Edelman Global Entertainment Studie 2013
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Edelman Global Entertainment Studie 2013

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Die Edelman Global Entertainment Studie untersucht 2013 im siebten Jahr die Haltung von Verbrauchern gegenüber der Unterhaltungsindustrie sowie ihre Verhaltensweisen in Bezug auf Konsumgewohnheiten ...

Die Edelman Global Entertainment Studie untersucht 2013 im siebten Jahr die Haltung von Verbrauchern gegenüber der Unterhaltungsindustrie sowie ihre Verhaltensweisen in Bezug auf Konsumgewohnheiten und Kaufempfehlungen. Die Global Entertainment Studie wird von Edelman und Matter Inc. in Auftrag gegeben und von dem Marktforschungsunternehmen Edelman Berland durchgeführt. Die Datenerhebung fand online im Zeitraum vom 1. bis 12. April 2013 statt. Befragt wurden 18- bis 54-jährige Konsumenten in Brasilien, China, Indien, Deutschland, Korea, der Türkei, Großbritannien und den USA. Die Stichprobe umfasste 6.500 Befragte: je 1.000 in den USA, Großbritannien, Indien, Brasilien und China sowie jeweils 500 in Deutschland, der Türkei und Korea. Die globalen Daten sind so gewichtet, dass kein Land überrepräsentiert ist.

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Edelman Global Entertainment Studie 2013 Edelman Global Entertainment Studie 2013 Presentation Transcript

  • 2013 GlobalEntertainmentSurvey
  • Margin of error = ±1.22% at95% confidence intervalMethodologySeventh annual Digital Entertainment & Technology survey, which hasexpanded this year to include eight global markets: U.S., U.K., India, Brazil,China, Germany, Turkey and KoreaACCURACY HOWWHENAUDIENCE HOW MANYAdults 18-54 n = 6,500 (1K/market in U.S., U.K., India, Brazil andChina; 500/market in Germany, Turkey and Korea)Data weighted to equally represent all countriesData collection occurredApril 1 – 12, 2013Online surveyKEYStats noted as global-or-region-specific
  • Seven years of research – Global expansion2005–2007 2007–2009 2009–2011 2011–2013 2013–PresentGlobalDigitalEntertainment,Rights andTechnologyDigitalEntertainmentand TechnologyCome PlayMultimedia MeSocialEntertainmentAll About MeShare ThisGateway toIndividualsGlobalization ofEntertainment
  • ENTERTAINMENTGOES GLOBAL
  • Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting?Q10 Please indicate how likely you would be to engage in the following activities. 5People want immersive and interactive experiencesWatch more than one episode of my favorite TV show in one sittingTry new ways to interact with entertainmentAccess additional online content relatedto my entertainmentInteract in real time with what I am watchingUse social networks to interact with talentfrom the entertainment I likeVote for my favorite contestants on realityTV or music talent showsWatch content while simultaneously usingmy personal device to buy merchandise88%73%70%65%63%61%60%
  • Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting?Q10 Please indicate how likely you would be to engage in the following activities. 6Emerging markets are especially engaged% Likely TOTALUNITEDSTATESUNITEDKINGDOMINDIA BRAZIL CHINA TURKEY GERMANY KOREAWatch more than one episode of myfavorite TV show in one sitting88% 86% 86% 91% 91% 98% 85% 82% 89%Try new ways to interact withentertainment73% 62% 59% 88% 86% 81% 81% 71% 56%Access additional online content relatedto my entertainment70% 62% 58% 87% 81% 79% 66% 57% 66%Interact in real time with what I amwatching65% 47% 47% 86% 77% 81% 73% 46% 60%Use social networks to interact with talentfrom the entertainment I like63% 51% 48% 85% 75% 74% 74% 45% 55%Vote for my favorite contestants on realityTV or music talent shows61% 49% 40% 82% 69% 83% 63% 34% 65%Watch content while simultaneously usingmy personal device to buy merchandise60% 49% 45% 80% 73% 75% 60% 43% 51%
  • TEND TO BE:• Male• 8095er• College educated• Constant user of social media• Significantly more likely than average tosocialize content about entertainment• Behavior highest among those residing inIndia, Brazil and ChinaQ6 When watching entertainment content, how often are you simultaneously using another device [e.g. television, computer,smartphone, tablet, etc.]?Q7 How likely are you to use multiple devices while watching entertainment content to enhance your entertainment experience? 7Seven-in-ten enhance entertainment bysimultaneously using another device96%HAVE SIMULTANEOUSLY USEDANOTHER DEVICE WHEN WATCHINGENTERTAINMENT, AND 51% DO SO“ALWAYS” OR “MOST OF THE TIME.”70%EXPERIENCEENHANCERS
  • Q24-25 Please indicate your level of agreement, when it comes to entertainment content… 8Visual-tainment creates global connectionsMajorities in all countries agree:“I feel more connected to the world atlarge now because of social media”(62% agree, global)“I’m more open to watching onlinevideos from far-flung places than Iwas a year ago.”(63% agree, global)“Because of some of the entertainmentcontent I’ve seen from all over the world,I feel humans are more connectedthan ever before.”(67% agree, global)AGREE DISAGREE(65%)(58%)(54%)(66%)(67%)(60%)(53%)(52%)“In the past year, I havewatched/listened toentertainment content in alanguage that I do not speak.”
