Entertainment in the Era of the Selfie - Edelman 2014
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Entertainment in the Era of the Selfie - Edelman 2014

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Edelman’s eighth annual entertainment study explores how and why people consume and share entertainment. The study’s findings highlight people’s expectations for unprecedented control over their ...

Edelman’s eighth annual entertainment study explores how and why people consume and share entertainment. The study’s findings highlight people’s expectations for unprecedented control over their entertainment experiences. The study looks at the U.S., UK and China, and was co-commissioned by Edelman and MATTER, and fielded by Edelman Berland.

Learn more: http://edl.mn/edelent

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Entertainment in the Era of the Selfie - Edelman 2014 Entertainment in the Era of the Selfie - Edelman 2014 Presentation Transcript

  • ENTERTAINMENT IN THE ERA OF THE SELFIE JUNE 12, 2014 Follow @EdelmanPR & @Matter_Inc | Join the conversation: #EdelEnt
  • 2 AUDIENCE Adults 18-54 HOW MANY n=4,000 ACCURACY Margin of Error = ±1.22% at 95% confidence interval WHEN Data Collection Occurred April 2– 16, 2014 HOW Online Survey Conducted by Research Firm Edelman Berland Eighth Annual Study ANNUAL U.S., UK, China, France COUNTRIES ABOUT THE STUDY
  • EIGHT YEARS OF RESEARCH – ENGAGEMENT TAKES CENTER STAGE 2005–2007 2007–2009 2009–2013 2013–Present Entertainment “Selfie-Style” Digital Entertainment, Rights and Technology Digital Entertainment and Technology Come Play and Share Social Entertainment Share This Gateway to Individuals Immediate Engagement 3
  • ENTERTAINMENT ‘SELFIE-STYLE’ 4
  • CONSUMERS WANT TO ENGAGE 5 TALK ABOUT ENTERTAINMENT WITH FRIENDS, FAMILY OR CO-WORKERS91% Shown: % Likely 2013 2014 2013 2014 2013 2014 WATCH MORE THAN ONE EPISODE OF MY FAVORITE TV SHOW IN ONE SITTING 86% 94% 86% 89% 98% 99% ACCESS ADDITIONAL ONLINE CONTENT RELATED TO MY ENTERTAINMENT 62% 74% 58% 66% 79% 86% TRY NEW WAYS TO INTERACT WITH ENTERTAINMENT 62% 72% 59% 67% 81% 86% WATCH CONTENT WHILE SIMULTANEOUSLY USING MY PERSONAL DEVICE TO BUY MERCHANDISE 49% 60% 45% 49% 75% 77% Q7 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. Click to tweet
  • BINGE-WATCHING IS MORE FOR PERSONAL SATISFACTION THAN OUTSIDE PRESSURE 6 Q8 Which of the following describes why you would watch more than one episode of a television show in one sitting? (Asked of those who have watched more than one episode of a television show in one sitting, n=2,965; Results shown off skip base) 72% 57% 24% 19% 19%KNOW WHAT HAPPENS NEXT FEEL CAUGHT UP AVOID HEARING ABOUT IT BEFORE WATCHING PARTICIPATE IN CONVERSATIONS TO WATCH IT BEFORE OTHERS INTERNAL EXTERNAL Click to tweet
  • WE ARE ALL MULTI-TASKERS 7 Q15 How likely are you to use multiple devices while watching entertainment content to…? (Asked of those who always/mostly/sometimes/ rarely use multiple devices, n=2,359; Results shown off skip base) MULTI-TASK USING ANOTHER DEVICE UNRELATED TO THE CONTENT YOU ARE WATCHING 83% 81% 83% Click to tweet
  • …BUT THERE IS AN OPPORTUNITY FOR BRANDS TO PARTICIPATE 8 Q15 How likely are you to use multiple devices while watching entertainment content to…? (Asked of those who always/mostly/sometimes/rarely use multiple devices, n=2,864; Results shown off skip base) DO SOMETHING RELATED TO THE CONTENT 86% 51% 48% USE AN APP/WEBSITE DESIGNED BY THE CREATOR OF THE ENTERTAINMENT CONTENT USE AN APP/WEBSITE NOT DESIGNED BY THE CREATOR OF THE ENTERTAINMENT CONTENT 62% 81% 71%
  • MULTI-SCREEN USAGE IS MOST PROMINENT FOR SPORTS, ENTERTAINMENT EVENTS AND CRISIS Q16 For which of the following types of content do you use multiple devices while watching entertainment content? Shown: % Likely SPORTING EVENT 47% 41% ENTERTAINMENT EVENT 41% 49% POLITICAL EVENT 35% 42% NEW TELEVISION SERIES 32% 41% NATIONAL CRISIS 36% 39% NEW MOVIE 23% 38% THE FIRST EPISODE OF A NEW TV PROGRAM 25% 28% THE FINAL EPISODE OF A TV PROGRAM 26% 25% MUSIC CONCERT 19% 27% 9 Click to tweet
  • IN THE U.S., CONSUMERS PUT DOWN THEIR PHONES WHEN ENTERTAINMENT CONTENT IS EXCITING 10 WHEN CONSUMERS USE ANOTHER DEVICE 13% 18% 21% 66% 44% 46% WHEN CONSUMERS DO NOT USE ANOTHER DEVICE N/A 8% 7% 32% 33% 56% I do not know others who watch the same content There are no commercial breaks Content is excitingContent is boring Watching entertainment with othersWatching entertainment alone Content is live-broadcast There are commercial breaks I know others who watch the same content Content is live-tweeted Content is not live-broadcast Q13 When do you use another device while watching entertainment content? (Asked of those who always/mostly/sometimes/ rarely use multiple devices n=2,666; Results shown off total base) Q14 When do you NOT use another device while watching entertainment content? (Asked of those who mostly/sometimes/rarely/never use multiple devices, n=2,666; Results shown off total base) Click to tweet
