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Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
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Digital Entertainment Survey 2011

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A comprehensive audit of entertainment and digital consumer activity in the UK today, commissioned by Wiggin LLP. …

A comprehensive audit of entertainment and digital consumer activity in the UK today, commissioned by Wiggin LLP.
This year's survey looks at the media and platforms through which consumers are accessing content, social networks, smartphones and mcommerce.
There's a wealth of other findings on YouView, ebooks, 3D devices, film consumption and piracy.

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  • 1. 2011 Digital Entertainment SurveyFull report
  • 2. Wiggin is one of the UK‟s leading media law firms. Recognised by many as the best inthe media business, Wiggin is a specialist in film, music, sport, computer gaming,igaming, technology, broadcast and publishing, and has earned an internationalreputation for fresh thinking and innovative approaches.The 65-strong firm takes instructions from broadcasters, regulatory bodies, sportsbusinesses, production companies, telecommunications companies, film studios,record labels, publishers, TV channels and digital service providers.Clients include All3Media, Bauer, BPI, BT, Channel 4, Columbia Pictures, Condé Nast,Discovery, Endemol, FACT, HBO, IFPI, Ingenious, ITV, The International CricketCouncil, Macmillan, Manchester United FC, Marvel, Miramax, MPA, NBC Universal,Paramount Pictures, Party Gaming, Perform, PPL, Racing UK, Sony, Shazam, TimeWarner Books, Trinity Mirror, Turf TV, Twentieth Century Fox Film, UEFA, UKTV, VirginMedia and Warner Brothers.www.wiggin.co.ukEntertainment Media Research is Europe‟s foremost research consultancy forentertainment and music. It was founded in 1997 by the former Head of MusicInformation at MTV Europe in anticipation of the digital entertainment revolution.Today, Entertainment Media Research is an international business headquartered inLondon serving the entertainment, media and advertising industries.We combine quantitative research skills with entertainment sector expertise andbranding consultancy to offer a unique and powerful service to brands and technologyproviders in the entertainment industry.www.entertainmentmediaresearch.com 2
  • 3. Contents Introduction 4 Methodology & sample profile 5 Preface 7 Headline findings 9 Detailed findings Entertainment and digital activity audit 18 Future trends 26 Technology and device ownership 29 Movies 35 3D 40 YouView 45 Tablets 49 Social networks 55 Video 80 Group Buying Websites 85 Mobile Devices 91 Mobile Localisation 98 Mobile Commerce 107 Piracy 115 3
  • 4. Introduction We are very pleased to present our fourth Digital Entertainment Survey, a comprehensive annual audit of entertainment and digital activity in the UK today, investigating the behaviour, trends, preferences and attitudes of consumers across all forms of entertainment activity. This year‟s survey focuses on the media and platforms through which consumers are accessing content, and in particular the astonishing popularity of tablet computers. We also look in detail at how the usage of social networks is changing, and how entertainment brands need to adapt in order to maximise the opportunity to market and sell in the social environment. The rise in smartphone and tablet penetration means new opportunities for media brands, and the survey gives insight into the types of content that consumers want to access on these new mobile platforms. Mobile commerce is finally becoming a real experience for consumers, but it‟s clearly still early days for geo-location services and payment by near-field technology implanted on mobile devices. There‟s also evidence of a real anticipation of the YouView platform, where broadcast and web-based content will sit side by side, and the survey shows that YouView presents real opportunities for a new breed of web-TV content. There is a wealth of other findings from the survey in this report including on ebooks, 3D devices, film consumption and piracy among other things. We hope you find the results useful and provide food for thought. If there‟s any data that you would like to explore in more detail we would be happy to discuss with you how we could help. Alexander Ross Partner Wiggin LLP 4
