Value, Engagement and Trust in the era of Social Entertainment: 2011

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  • 1. Value, Engagement and Trustin the era of Social Entertainment25th May 2011 1
  • 2. What makes entertainment social? The key is in the sharing […] A few years ago it would have been rude to be on your laptop whilst watching a movie with friends....now its part of that social experience 2
  • 3. In the U.S., Technology Holds the Top Spot Over Four Years, WhileEntertainment Ranks Towards the Bottom Trust in Industries among the informed publics audience – U.S. 2008 2009 2010 2011 1. Technology 78% 1. Technology 72% 1. Technology 81% 1. Technology 73% 2. Food and beverage 54% 2. Biotech/life sciences 73% 2. Biotech/life sciences 60% 2. Food 64% 3. Brewing and spirits 53% 3. 3. Food 56% 3. Biotech 62% Banks 71% 4. Biotech 53% Consumer packaged 4. Retail 61% 5. 4. Retail 67% 4. 53% Telecommunications 51% goods manufacturers Consumer packaged 6. Retail 51% Consumer packaged 5. Retail 47% 5. 57% 5. 64% goods manufacturers goods manufacturers 7. Automotive 49% 6. Health care industry 41% 6. Health care industry 50% Consumer packaged 6. Automotive 62% 8. 48% goods 7. Pharmaceuticals 39% 7. Energy 50% OTC personal health 7. Health care industry 58% 9. 46% care products 8. Energy 39% 8. Pharmaceuticals 45% 10. Energy 43% 8. Entertainment 55% 9. Banks 36% 9. Automotive 45% 11. Entertainment 39% 9. Pharmaceuticals 55% 12. Pharmaceuticals 38% 10. Entertainment 35% 10. Entertainment 41% 10. Energy 54% 13. Insurance 26% 11. Automotive 32% 11. Banks 33% 14. Financial services 25% 11. Insurance 50% 12. Insurance 29% 12. Insurance 32% 15. Banks 25% 12. Media companies 48% 13. Media companies 27% 13. Media companies 32% 16. Media 22% Results from Edelman Trust Barometer 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 US 3
  • 4. Methodology• Methodology: Custom Online Survey• Target audience: Adults ages 18 - 54• Geographies: US & UK markets• Sample Sizes & Field dates: – US: 517 respondents surveyed from February 22 – 24, 2011 – UK: 504 respondents surveyed from February 24 – 27, 2011 4 4
  • 5. Current Behaviors 5
  • 6. Trust in the entertainment industry hasgenerally decreased over the past five years How much trust in the entertainment industry in the US has changed over 5 years? 32% 28% 23% 17% 2010 2011 Net "trust" in the UK entertainment industry Net "trust" in the US entertainment industry * 6 Q3. To what extent do you trust business in the entertainment industry to do what is right?
  • 7. The internet continues as second most often turnedto source of entertainment in US US 2010 US 2011 58% 47% 32% 32% 28% 6% INTERNET TV FILM Base: US respondents (n=517) Q5. What source of entertainment do you turn to most often? [select one] 7
  • 8. More than half in the US consider socialnetworking sites a form of entertainment 70% 45-54 30-44 18-29 TOTAL 56% 57% 46% 42% 35% 34% 24% 12% 8% 6% 9% Don’t know No Yes 8.75% 33.75% 57.25% Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517) Q18. Do you consider social networking sites to be a form of entertainment? 8
  • 9. Respondents report spending more time with theinternet and social media for their entertainment 63% 56% 49% 40% 30% 27% 23% 26% 24% 23% 16% 15% Television Movies Internet Social Media Music Video Games UK US Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517) 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? 9
  • 10. More time being spent across multiple devices.Audience attention is divided across screens. Percentage of people spending “More Time” 59% 53% 53% 52% 49% 52% 38% 36% 29% 29% 26% 25% Laptop My Home / Mobile Phone DVR MP3 Player Television Work Computer UK US Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517) 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? 10
  • 11. Consumers are interested in additional contentthat is connected across platforms I would like to use my computer to access 52% additional online content related to my entertainment 52% I would like to use my mobile phone or 31% device to interact with entertainment 29% I would like to use social networks such as 30% Facebook to interact with entertainment 25% I would like to see entertainment provide 28% me with the ability to interact real-time with the content 30% I like being able to interact with entertainment such as being able to vote 27% UK for my favorite contestants on reality TV… 23% US Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517) 11 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?
