet people play it for hours on end.” “This is true for women and children who tend to SNACK on games. you will always have the hardcore gamer who can spend 10 hours a day playing GTA4!”
  86. 86. Alias…the domain of the young ABC1 Male Have you done any of the following online in any location in the last six months... “Created an alias in a virtual game or online community” Spain 21% Italy 16% Germany 11% M F France 10% Spain 23% 19% UK 10% Italy 20% 12% France 16% 4% Germany 15% 7% UK 11% 8%Name here Source: European Entertainment Futures Consortium Base: 6250, adults 16+
  87. 87. Traditional Games
  88. 88. Amazon reported an increase of over 30% in salesof board games grew in 2007.Best sellers included Top Trumps, Rubiks Cube, Scrabble,and Snakes & Ladders. Source: Amazon.co.uk
  89. 89. Mind gaming with age…% Who do crosswords, sudoku or other puzzle games at least once a day 35% 16-24 25-34 35-44 45-54 55+ 30% 25% 20% 15% 10% 5% 0% UK France Italy Germany Spain Base: 6250, adults 16+
  90. 90. Lower salary band = more need to mind game?% Who do crosswords, sudoku or other puzzle games at least once a day35% Up to €30k €30k to €45k €45k to €60k €60k to €74k €74k to €90k30%25%20%15%10%5%0% UK France Italy Germany Spain Base: 6250, adults 16+
  91. 91. Key-points: Playing the Game• Gaming and online virtual gaming are still very much male 16-34dominated domains, however…• Attention should be paid to female gamers who remain more consistentgame players throughout their life stage.• In a time pressurised society we may see a shift to the Italian mentallyof quick, sharp bursts of gaming in a snacking style.• Traditional games still have a place when people choose to play. Boardgames are often a social family event while mind games and puzzles aremore solitary entertainment.• The growing pursuit and adoption of traditional games online is an areato be capitalised upon.
  92. 92. 5. Sharing Magnifies The Fun
  93. 93. Vox pops Interviews (Sharing magnifies the fun 9)
  94. 94. Key issues• Does the proliferation of new media affect social activities such live events, cultural activities?• How important are social experiences and interaction in the context of entertainment?• Can media consumption (off line and online) be social?
  95. 95. Some types of entertainment are per definition ‘social’ “For each of the following, please position the sliders where they describe this activity best for you”With other people UK France Italy Germany SpainOn your Entertainment in Watching TV Listening to Playing Reading for general programmes/film music Online computer/mobile leisureown phone games
  96. 96. Perception that time spent online is cannibalisingother areas of our leisure time…except perhaps for F2F interaction“Which of these activities would you say you spend less time doing as a result of usingthe internet?…” 45% 42% 40% 38% 29% 28% 19% 17% Reading Watching Going to live Playing Watching Shopping Listening to Socialising television events computer films music programmes games Base: 6250, adults 16+
  97. 97. Audiences at out of home experiences are growing(% who have… at least once in the last 12 months) Going to concerts Going to ballet / performance / opera 70% 2001 2007 70% 2001 2007 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% Germany UK France Spain Italy Italy UK Germany France Spain Going to theatre Visiting historical monuments 70% 2001 2007 70% 2001 2007 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% UK Germany Italy Spain France Germany UK France Spain Italy Eurobarometer/nVision Base: 1,000 per country aged 15+
  98. 98. Participating in live events and cultural activitiesHow many times per month do you do the following…Listening to live music Going to the theatre or other performance art event 9.2 5.7 5.8 2.4 5.3 4.1 1.6 1.4 1.2 0.6 ty n ty n Ial Spai e Ial Spai e UK Ger any UK Ger any Franc Franc m mAttending live sports event Going to a gallery or museum or exhibition 4.3 2.4 1.9 1.8 1.5 1.7 1.3 1.1 0.9 0.9 Germany France Spain Italy ty n UK Ial Spai e UK Ger any Franc m Base: 6250, adults 16+
  99. 99. Most people would ratherexperience the real thing thanwatch on screen“Id rather be at a live event than watch it on screen” ALL 16-24Spain 56% 62%Italy 41% 53%UK 41% 57%France 39% 49%Germany 38% 40%(% agree / agree strongly) Source: European Entertainment Futures Consortium Base: 6250, adults 16+
  100. 100. By 2013…People will spend significantly more of their leisure time engagingwith live entertainment than now “Consistent with growth in experiences” “It will be the last remaining shared experience and people value those as they create social currency (e.g. stuff to talk about!)” “There does seem to be an increased appetite for live entertainment, perhaps stimulated by online trial and as a counterpoint to the screen-based experience”
  101. 101. By 2013…Most live events will be broadcast live online, thereby attractingnew and larger audiences “Increasing availability /affordability of broadband, and of digital camera equipment will mean that any live event could be captured and web cast.” “Live media is increasingly attracting new audiences, and video streaming is getting better” “Media habits die hard. Most people will still expect/prefer to watch through traditional TV - its what our furniture points at!” “Some sold out rock gigs have been shown live on PPV VOD offerings like Virgin Media. This is bound to continue and grow. Music will drive this as bands look to earn more from the live experience. If you can sell out the biggest stadia going then the only way to increase revenues is to let people watch from home too.”