  • 5. Methodology • The findings are based on a large-scale online survey of 1,959 UK respondents, representative of the national demographic conducted in April 2011 • The survey was commissioned by Wiggin • Readers are welcome to use data in this report but such use must acknowledge the 2011 Digital Entertainment Survey from Entertainment Media Research and Wiggin as the source Please note that percentages may not add exactly due to rounding All research, analysis and reporting conducted by Entertainment Media Research, Europe’s number 1 music and entertainment research agency For more information, please contact: Wiggin www.wiggin.co.uk +44 (0) 1242 224114 Alexander Ross, Partner – Music , Publishing and Technology alexander.ross@wiggin.co.uk Emma Massingham, Client Relationship and Business Development Manager emma.massingham@wiggin.co.uk Entertainment Media Research www.entertainmentmediaresearch.com +44 (0) 207 240 1222 Russell Hart, CEO russell.hart@entertainmentmediaresearch.com Gareth Edwards, Senior Research Manager gareth.edwards@entertainmentmediaresearch.com Patrick Johnston, Head of Business Development patrick.johnston@entertainmentmediaresearch.com 5
  • 6. Sample profile Weighted % Male 15-19 6% Sample has been weighted to Male 20-24 6% reflect the national Male 25-34 10% demographics of the UK Male 35-44 11% Male 45-54 9% Male 55-64 8% Female 15-19 6% 50% male Female 20-24 6% Female 25-34 10% Female 35-44 11% Female 45-54 9% Female 55-64 8% London 12% 50% female South 31% Midlands 16% North 25% Wales 5% Northern Ireland 3% Scotland 8% Total 100% 6
  • 7. Preface: The future of media We certainly live in challenging and exciting times. Disruption is a constant companion; permanent beta the default. Tablets, now-ness, social commerce, alternative currencies, multi-platform storytelling, augmented reality - every week something new may end up remixing our business plans. Globally, telecoms and mobile operators are moving up the food-chain into media and advertising (someone coined this development TeleMedia), and social networks are quickly becoming the next global broadcasters – but without the cables or satellites. Soon, most of the worlds Internet traffic will be generated by a huge variety of mobile devices instead of computers, and the other 3 billion users aka consumers in the BRIC countries are coming online at a very fast pace. Remember: 10% more broadband and / or wireless equates to 1% growth in GDP – but also a 1000% percent increase in disruption:) Give it another 3-5 years and its very likely that almost 5 billion people will be connected with fast and very cheap (if not free) mobile devices - and they will not consume media and so-called content in the same way that we did when renting a movie still meant getting a piece of plastic that embodied it, or becoming a faithful and constant visitor to the quite beautiful but nevertheless super- walled iTunes garden. Most importantly, these digital natives, those pesky millennials, the inadvertent micro-pirates of our cherished digital files, are people of the screen, not people of the book, as Kevin Kelly rightly summarises. To them, the world looks and feels different and many pre- screen, pre-networked rules seem hopelessly antiquated - they wont buy if we dont change how we sell. To add to Kevins meme, I think people of the screen are people that increasingly prefer access (i.e. not copies); they are people who want total and unfettered control over when and how they use their media and who they share it with, and they are people who often co-create and participate, as well. We must embrace the reality that we are at the beginning of a global shift from copy to access: many of us will be happy with just having access to content, anytime, anywhere, on the best screen available, rather than wanting to own (i.e. download) it. If the cloud proves that it works we will make the switch - just like we switched from printed maps to navigation devices. Sure, it may take longer if you dont live in a major urban centre, but we are going from broadcast to broadband - or better, plus- broadband, from wired to / plus mobile, from the network to / plus the networked - and our world is no longer linear, its not yes or no, its… an „it depends‟ world. Fragmentation, aggregation, curation - but not mere distribution. 7