  • 12. Entertainment value 12
  • 13. Perception of value provided by entertainment sourceshas dropped, but social networks remain steady US Entertainment Sources: Providing Value % Providing “Very Good” or “Excellent” Value 40% 37% 37% 34% 32% 32% 31% 18% 14% 14% 15% 14% Social Film Producers / Music Companies Gaming Cable Television Satellite Networking Sites Movie Studios Companies Providers** Television Providers** 2010 2011 *NOTE: Data unavailable for years 2007 and 2009. Data from 2008 includes respondents ages 18-34 only. **NOTE: Data for 2008 is for “TV Broadcasters/Producers” Q11. Thinking about the entertainment provided by each of the following entities, do you think in general they provide excellent, very good, 13 good, fair or poor value? Base: US respondents (n=517)
  • 14. Free or paid? 14
  • 15. US Entertainment spending year on year isconsistent US Entertainment Spending Per Month (Self-Reported) 25% 23% 21% 20% 16% 14% 14% 12% 12% 11% 9% 9% 9% 6% Nothing $1 - $10 $11 - $25 $26 - $50 $51 - $75 $76 - $100 More than $100 2010* 2011 *NOTE: Data unavailable for years 2007-2009Base: US respondents (n=517) Q13. In a typical month, about how much do you personally spend on purchasing entertainment? 15
  • 16. Personal enjoyment and visual/sound quality are evenmore important now than in 2010 as US purchase drivers The hours of enjoyment the 72% entertainment will provide 76% Being able to purchase the 66% entertainment easily 77%Excellent visual or sound quality of the 77% entertainment 85% My personal enjoyment of the 76% US 2010 entertainment 91% US 2011 Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following Base: US respondents (n=517) things to you, when you are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too 16 important or not at all important?
  • 17. Being one of the first to have new entertainmenthas dropped dramatically in importance The number of devices with which I can 58% access the entertainment 48% Being one of the first to have new 39% entertainment 17% Having unrestricted ability to share or 55% make copies of the entertainment legally 42% 44% Popularity of the entertainment 31% US 2010 US 2011 Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the followingBase: US respondents (n=517) things to you, when you are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too 17 important or not at all important?
  • 18. More US respondents are willing to view / listen to advertising to getfree entertainment; but won’t compromise on privacy What are consumers willing to sacrifice for free entertainment? Advertisement-free entertainment 47% 60% The ability to share the entertainment 43% 53% The ability to access the entertainment 40% on multiple devices 45% The ability to access the entertainment 29% on the device of my choice 27% Visual or sound quality of the 14% entertainment 10% Privacy of my personal information 13% 7% None of the above 16% US 2010 11% US 2011 Base: US respondents (n=517) Q17. Which of the following would you be willing to sacrifice in order to get your entertainment for free? 18
  • 19. Overwhelmingly the move from free topaid/subscription models is received negatively Impact of moving from free to paid/subscription UK US models for entertainment 56% 49% 35% 32% 12% 10% 3% 2% 1% 1% Very negatively Somewhat Neither positively Somewhat Very positively negatively nor negatively positively Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517) Q14. If your favorite media companies started requiring a paid subscription for previously free entertainment, how would this impact 19 your feelings toward those companies?
  • 20. So what does this tell us? 20
  • 21. Movie studios and Network TV companies are top of mind in USEntertainment Top of Mind Entertainment Companies (by Category) *NOTE: Data has been optimized for visual presentation and is different from the actual frequency distribution. Base: US respondents (n=517) Q2. When you think about the entertainment sector, which companies come to mind? Please list any companies that you can think of. 21
  • 22. Entertainment companies must embrace the threepoints of attention Entertainment Content Social Entertainment Technological Social Device Conversation 22