  102. 102. Summary• No evidence of withdrawal from out of home entertainment - participation in live events (concerts / live sports) as well as cultural participation likely to increase further• Opportunity to attract new and larger audiences via online broadcast of live gigs too, especially as the technology improves• As less money is made from selling records (due to downloads) this represents a new revenue opportunity for the music industry
  103. 103. Most TV viewing time isspent with other people Germany 60% France 59% UK 57% Italy 55% Spain 55%Source: European Entertainment Futures ConsortiumBase: 6250, adults 16+
  104. 104. TV is social currency“I like watching TV programmes that I can talk about withfriends and family or colleagues”% who agree / agree stronglyFrance 72%GB 72%Spain 67%Germany 58%Italy 57% Source: nVision Research Base:13,000 adults aged 15+, 2008
  105. 105. By 2013…Most TV content will have an accompanying messaging functionwhich allows you to chat to other viewers “Who wants to do that? Certain specific shows will naturally be complimented by this functionality but most wont” “For many watching TV is a solitary experience where people can zone out and they will not want the interactive element” “TV is a social experience and people have always chatted on the sofa. It makes sense that they chat through new technologies to people virtually too”
  106. 106. Many wish to pass content and share positive experienceswith others and the young share music in particularMaking recommendations / sharing content: 16-34 vs rest of population [Index 100 = 35+] UK France Italy Germany Spain Sent someone a link to an entertainment website you have visited Passed a dvd on to someone else Passed a magazine on to someone else once you have read it Recommended to someone that they watch a programme that you have watched Recommended to someone you know that they go to an exhibition/play/film you have seen Passed music on to someone else on cd or as an mp3 file Lent someone or borrowed a hard drive/iPod containing music/films to be copied 60 120 180 240 300 360 420 Base: 6250, adults 16+
  107. 107. Sharing online – blogging, uploading photos,videos and music“Have you done any of the following online in any location in the last six months….?” Written your own or contributed to Put music, photos or video onto someone else’s blog or web log a website for others to view 16-34 35+ 49% 46% 43% 41% 38% 36% 35% 35% 28% 27% 25% 22% 21% 19% 19% 18% 14% 11% 11% 8% UK France Italy Germany Spain UK France Italy Germany Spain Base: 6250, adults 16+
  108. 108. By 2013…Most people under the age of 40 will have an online socialnetworking profile“Is this true already in some countries?”“Those over 25/30 with kids will access rarely even if they have a profile”
  109. 109. Social networking is still largely a pastime ofthe youngProportion who have created/updated a personal profile on a social networking site 100% 16-24 25-34 35-44 45-54 55+ 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% UK France Italy Germany Spain Base: 6250, adults 16+
  110. 110. You Tube Skype Facebook Netblog Proportion of 16-24s on various My Space Flickr social networking sites Bebo Skyblog 70%75% 49%34% 83% 15% 42% 31% 7% 12% M20 55%80% 37% 38% 17% 93% 68% 34% 20% 1% 17%87% 52% 9% 15% 17% Base: 1323 aged 16-24
  111. 111. Diapositiva 111M20 axis sorted May; 03/06/2008
  112. 112. By 2013…People will regularly chat to more friends that they have never met (e.g.via online chat rooms or messenger) than friends that they have met “This is a generational thing. Currently anyone under 25 will do this - in 2013 this will be anyone under 30 - but still not a majority” “Different forms of chat for people you know and people you dont, and clearer social delineation between flavours of knowing someone to reflect on/offline relationships” “Face to face/telephone with friends theyve met will be most important”
  113. 113. “I expect to spend more and more of my entertainmenttime with people I will never or rarely meet face to face”% who agree / agree strongly Spain Communicate via social networks Germany Do not communicate via social network Italy France UK 0% 10% 20% 30% 40% 50% 60% Base: 6250, adults 16+
  114. 114. Gamers are mainly playing together in the same room orconnecting via the internet“If you ever play computer games with other people, are they in the same room, orconnected via the internet or some other remote link?” In the same room 70% 25% Connected via the internet or some other remote link % of gamers who say that none of their game playing time is spent with other people. 60% 20% 50% 15% 40% 30% 10% 20% 5% 10% 0% 0% UK France Italy Germany Spain Base: 3133 gamers
  115. 115. By 2013…Most game playing will be multiplayer, either with other people presentor connected via the internet, as opposed to solo against the computer “Most new gaming will be social in this form - e.g. people playing together. online will grow as online gaming applications become much more mass market.” “The online experience isnt for everyone - too anonymous and intimidating despite Xbox/ PS3 efforts. And multiplayer with others in the room isnt always practical.”