  • 8. Preface (continued) This shift is impacting all media, starting with music (see Spotify, Simfy, Rdio etc), movies and TV shows (see Netflix, Amazon, Youview etc), to books, newspapers, magazines, games and software. This from ownership to access trend is even visible in the physical domain of „stuff‟ such as in the rise of car-sharing, home-swapping and 3D printing: if we can use it why do we need a copy of it, for ourselves? I believe that the switch from owning to accessing will be an extremely lucrative turn of events for creators and their various middlemen and industries. Once we have overcome the need to package media in expensive physical formats we will see tremendous growth here. In a digital world, our costs will be much lower, marketing will be done via those that love what we do and are yearning to tell others, and many new revenues will be generated via many new combinations of I Pay, You Pay, They Pay (to quote Shelly Palmer). We just need to allow it. Be ready: value is shifting from distribution to attention, and while this is happening we are also swiftly moving into a complete reboot of advertising, i.e. to with-vertising not @vertising, to engagement rather than interruption, to conversation rather than yelling. I predict that between 30 - 40 % of the entire global advertising, marketing, PR and promotion budget (currently approximately $1 trillion) will merge to digital, mobile and interactive means of reaching consumers: advertising and marketing (and selling!) are being reinvented along with media. Exciting times. In a totally networked and always-on society, skills, creativity, curation, filtering and expert-ship will be more important than ever before - and if we keep our eyes on what the people formerly known as consumers really want rather than follow our own assumptions and outmoded orthodoxies, the media business has a great future. Engage, or become irrelevant! Gerd Leonhard Media Futurist CEO, The Futures Agency 8
  • 9. Headline findings 9
  • 10. The increasing popularity of e-bookpiracyThe Digital Entertainment Survey 2011 has established that the rising popularity of tablets and e-book readers is fuellinga rise in the number of people downloading infringing copies of e-books.Just over a fifth of people say they own or have access to an e-book reader, while 17% own/access a tablet. Amongstnon-owners, the Kindle is very popular, second only to the iPad as the must-have portable device for consumers.In line with these ownership rates, the survey reveals that reading e-books is an activity increasing in popularity. Morethan one in five (22%) of people taking part in the survey read e-books on at least an occasional basis and 36% intend todo this more frequently over the next 12 months.Worryingly, among men and women from all age ranges, a third of those who own tablet computers (36%) and a quarterof those who own an e-book reader (29%) admit to regularly or occasionally downloading unauthorised copies of e-books. The findings show this is an activity that will continue to grow as a quarter of „e-book pirates‟ intend to do thisactivity to a larger extent in the next 12 months. 10
  • 11. The must-have gadget: tabletsThe Digital Entertainment Survey has established that the tablet has become the must-have gadget of the moment. Onein ten of people taking part in the survey now own a tablet device of some sort, which is a remarkable figure whentaking into account that the iPad was only released in May 2010. Ownership rates are highest amongst first and earlyadopters (35% and 19% respectively), 25-34 year olds (18%) and males (13% vs. 8% females).Demand shows no signs of waning – one in five people say they plan on purchasing a tablet in the next 6 months and theiPad2 32GB is the most desired gadget amongst all respondents.The tablet is used overwhelmingly for entertainment purposes such as listening to music (49%), reading books (38%) andwatching videos (33%) although surprisingly they are used most for email (53%).The main barrier to tablet ownership is price. Just under four in ten (38%) non-owners say the devices are currently tooexpensive, and one in four are waiting for the cost to go down which indicates that ownership rates will increaseconsiderably if prices fall. 11
  • 12. Commercialisation of FacebookThe survey reveals that the popularity of social networks in their current form may be close to its peak - 45% of thosewho use social networks say they are getting bored of them.However, 62% of those surveyed have Facebook profiles and over half of those (57%) check their profile at least once aday, so Facebook continues to dominate as the main platform for social network activity.The survey explores the effectiveness of brand interaction on Facebook and shows that people are more likely than in2010 to like brands on Facebook (58% vs. 50%) - consumers aged 15-35 are most likely to do this. Brand interaction isdriven primarily by an existing interest in the brands‟ products/services (48% say this), the attraction of specialoffers/discounts (45%) and entry into competitions (44%).Although this might imply the successful commercialisation of Facebook, caution should be taken with thisinterpretation - four in ten people think brands are intrusive on social networks. Over half (55%) of Facebook usersagree they usually ignore brand updates, 22% read brand status updates less frequently than they did a year ago and38% of people say that they never visit a brand‟s social network page after liking a brand.Furthermore, less than a third of users claim to have actually purchased a product/service as a consequence ofinteracting with brands on Facebook. 12