  • SHARING IS FUNDAMENTALTO THE ENTERTAINMENTEXPERIENCE
  • Q16 Generally speaking, how likely are you to use social media to share content about each of the following? 10People are as likely to share about entertainmentas about themselves or their friendsYour FamilyLocal/Regional newsNational/World newsYour friendsYourselfEntertainment76%76%75%67%64%65%Emerging markets (India, Brazil,China and Turkey); 8095ers; andcollege graduates lead the trend
  • Q21 How likely are you to use social media to share your opinion of entertainment content when you… 11Useful, popular and funny entertainment is sharedaround the world - India ranks highestGlobal Ave.75% – 77%Useful Love Interesting Funny66% 66% 65% 64%89% 89% 88% 88%
  • Q23 Which of the following best represents your view? Please rank your top three responses. When I use social media to sharecontent about entertainment, I do it mostly... (Shown: % First choice) 12Globally,people aremore likely to sharepositive than negativeexperiences5x20%4%To share joy/satisfactionTo warn others not towaste time or moneyon content that is notentertaining
  • ANYTIME, ANYWHEREACCESS IS HERE
  • 14Television is still the device of choice for entertainment;laptops and mobile are gaining ground#1 China, Korea#2 Turkey#3 IndiaQ3 What device do you most often turn to for entertainment? Please rank your top three responses#1U.S., U.K., India,Brazil, Germany #2U.S., U.K., India,Brazil, Germany#4 U.S./U.K.
  • 15Preferred content type varies considerably bycountryQ5 What type of content do you most often turn to for entertainment? Please rank your top 3 responses.#1 U.S., U.K. #1 Korea#1 Germany#1 India, Turkey #1 Brazil, China
  • CONSUMERS’MOTIVATORSARE UNIVERSAL
  • Q11 Who or what influences you to… view a program on television; go to a theater to watch a movie; watch a movie on a personaldevice; watch a Web video online; purchase a new song or album 17Personal recommendations are the top influencer ofentertainment choicesEntertainment Consumption InfluencersRecommendation from a real life friend or family member 35%Advertisements/Trailers 29%An entertainment review on television [e.g., Entertainment Tonight, moviereviewer on local news, etc.]26%Professional review/recommendation from a critic [e.g., in a newspaper,or a movie blogger]25%Recommendation from or connection to a brand or product I like 22%Recommendation from someone I am connected with mostly through socialmedia but dont know personally22%Promotional event 22%Recommendation from a person you dont know [e.g., celebrity or someoneyou follow via social media]20%
  • 91%85%76%74%77%89%86%80%75%72%88%82%79%74%67%58%Spending DriversShown: % Extremely/Somewhat Important201120122013Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each ofthe following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 18Drivers remain steady in the U.S. -enjoyment and quality come first.My personal enjoyment of the entertainmentExcellent visual or sound quality of the entertainmentThe hours of enjoyment the entertainment will provideBeing able to access the entertainment immediatelyBeing able to purchase the entertainment easilyPositive reviews from people I know
  • 48%31%42%17%50%43%41%31%52%47%46%45%43%41%39%Spending DriversShown: % Extremely/Somewhat Important201120122013Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each ofthe following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 19Being the first to enjoy entertainmentrises in importanceThe number of devices with which I can access the entertainmentPopularity of the entertainmentRecommendation from or connection to a brand or product I likePositive reviews from professional criticsBeing able to access the entertainment via “the cloud”Having unrestricted ability to share or makecopies of the entertainment legallyBeing one of the first to enjoy new entertainment
  • 89%87%78%73%76%90%86%80%74%75%91%85%81%76%69%59%Spending DriversShown: % Extremely/Somewhat Important201120122013Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each ofthe following things to you, personally, when you are spending money on entertainment content? (Shown: U.K.) 20U.K. entertainment spending driversremain steadyMy personal enjoyment of the entertainmentExcellent visual or sound quality of the entertainmentThe hours of enjoyment the entertainment will provideBeing able to access the entertainment immediatelyBeing able to purchase the entertainment easilyPositive reviews from people I know