  • WHY COMPELLING CONTENT IS IMPORTANT Actions Taken Over Past 12 Months in Relation to Content… Q23 Thinking back over the past 12 months, have you taken any of the following actions in relation to entertainment companies that produce good or engaging content? Q24 Thinking back over the past 12 months, have you taken any of the following actions in relation to entertainment companies that produce bad or boring content? GOOD/ENGAGING CONTENT 53% Recommended to a friend/colleague 41% Paid attention to future content 33% Shared the content with social network 31% Shared positive opinions online 37% Bought products/services 27% Ignored future content BAD/BORING CONTENT 23% Shared the content with social network 22% Shared negative opinions online 26% Refused to buy products/services 34% Criticized to a friend/colleague 11
  • SHARING IS FUNDAMENTAL TO TODAY’S ENTERTAINMENT EXPERIENCE
  • EVERY FORM OF CONTENT SOLICITS ENGAGEMENT 13 Q20 How likely are you to use social media to engage when you are doing the following activities? USER-GENERATED ONLINE VIDEOS 84% 85% 79% 78% 85% 82% 71% LIVE TV SHOW SPORTING EVENT NOT LIVE TV IMPACT OUTCOME OF TV SHOW YOUR SOCIAL MEDIA MESSAGE MAY APPEAR ON-SCREEN FILM IN THEATERS 49% 52% 53% 53% 47% 44% 31%
  • Q17 Generally speaking, how likely are you to use social media to share content about each of the following? Q18 Generally speaking, how likely are you to use social media to do each of the following? 14 CONSUMERS SHARE ENTERTAINMENT AS OFTEN AS THEMSELVES, FRIENDS AND FAMILY Shown: % Likely to share about Your Family Local/Regional news National/World news Your friends Yourself Entertainment Content 67% +10% 71% 70% 68% 68% 59% 58% Click to tweet
  • WHY PEOPLE SHARE IN THE U.S. 15 Express own opinions Q21 Which of the following best represents your view? Please rank your top three responses. When I use social media to share content about entertainment, I do it mostly... (shown: % top three choice) 56% Share excitement about things in my life46% Help turn others on to the entertainment content I like30% 27% Participate in a dialogue, debate or discussion with people I know Warn others not to waste time or money on content that is not entertaining 22% Let people know I am up on the latest thing 14% Gain more followers/to add to my network7% Click to tweet
  • SOCIAL MEDIA CONTINUES TO INSPIRE FEELINGS OF GLOBAL CONNECTION 16 Q22 Please indicate your level of agreement, when it comes to entertainment content… “Because of some entertainment content I’ve seen from all over the world, I feel humans are more connected than ever before” 72% 70% 87% “In the past year, I have watched/listened to entertainment in a language that I do not speak” 47% 48% 77% “I consider YouTube a valuable source of entertainment” 77% 76% 86% Click to tweet
  • TVS AND LAPTOPS ARE THE TOP ENTERTAINMENT DEVICES, TABLETS RISE #1U.S., U.K #2#5China #1 17 China U.S., U.K #3 #2China U.S., U.K #4 #3China U.K #5U.S. Q5 What device do you most often turn to for entertainment? Please rank your top three responses U.S., China U.K #5 #4 Click to tweet
  • TV SHOWS TOP CHOICE IN ENTERTAINMENT Q6 From the list below, what forms of entertainment do you engage with most often? NOTE: “Sports” added in 2014; “Online videos” changed to “User-generated online videos” in 2014 U.S., U.K., China U.S., U.K. U.S., U.K., China U.S., China #1 #2 #4 #5 18 Click to tweet
  • SPENDING DRIVERS CONTINUE TO EVOLVE
  • 91% 85% 76% 74% 77% 48% 89% 86% 80% 75% 72% 50% 88% 82% 79% 74% 67% 58% 52% 94% 89% 85% 79% 75% 68% 59% SPENDING DRIVERS Shown: % Extremely/Somewhat Important 2011 2012 2013 2014 My personal enjoyment of the entertainment Excellent visual or sound quality of the entertainment The hours of enjoyment the entertainment will provide Being able to access the entertainment immediately Being able to purchase the entertainment easily Positive reviews from people I know # of devices with which I can access the entertainment TO DRIVE PURCHASE, U.S. CONSUMERS WANT MORE FROM ENTERTAINMENT 20 Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? Click to tweet
  • 31% 17% 42% 43% 31% 41% 46% 45% 47% 43% 39% 41% 53% 52% 50% 50% 48% 44% 43% SPENDING DRIVERS Shown: % Extremely/Somewhat Important 2011 2012 2013 2014 Recommendation from or connection to a brand or product I like Positive reviews from professional critics Popularity of the entertainment Being able to access the entertainment via “the cloud” Being one of the first to enjoy new entertainment Having unrestricted ability to share or make copies of the entertainment legally Being one of the first to share about my experience with the entertainment AND BRANDS ARE INCREASINGLY INFLUENTIAL, SO IS BEING THE FIRST 21 Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content?
  • SUMMARY What consumers want from entertainment is reflected in the selfie era – immediate, engaging them in the moment and engaging others at their choosing Binge-viewing continues to escalate and is driven by internal satisfaction rather than purely social pressures Companies that are doing well are meeting consumers’ needs in the era of the selfie 22
  • #EdelEnt