  • 13. The continued rise of mobile internetuse and commerceThe survey reveals that there has been considerable growth in the number of people who say they regularly use theirmobile device to surf the internet – a quarter of respondents claim to do this on a regular basis, which represents anincrease of 9% points since 2010.The survey explores the extent consumers are using their mobile phones to make online purchases, and uncovers thegrowing importance of mobile as a retail platform. 37% of consumers owning a mobile device with internet access saythey have made at least one online purchase within the last six months and a quarter have actually made more thanfive purchases within this period. This is an activity most popular amongst teenage males (51% have made purchases)and males aged 35-44 (47%). The most popular items purchased on mobile devices are music (including downloads)(19%), clothes (15%), groceries (13%) and electrical goods (13%).People who have not yet made purchases through their mobile are most likely to say that they prefer using their PC,laptop or tablet for online purchases (54% mentioned this) while a quarter (26%) have not yet had an opportunity formobile purchasing because they do not have internet on their existing mobile. Interestingly one in five (19%) have beenput off because of security concerns. 13
  • 14. Initial scepticism towards mobilepaymentsThe research shows that almost two thirds (64%) of people are sceptical about using their mobile phone to make smallpayments at the shop counter. Females are generally more likely than their male counterparts to be sceptical (68% vs.58%).The main reasons given by people for non-interest relate to security concerns (55%) and the implications of losing themobile phone used to make payments (41%). This indicates that mobile device providers and retailers will need toreassure consumers about this new means of payment if it is to get off the ground and become a main stream paymentalternative.On a positive note, first adopters of technology and people aged under 20 are the most enthusiastic and most likely tofind mobile payments „very appealing‟ (40% and 17% respectively vs. 9% average).The main reasons for interest in mobile payments are that it will save time when paying for goods/services (mentionedby 54% of those interested) and will allow the consumer to avoid carrying a wallet and bank cards (46%). 14
  • 15. The continued rise of online videoThe research reveals that over three quarters of respondents (78%) watch online videos.The findings show that content-based videos are most popular. Just under a quarter (23%) of people say they watchmusic videos and 15% watch „comedy‟ videos at least a few times a week. Videos that simply advertise products are lessappealing – 9% say they watch them at least a few times a week.Consumers are most likely to view online videos about products/services at the pre-purchase stage of the purchasingcycle - 56% of video viewers watch online videos when considering a product/service to buy and almost a third (32%)watch them just before making a purchase. Three in ten consumers who watch online videos say they have made apurchase after watching a video showing the product/service. This indicates that there is opportunity for brands tosuccessfully utilise online video within their marketing strategy.Males aged 20-24 are most likely to have purchased a product/service after watching an online video that shows it – 51%of this group claim to have done so. 15
  • 16. Considerable interest in YouviewDespite the delay in the launch of Youview, the survey indicates that there will be considerable demand for this newviewing platform when it is eventually launched. 46% of people who took part in the survey are interested in Youview.First adopters of technology (74%) and males aged under 35 (52%) are most likely to say they are interested. Only aquarter of people say they are not interested (14% not at all interested and 12% not interested) and 28% are impartial.The most appealing attributes of Youview include being able to watch catch-up TV (46% mentioned this) and onlinevideos (39%) on the main household television, because it is a cheaper option than a subscription model (38%) and beingable to watch „on demand‟ services (32%).Amongst consumers who are not interested the main barrier is the anticipated £200 cost for the viewing box -mentioned by 42%. 16