  • 47%29%14%34%45%41%23%33%48%46%46%44%39%39%38%Spending DriversShown: % Extremely/Somewhat Important201120122013Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each ofthe following things to you, personally, when you are spending money on entertainment content? (Shown: UK) 21Being the first to enjoy entertainmentrises in importanceThe number of devices with which I can access the entertainmentPopularity of the entertainmentPositive reviews from professional criticsRecommendation from or connection to a brand or product I likeBeing able to access the entertainment via “the cloud”Being one of the first to enjoy new entertainmentHaving unrestricted ability to share or makecopies of the entertainment legally
  • 85%81%75%72%66%65%60%58%56%56%54%51%47%Spending DriversShown: % Extremely/Somewhat ImportantQ9 Below are some things people might take into consideration when spending money on entertainment. How important are each ofthe following things to you, personally, when you are spending money on entertainment content? 22Brands are as influential as professional critics indriving entertainment spendingMy personal enjoyment of the entertainmentExcellent visual or sound quality of the entertainmentThe hours of enjoyment the entertainment will provideBeing able to access the entertainment immediatelyBeing able to purchase the entertainment easilyPositive reviews from people I knowPopularity of the entertainmentThe number of devices with which I can access the entertainmentRecommendation from or connection to a brand or product I likePositive reviews from professional criticsHaving unrestricted ability to share or make copies of the entertainmentlegallyBeing able to access the entertainment via “the cloud”Being one of the first to enjoy new entertainment
  • Emerging markets are leading the way in the globalization ofentertainment - immersing themselves in the experiencethough interaction and socializationPeople’s definition of entertainment brands is changing –opening up the field for new innovations and new playersHow people watch entertainment has shifted. While they maybe doing more while enjoying entertainment, they’re alsolooking for more ways to interact with their favorite brandsVisual-tainment and socialization makes people feel moreconnected and creates a global link
  • 24Additional slides
  • 90%84%80%75%68%59%47%50%45%45%40%41%39%83%74%58%62%48%47%40%41%39%42%38%25%24%83%81%77%73%69%70%69%65%64%63%63%61%56%Spending DriversShown: % Extremely/Somewhat ImportantUS/UKGermanyEmergingQ9 Below are some things people might take into consideration when spending money on entertainment. How important are each ofthe following things to you, personally, when you are spending money on entertainment content? 25US and UK place greater importance on personalpreferences than Germany or emerging marketsMy personal enjoyment of the entertainmentExcellent visual or sound quality of the entertainmentThe hours of enjoyment the entertainment will provideBeing able to access the entertainment immediatelyBeing able to purchase the entertainment easilyPositive reviews from people I knowPopularity of the entertainmentThe number of devices with which I can access the entertainmentRecommendation from or connection to a brand or product I likePositive reviews from professional criticsHaving unrestricted ability to share or make copiesof the entertainment legallyBeing able to access the entertainment via “the cloud”Being one of the first to enjoy new entertainment
  • 26DemographicsDEMOGRAPHICS US UK INDIA BRAZIL CHINA GERMANY TURKEY KOREAMale 49% 46% 52% 49% 51% 49% 50% 50%Female 51% 54% 48% 51% 49% 51% 50% 50%18-34 45% 45% 74% 60% 58% 40% 72% 46%35-44 26% 29% 17% 25% 27% 33% 17% 30%45-54 29% 26% 9% 15% 15% 27% 11% 24%Secondaryeducation or less27% 42% 3% 39% 11% 58% 23% 22%Any tertiary /higher education40% 24% 7% 31% 17% 26% 34% 12%College /Universitygraduate33% 34% 91% 30% 72% 16% 43% 66%