Edelman Social Entertainment &Trust in the Entertainment Industry

Trust in the Entertainment Industry:Consumer Behaviour in an Era of Social Entertainment
Thursday 20 May 2010

Methodology
Trust in Entertainment Industry
Fourth annual study
This study was conducted by international research firm, StrategyOne, a subsidiary of Edelman.
Surveys were conducted online from March 8, 2010 through March 10, 2010 using the field services of Authentic Response, Inc.
552 respondents in the UK ages 18-54
515 respondents in the US ages 18-54
Margin of error is +3.3% in total and +4.3% for each country in 95 out of 100 cases
Trust Barometer
Tenth annual study
4,875 people in 22 countries of which 1,800 in Europe
Ages 25 to 64
College-educated
In top 25% of household income per age group in each country
Report significant media consumption and engagement in business news and public policy
U.S.: 500 Informed Publics (100 ages 25-34 and 400 ages 35-64)
Edelman Social Entertainment 2010

TV and Internet the Most Dominant Entertainment Sources in the UK and US
UK
US
All other mentions less than 10%
Sources of Entertainment
Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK

In US internet surges but TV most frequent “source of entertainment”
Sources of Entertainment – US (ages 18-34)
2010
2009
Up 15%

Less dramatic increase in the UK
Sources of Entertainment – UK (ages 18-34)
2010
2009
NA
NA
NA

UK Consumers will pay for what’s most important to them
MOST IMPORTANT
LEAST IMPORTANT
Important
Willing to pay for
Q: How important are each of the following things to you, personally, when you are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too important or not important at all? (Top 2 Box) Respondents ages 18-54 in the UK
Q: Thinking about these same items, would you be willing to pay a little, a lot or nothing at all for each one to access your entertainment? (Top 2 Box) Respondents ages 18-54 in the UK

Social Networks emerge as a form of Entertainment
UK
US
Q: . Do you consider social networking sites to be a form of entertainment? Respondents ages 18-54 in the US and UK

The value of Social Networking
% Who believe each provides “excellent” or “very good” value
UK
US
Q: Thinking about the entertainment provided by each of the following entities, do you think in general they provide excellent, very good, good, fair or poor value in entertainment? (Top 2 Box, Excellent/Very Good Value) Respondents ages 18-54 in the US

What are consumers willing to sacrifice for free entertainment?
UK
US
Q: Which of the following would you be willing to sacrifice in order to get your entertainment for free? Please select all that apply. Respondents ages 18-54 in the US and UK

Top-of-mind Entertainment Companies
US
UK
Q: When you think about the entertainment sector, which companies come to mind? Please mention any companies that you can think of. Respondents ages 18-54 in the US and the UK

Surprising reputational factors matter
Important Reputation Factors – UK
US
65%
65%
61%
61%
62%
54%
48%
51%
55%
49%
44%
44%
Q: How important are each of the following factors to the overall reputation of a company in the entertainment industry? Please use a scale of 1 to 9 where 1 means it is not important at all and 9 means it is extremely important. (Top 2 Box) Respondents ages 18-54 in the UK

Trust in the Entertainment Industry: 2008 – 2010
Trust in the entertainment industry rebounded in the US over the past year
Q: To what extent do you trust businesses in the entertainment industry to do what is right? Top 2 Box: Total trust; Respondents ages 18-34 in the US and UK
*Source: 2010 Edelman Trust Barometer. Please tell me how much you TRUST businesses in each of the following industries to do what is right using a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL”. Top 4 Box: Total trust; Informed publics ages 25-34 in the US and UK

UK Entertainment Spending
Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the UK
(2009 wording: Are you currently spending more money, less money, or about the same amount on entertainment as you did a year ago?)

US Entertainment Spending
Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US
(2009 wording: Are you currently spending more money, less money, or about the same amount on entertainment as you did a year ago?)

Consumer attitudes towards social networks impact spend
SPEND MORE
UK
Social networking IS entertainment
US
Social networking IS entertainment
2010. Avg Spend
Trusters £26
Distrusters £24
2010. Avg Spend
Trusters $49
Distrusters $43
Spend more
Spend less
SPEND LESS
Q: . Do you consider social networking sites to be a form of entertainment? Respondents ages 18-54 in the US and UK
Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US and UK

Consumer attitudes towards trust impacts spend
US
Trust Entertainment Companies
UK
Trust Entertainment Companies
SPEND MORE
2010. Avg Spend
Trusters £28
Distrusters £22
2010. Avg Spend
Trusters $47
Distrusters $43
Spend more
Spend less
SPEND LESS
Q: To what extent do you trust businesses in the entertainment industry to do what is right? Top 2 Box: Total trust; Respondents ages 18-34 in the US and UK
*Source: 2010 Edelman Trust Barometer. Please tell me how much you TRUST businesses in each of the following industries to do what is right using a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL”. Top 4 Box: Total trust; Informed publics ages 25-34 in the US and UK
Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US and UK

Building trust in era of “social entertainment” requires a mosaic approach
Listen with new intelligence
Participate in conversation
Create and co-create content
Socialize media
Champion open advocacy
Build active partnerships
Embrace complexity

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Edelman Social Entertainment &Trust in the Entertainment Industry

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