  • 17. Piracy The judicial review of the Digital Economy Act has completed, although the prospects of an appeal remain as we go to press. Unsurprisingly, given the delay in implementation caused by this action, our survey shows that awareness of this legislation is low. At the present time, it is also apparent that until implementation of the initial measures under this legislation, many confessed infringers of copyright (32%) intend to do nothing to avoid the measures that may be directed at them. Where infringers have indicated a response, it is apparent that whilst some (37%) intend to avoid detection others intend to introduce parental controls (16%) or even give their children money to purchase content legitimately (13%). This sort of spread of potential reactions is entirely consistent with the finding of the Judge in the Judicial Review that: “It is not disputed that technical means of avoiding detection are available, for those knowledgeable and skilful enough to employ them. However, the central difficulty of this argument is that it rests upon assumptions about human behaviour. Experts can seek to establish a profile of those who engage in P2P file sharing, and their various reasons for doing so, and may then attempt to predict how these users may be likely to respond if confronted with the kind of regime that the DEA enacts. In theory, some may cease or substantially curtail their unlawful activities, substituting or not, for example, lawful downloading of music; others may simply seek other means to continue their unlawful activities, using whatever technical means are open. The final outcome is uncertain because it is notoriously difficult accurately to predict human behaviour. … the days when it was assumed that consumers act only out of the pursuit of economic self interest, and do not, quite rationally, respond to moral, altruistic or longer term considerations, are long gone.” As Government and the courts now wrestle with the role that ISPs may take in blocking access to websites that are engaged in undertaking or enabling copyright infringement, there is a significant finding that 62% of all respondents consider that more should be done to stop such sites and only 8% of all respondents disagree with this proposition. Blocking websites is also a popular action to prevent piracy amongst those that engage in this activity. 17
  • 18. Entertainment anddigital activity audit 18
  • 19. Entertainment activity auditTop 25 of 49 Question 3: Please tell us whether you do any of these leisure activities? Regularly Occasionally Rarely Plan to start in next 6 months No plans to start Unfamiliar This slide shows the activities done most Watch live scheduled television 58% 22% 8% 2% 8% 2% regularly by consumers. Watch Sky, Virgin Media or other 49% 11% 5%3% 28% 5% Unremarkably watching regular scheduled Use social network sites such as Facebook 47% 18% 9% 2% 20% 5% TV and subscription TV top the list. The Read paperback or hardback books / novels 47% 24% 14% 2% 9% 3% third most regular activity mentioned was using social network sites. This was also Watch recorded television 43% 25% 11% 3% 14% 4% in the top 3 in 2010, indicating its Listen to AM/FM/DAB radio 38% 23% 10% 3% 19% 8% continued widespread use. Read magazines 32% 32% 19% 2% 11% 3% Other digital entertainment activities Watch catch-up TV over the internet 29% 31% 15% 3% 17% 5% done regularly include watching catch-up Use your mobile device to surf the Internet 26% 17% 13% 4% 33% 6% TV over the internet, using mobile Play online computer games on a PC or console 26% 22% 13% 3% 28% 8% devices to surf the internet and playing online computer games on a PC or Go to the cinema 21% 33% 28% 4% 11% 2% console. Play games on your mobile device 21% 23% 14% 3% 32% 7% Listen to radio streamed over the Internet 19% 26% 18% 4% 25% 9% Use internet chatrooms / forums 18% 21% 16% 3% 33% 10% Play games on a handheld device 16% 18% 15% 4% 40% 7% Play games on social network sites 16% 16% 13% 2% 46% 8% D/l Apps onto your mobile phone 16% 18% 13% 5% 40% 8% Rent DVDs 14% 19% 19% 4% 38% 5% Listen to music for free but with adverts 14% 14% 10% 4% 45% 13% Listen to radio on your mobile phone 12% 16% 15% 5% 44% 8% Read other peoples blogs 11% 22% 20% 3% 37% 8% Read e-books 10% 12% 10% 12% 43% 14% Base: Q3, All respondents (1,959) 19