  116. 116. Key-points: Sharing magnifies the fun• Sociability lies a the heart of the human experience – the entertainment sphere is no exception• Not a question of either/or in the online space - what ever people do, it is more fun if it is shared• Still a powerful role for the shared collective experience driving growth in live music, watching sports live• Integrating a social context is critical to maximising the quality and value of entertainment experiences• All planning for entertainment offers should consider how to create a social ‘good’ from the experience• The effects of the network society will continue to deepen in all aspects of our lives, with networks becoming a primary source of information, choice editing and a substrate for new entertainment forms – strong evidence for a ‘sharing culture’ amongst the young (e.g. social networks)
  117. 117. 6. Any Time, Any Place, Any Shape
  118. 118. Key issues• Time shifting: The possibility to record, stream and download vastamounts of content means consumers who want to can almostentirely liberate themselves from from linear TV schedules, – how isthis affecting TV viewing ?• Place-shifting: Online TV, on demand TV and the innovation ofportable devices has created the multi platform for a new medialandscape. Consumers can practically access entertainment anywhereand anytime.
  119. 119. Entertainment of the move
  120. 120. Entertainment on the move: ownership of portabledevicesWhich of the following do you have (at home), if any? MP3 player or I-pod 54% 48% 54% 55% 65% Portable games system (e.g. PSP or Nintendo DS) 31% 25% 31% 16% 31% Portable DVD player (dedicated device) 19% 20% 19% 12% 39% MP4 player or video I-pod 14% 12% 14% 7% 29% Base: 6250, adults 16+
  121. 121. Attitudes to entertainment on the move“Even if I am just waiting a few minutes for a bus or a meeting I have to entertainmyself with something to watch/read/listen to”% agree/strongly agree 100% 16-24 25-34 35-44 45-54 55+ 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Spain Italy France Germany UK Base: 6250, adults 16+
  122. 122. By 2013…More consumers will be willing to watch TV/film content on theirmobiles “Film content might be dodgy. Shorter form clips plus live events, sport and news will be important” “The hottest of hot topics. This will happen when people know EXACTLY how much it is costing - and not before” “Young people will be much more comfortable watching content on their phones”
  123. 123. By 2013…Most mobile video content that is watched by consumers will remain"short form" (e.g. music videos, sports highlights) “The consumption mode is unsuitable for anything else and technology wont change the way in which this is consumed…” “If people want to watch longer form stuff theyll find a proper sized screen to watch it on or go without” “With cinematic experiences in home, the contrast with watching on mobile will be more distinct and people wont want to watch small screens for long”
  124. 124. Downloading different types of content to mobile phonesnot taken off?“It is now possible to download or stream various kinds of content directly to your MOBILE PHONE. Foreach of the following, please indicate if you already download or stream them to your mobile? and if you donot, then indicate how i interested you would be in being able to do this?”% Who already do this 25% UK France Italy Germany Spain 20% 15% 10% 5% 0% Music tracks Tv progammes Tv clips Movie clips Full-length movies User-generated or home-made video (such as videos from YouTube) Base: 6250, adults 16+
  125. 125. Downloading different types of content to mobile phones –future users?“It is now possible to download or stream various kinds of content directly to your MOBILE PHONE.For each of the following, please indicate if you already download or stream them to your mobile?and if you do not, then indicate how i interested you would be in being able to do this?”% Who are very / somewhat interested 50% UK France Italy Germany Spain 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Music tracks Tv progammes Tv clips Movie clips Full-length User-generated movies or home-made video Base: 6250, adults 16+
  126. 126. “If I pay for a music track I expect to be able to listen toit on whatever I want”UK 73%France 83%Italy 72%Germany 74%Spain 73% Source: European Entertainment Futures Consortium Base: 6250, adults 16+
