Edelman Social Entertainment &Trust in the Entertainment Industry
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Edelman Social Entertainment &Trust in the Entertainment Industry Edelman Social Entertainment &Trust in the Entertainment Industry Presentation Transcript

  • 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%
    Edelman Social Entertainment 2010
    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%
    Edelman Social Entertainment 2010
    Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK
  • Less dramatic increase in the UK
    Sources of Entertainment – UK (ages 18-34)
    2010
    2009
    Edelman Social Entertainment 2010
    NA
    NA
    NA
    Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK
  • UK Consumers will pay for what’s most important to them
    MOST IMPORTANT
    LEAST IMPORTANT
    Edelman Social Entertainment 2010
    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
    Edelman Social Entertainment 2010
    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
    Edelman Social Entertainment 2010
    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?
    Edelman Social Entertainment 2010
    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
    Edelman Social Entertainment 2010
    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%
    Edelman Social Entertainment 2010
    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
    Edelman Social Entertainment 2010
    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
    Edelman Social Entertainment 2010
    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
    Edelman Social Entertainment 2010
    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
    Edelman Social Entertainment 2010
    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
    Edelman Social Entertainment 2010
    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
    Edelman Social Entertainment 2010