Value, Trust and Engagement in an era of Social Entertainment

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Edelman UK's Digital Entertainment, Rights and Technology team reveal the fifth annual survey looking at "Value, Engagement and Trust in the Era of Social Entertainment."

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Value, Trust and Engagement in an era of Social Entertainment

  1. 1. Value, Engagement and Trust<br />in the era of Social Entertainment<br />25th May 2011<br />#SocialEnt<br />
  2. 2. Today’s panel <br />Gail BeckerPresident of West Coast Region<br />Edelman<br />Emma Barnett Digital Media Editor <br />Daily Telegraph <br />Matthew Hawn<br />Vice President, Product<br />Last.FM <br />Jon Hargreaves <br />MD Technology, Europe<br />Edelman<br />Simon Nelson Digital Business<br />&Strategy Advisor<br />@jukevox<br />@urbangenie<br />@Naked_Pheasant<br />@gailfbecker<br />@Emmabarnett<br />#SocialEnt<br />
  3. 3. What makes entertainment social?<br />The key is in the sharing […]<br />A few years ago it would have been rude to be on your laptop whilst watching a movie with friends....now it's part of that social experience<br />
  4. 4. Entertainment Ranks as 3rd most Trusted Industry in 2011; Tech remains at the Top, Media Ranks at the Bottom <br />Trust in Industries – UK<br />A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a nine-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) Informed publics ages 25-64 in the UK<br />
  5. 5. ?<br />Methodology<br /><ul><li>Methodology: Custom Online Survey
  6. 6. Target audience: Adults ages 18 - 54
  7. 7. Geographies: US & UK markets
  8. 8. Sample Sizes & Field dates:
  9. 9. US: 517 respondents surveyed from February 22 – 24, 2011
  10. 10. UK: 504 respondents surveyed from February 24 – 27, 2011</li></ul>5<br />
  11. 11. Current Behaviours<br />
  12. 12. The internet continues as second most often turned to source of entertainment in UK<br />UK 2010<br />UK 2011<br />TV<br />FILM<br />INTERNET<br />*NOTE: 2011 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<br />Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54<br />Q5. What source of entertainment do you turn to most often? [select one]<br />
  13. 13. Nearly half in UK consider social networking sites a form of entertainment<br />9.5%<br />45.5%<br />45%<br />Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)<br />Q18. Do you consider social networking sites to be a form of entertainment?<br />
  14. 14. Respondents spending increased time with the internet and social media for their entertainment<br />UK<br />US<br />Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)<br />Q8. In the past year, do you believe you are spending more, less or the same amount of time with the following types of entertainment?<br />
  15. 15. More time being spent across multiple devices. Audience attention is divided across screens. <br />UK<br />US<br />Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)<br />Q9. In the past year, do you believe you are spending more, less or the same amount of time using the following devices to access media?<br />
  16. 16. Consumers are interested in additional content that is connected across platforms <br />UK<br />US<br />Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)<br />Q12. Next, we’d like to ask about your preferences for interacting with entertainment. How would you indicate your level of agreement with the following statements?<br />
  17. 17. Entertainment value<br />
  18. 18. Perception of value provided by entertainment sources has dropped, but social networks remain steady<br />Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54; <br />Q11. 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?<br />
  19. 19. Free or paid? <br />
  20. 20. Personal enjoyment and quality are now even more important as UK purchase drivers<br />Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54<br />Q10. Below are some things people might take into consideration when purchasing entertainment. <br /> How important are each of the following things to you, when you <br />are considering making an entertainment purchase – extremely important, somewhat important, <br />neither important nor unimportant, not too important or not at all important?<br />
  21. 21. Being one of the first to have new entertainment has dropped dramatically in importance<br />UK 2010<br />UK 2011<br />Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54<br />Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following things to you, when you <br />are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too important or not at all important?<br />
  22. 22. More UK respondents are willing to sacrifice sharing to get free entertainment; but won’t compromise on privacy<br />What are consumers willing to sacrifice for free entertainment?<br />Base: UK respondents. 2011:(n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54<br />Q17. Which of the following would you be willing to sacrifice in order to get your entertainment for free?<br />
  23. 23. Overwhelmingly the move from free to paid/subscription models is received negatively<br />Impact of moving from free to paid/subscription<br />models for entertainment<br />UK<br />US<br />Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)<br />Q14. If your favorite media companies started requiring a paid subscription for previously free entertainment, how would this impact your feelings toward those companies?<br />
  24. 24. So what does this tell us? <br />
  25. 25. TV broadcast companies and movie studios are top of mind in UK entertainment<br />Top of Mind Entertainment Companies (by Category)<br />*NOTE: Data has been optimized for visual presentation and is different from the actual frequency distribution.<br />Base: UKrespondents(n=504)<br />Q2. When you think about the entertainment sector, which companies come to mind? Please list any companies that you can think of.<br />
  26. 26. Entertainment companies must embrace the three points of attention <br />Entertainment Content <br />Social Entertainment<br />Social Conversation <br />Technological <br />Device <br />
  27. 27. Thanks <br />#SocialEnt<br />www.thenakedpheasant.wordpress.com<br />

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