  127. 127. Key-points: Entertainment on the move• In Italy, France and Spain a particular strong appetite across different age groups for entertainment on the move - but not much interest among the over 35s in Germany and the UK• Apart from music tracks, downloading of mobile content remains a niche activity in most countries, except for Italy which is significantly ahead of other countries• Even if the technology changes (larger screens) will consumers want to?• Vox pops with consumers and Delphi experts indicates that short-form formats (clips or ‘mobisodes’ of TV programmes) may stand the strongest chance of success
  128. 128. New media technology ownership at home Free view (Digital TV through a set-top box ) 62% 56% 62% 52% 66% Paid-for multi-channel TV 58% 39% 58% 23% 41% PVR or DVR 27% 20% 27% 14% 15% A home server (e.g. a Media Center PC) 7% 7% 7% 6% 18% Base: 6250, adults 16+
  129. 129. Music tracks TV programmes Streaming / Downloading of content “For each of the following, please indicate if you already stream or download such TV clips content to your COMPUTER/LAPTOP” Movie clips Full length movies User generated content 25% 24% 18% 35% 17% 17% 33% 20% 20%42% 37% 14% 5 22% 14% 14% 23% 10% 11% 25% 1 18% 17% 29%30% 43% 18% 13% 15% 16% 32% 19% Base: 6250, adults 16+
  130. 130. Those interested in being able to stream /download various types of content“For each of the following, please indicate if you already stream or download such content to yourCOMPUTER/LAPTOP, and if you do not, then indicate how interested you would be in being able to do this” 35% 30% 25% 20% 15% 10% 5% 0% Spain Spain Spain Spain Spain Spain Franc Franc Franc Franc Franc Franc UK UK UK UK UK UK Italy Italy Italy Italy Italy Italy Germ Germ Germ Germ Germ Germ Music TV TV clips Movie Full User tracks programmes clips length generated movies content Base: 6250, adults 16+
  131. 131. Downloading / streaming of content in the UK “How much of your TV viewing would you say you do in this way (download or TV Full- stream)?” Music program Movie length All Most Some Hardly any UK tracks mes TV clips clips movies UGC 3% 10% Men 39% 27% 21% 24% 21% 30% Women 31% 20% 14% 14% 13% 21% 46% 41% 16-24 54% 41% 31% 33% 35% 45% Base: 398 adults 16+ “How much of your film viewing would 25-34 55% 31% 27% 29% 25% 35% you say you do in this way?” 35-44 33% 22% 14% 18% 13% 28% All Most Some Hardly any 45-54 20% 13% 8% 6% 6% 13% 3% 55-64 18% 11% 6% 8% 4% 14% 22% 32% 65+ 9% 11% 5% 2% 4% 3% All 35% 24% 17% 18% 17% 25%Base: 1250, adults 16+ Base: 245 adults 16+ 42%
  132. 132. Downloading / streaming of content in Italy “How much of your TV viewing would you say you do in this way (download or stream)?” TV Full- All Most Some Hardly any Music progra Movie length Italy tracks mmes TV clips clips movies UGC 3% 17% 17% Men 47% 21% 25% 24% 38% 39% Women 39% 11% 14% 13% 26% 20% 16-24 43% 16% 19% 18% 32% 29% Base: 298 adults 16+ 64% 25-34 68% 29% 37% 36% 57% 49% “How much of your film viewing would 35-44 48% 19% 25% 24% 36% 38% you say you do in this way?” All Most Some Hardly any 45-54 43% 14% 15% 15% 24% 28% 4% 8% 55-64 39% 10% 15% 12% 28% 25% 65+ 32% 9% 11% 7% 20% 18% 35% All 43% 16% 19% 18% 32% 29% 53%Base: 1250, adults 16+ Base: 421 adults 16+ Base: 1250, adults 16+
  133. 133. Downloading / streaming of content in Spain How much of your TV viewing would you TV Full- say you do in this way (download or Music program Movie length stream)? Spain tracks mes TV clips clips movies UGC All Most Some Hardly any Men 42% 21% 14% 21% 39% 34% 3% 9% Women 42% 18% 14% 19% 35% 31% 33% 16-24 42% 20% 14% 20% 37% 33% Base: 418 adults 16+ 25-34 50% 31% 24% 34% 47% 49% 55% How much of your film viewing would you 35-44 53% 26% 20% 26% 50% 42% say you do in this way? 45-54 52% 16% 12% 19% 41% 37% All Most Some Hardly any 55-64 42% 17% 8% 12% 37% 23% 10% 4% 65+ 27% 10% 8% 8% 24% 22% 37% All 42% 20% 14% 20% 37% 33% 49% Base: 752 adults 16+Base: 1250, adults 16+
  134. 134. Downloading / streaming of content in France How much of your TV viewing would you TV Full- say you do in this way (download or Music program Movie lengthFrance tracks mes TV clips clips movies UGC stream)? All Most Some Hardly any Men 34% 19% 15% 20% 19% 29% 3% 14%Wome n 26% 16% 10% 14% 11% 20% 53% 16-24 53% 28% 27% 35% 30% 47% 30% Base: 309 adults 16+ 25-34 33% 19% 16% 22% 18% 27% How much of your film viewing would you 35-44 29% 11% 7% 14% 13% 18% say you do in this way? 45-54 23% 12% 6% 11% 7% 19% All Most Some Hardly any 55-64 15% 11% 4% 5% 5% 10% 4% 65+ 14% 16% 3% 4% 6% 11% 30% 20% 19% All 30% 18% 13% 17% 15% 25%Base: 1250, adults 16+ Base: 312 adults 16+ 46%
  135. 135. Downloading / streaming of content in Germany TV Full- How much of your TV viewing would you Germa Music program Movie length say you do in this way (download or ny tracks mes TV clips clips movies UGC stream)? All Most Some Hardly any Men 29% 17% 16% 21% 15% 27% 2% 8% Women 17% 10% 5% 7% 8% 17% 25% 16-24 23% 14% 10% 14% 11% 22% 64% 25-34 37% 24% 20% 22% 25% 38% Base: 260 adults 16+ How much of your film viewing would you 35-44 29% 17% 13% 17% 13% 30% say you do in this way? All Most Some Hardly any 45-54 28% 13% 12% 20% 12% 31% 4% 55-64 19% 8% 7% 10% 7% 11% 18% 65+ 15% 8% 3% 7% 4% 11% 40% All 23% 14% 10% 14% 11% 22% Base: 1250, adults 16+ 37% Base: 201 adults 16+
  136. 136. Time-shifting: people access online TV to ‘control’what they watch and to catch up on missed shows“Which of these have been true of your experience of downloading/streaming films andtelevision?” Downloading/streaming helps me to fit in more TV than I would normally have time for 18% Others in my household were using the TV to watch something else at the time 24% The programme I wanted to watch was not available on TV 26% I have watched programmes that I would otherwise have missed out on because they are available 30% I only ever download/stream programmes for the occasional missed episode 33% I only found out about the show I wanted to watch after it had already been on normal television 33% I knew that it would be on live TV but could not/did not want to watch at the original time of airing 42% Base: 2627 aged 16+ :
  137. 137. By 2013…People will be viewing as much on demand TV content as theydo linear/appointment-based TV content “There will be little, if any appointment-based TV other than live sports. So unlikely to be as much as‘” “We are social creatures and there is a strong pull to watch same as others at same time which tends to mean main channels” “There will be no difference between on-demand and linear appointment based TV from a user mental model” “Hell yes. In Sky+ homes they do already and theyre very watered down versions of on- demand content. iPlayer, Virgin Media, 4OD etc will make this commonplace”
  138. 138. Which of the following would make you more likelyto download or stream more TV or film content? Those who already stream / download content Those who DO NOT stream / download contentIf the technology were easier to understand Better quality UK UK Spain Spain Italy Italy Germany Germany France FranceMore programmes / films available for download/streaming If I could do it straight to my TV, using my remote control UK UK Spain Spain Italy Italy Germany Germany France France 0% 20% 40% 60% 0% 20% 40% 60% Base: 6250, adults 16+
  139. 139. Which of the following would make youmore likely to download or stream moreTV or film content?AffordabilityQuality and connection Availability and choice of programmes /contentEase of use
  140. 140. Key-points: Any Time, Any Place, Any Shape• Significant numbers of people already download and stream different types of content to PCs and laptop for immediate viewing or to store for later enjoyment.• Music tracks is most popular, but millions are already switching some of their viewing time of film and TV programming to the online space.• TV consumption may become increasingly individualised as consumers increasingly chose when and where they want to access content.• As the actual location where we receive news and entertainment becomes less significant, the future of most media, and television in particular, will be more centred on content.• TV viewing remains social and as programming gets ever more creative must- see TV may still stand to see the day for years to come - but will it be more independent of the distribution channel?• Television products will become part of a broader mix – e.g the content is published on a DVD, stored for replay on a PVR, streamed online, captured on a ring tone or integrated into a video game.
  141. 141. 7. Authenticity and Tangibility
  142. 142. In each country, at least 40% of the population saythat they spend less time reading since starting to usethe internet…
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