  • 20. Entertainment activity auditTop 25 of 49 Question 3: Please tell us whether you do any of these leisure activities? Regularly Occasionally Rarely Plan to start in next 6 months No plans to start Unfamiliar This slide shows the rest of the activities Pay-per-view / On-demand movies via Sky 10% 15% 13% 5% 48% 8% conducted regularly by consumers. Watch television on your PC via a PC tv-card or USB… 8% 10% 10% 5% 55% 11% Watch video blogs (Vlogs) 8% 13% 13% 4% 49% 13% Swap files from hard drives or USB sticks 8% 14% 13% 3% 51% 11% Purchase e-books to D/l onto your mobile device 7% 9% 8% 8% 56% 11% Watch movies or TV on a games console 7% 13% 10% 4% 55% 11% Play on 3D games consoles 7% 8% 5% 10% 58% 13% Write your own blog 7% 9% 9% 7% 58% 10% Pay-per-view / On-demand movies over the Internet 6% 9% 8% 6% 60% 11% Watch films or TV programmes at home in 3D 6% 8% 5% 11% 58% 12% Purch prepaid points cards for a console game system 6% 9% 7% 4% 57% 16%Purch digital enhancements / features for a comp game 6% 10% 9% 4% 56% 15%D/l / stream unauth films / tv - linking and hosting sites 6% 9% 6% 2% 54% 23% D/l unauth music using filesharing sites 5% 8% 6%2% 56% 23% Pay-per-view / On-demand movies on Mobile device 5% 7% 6% 5% 64% 13% Subscribe to an MMORPG online game 5% 6% 5% 4% 55% 24% D/l unauth films / tv programmes - filesharing sites 5% 7% 6%2% 57% 24% Pay a monthly fee to a music streaming service 5% 6% 4% 6% 66% 14% Watch webisodes on the internet such 4% 6% 5% 4% 60% 21% Watch mobisodes / made for mobile episodes 4% 6% 4% 4% 58% 24% D/l unauth games / software - filesharing sites 4% 6% 5%2% 59% 24% D/l unauth copies of ebooks 4% 5% 4%2% 61% 24% D/l unauth games / software - linking and hosting sites 3% 6% 6%2% 58% 25% Base: Q3, All respondents (1,959) 20
  • 21. % Do regularly To tal M1 9 5-1 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F1 9 5-1 F20-24 F25-34 F35-44 F45-54 F55-64Entertainment activity audit by demographics Wa tc h live sc h e d u le d te le visio n Wa tc h S ky, V irg in Me d ia o r o th e r 58% 49% 40% 39% 48% 42% 49% 49% 61% 48% 69% 53% 76% 49% 44% 38% 44% 44% 55% 51% 59% 57% 62% 56% 75% 48% Use so c ia l n e two rk site s su c h a s Fa c e b o o k 47% 60% 58% 51% 43% 29% 19% 73% 73% 61% 48% 32% 31% Re a d p a p e rb a c k o r h a rd b a c k b o o ks / n o ve ls 47% 27% 23% 33% 43% 35% 48% 48% 42% 55% 59% 62% 69% Wa tc h re c o rd e d te le visio n 43% 33% 33% 35% 43% 44% 42% 39% 36% 47% 51% 49% 47% L iste n to A M/FM/DA B ra d io 38% 26% 38% 46% 41% 41% 44% 35% 32% 38% 40% 39% 30% Re a d ma g a zin e s 32% 20% 23% 26% 27% 26% 29% 31% 36% 40% 37% 46% 36% Wa tc h c a tc h - u p TV o ve r th e in te rn e t 29% 37% 39% 30% 23% 20% 17% 43% 44% 33% 26% 24% 21% P la y o n lin e c o mp u te r g a me s o n a P C o r c o n so le 26% 41% 36% 35% 28% 17% 9% 39% 45% 40% 19% 9% 9% Use yo u r mo b ile d e vic e to su rf th e In te rn e t 26% 42% 46% 36% 29% 16% 10% 30% 28% 28% 22% 17% 14% G o to th e c in e ma 21% 28% 24% 25% 22% 12% 11% 30% 19% 31% 22% 18% 12% P la y g a me s o n yo u r mo b ile d e vic e 21% 33% 39% 29% 23% 10% 3% 25% 35% 30% 21% 12% 4% L iste n to ra d io stre a me d o ve r th e In te rn e t 19% 19% 28% 29% 24% 14% 15% 20% 17% 24% 13% 15% 10% Use in te rn e t c h a tro o ms / fo ru ms 18% 23% 28% 27% 20% 13% 11% 17% 16% 25% 15% 12% 8% P la y g a me s o n a h a n d h e ld d e vic e 16% 28% 23% 24% 17% 5% 3% 15% 21% 23% 17% 12% 9% P la y g a me s o n so c ia l n e two rk site s 16% 15% 26% 20% 16% 9% 5% 21% 23% 24% 16% 12% 10% D/l A p p s o n to yo u r mo b ile p h o n e 16% 37% 35% 22% 16% 6% 7% 14% 27% 19% 12% 5% 5% Re n t DV Ds 14% 15% 16% 21% 12% 11% 8% 11% 20% 23% 14% 12% 4% L iste n to mu sic fo r fre e b u t with a d ve rts 14% 26% 30% 17% 15% 7% 7% 19% 19% 19% 6% 5% 4% L iste n to ra d io o n yo u r mo b ile p h o n e 12% 23% 21% 19% 15% 4% 3% 10% 18% 20% 8% 5% 5% Re a d o th e r p e o p le s b lo g s 11% 18% 18% 19% 9% 6% 4% 10% 12% 14% 10% 7% 8% Re a d e - b o o ks 10% 9% 16% 12% 14% 4% 9% 8% 11% 16% 9% 9% 4% P a y- p e r- vie w / O n - d e ma n d mo vie s via S ky 10% 17% 18% 16% 9% 6% 5% 11% 8% 14% 8% 5% 4% Wa tc h vid e o b lo g s (V lo g s) 8% 19% 16% 14% 11% 2% 3% 9% 10% 11% 4% 2% 1% S wa p file s fro m h a rd d rive s o r US B stic ks 8% 22% 17% 11% 7% 2% 1% 10% 15% 10% 4% 3% 4% Wa tc h TV o n yo u r P C via P C tv- c a rd o r US B tu n e r 8% 18% 14% 11% 9% 4% 2% 9% 12% 11% 4% 1% 2% P la y o n 3 D g a me s c o n so le s 7% 8% 13% 12% 8% 4% 5% 6% 9% 10% 5% 7% 2% P u rc h a se e - b o o ks to D/l o n to yo u r mo b ile d e vic e 7% 14% 21% 15% 6% 1% 1% 8% 10% 12% 3% 1% 1% Wa tc h mo vie s o r TV o n a g a me s c o n so le 7% 17% 18% 10% 9% 4% 1% 3% 9% 10% 4% 1% 1% Write yo u r o wn b lo g 7% 15% 13% 14% 5% 2% 2% 8% 6% 11% 3% 1% 3% Wa tc h films o r TV p ro g ra mme s a t h o me in 3 D 6% 12% 11% 14% 7% 3% 1% 5% 7% 9% 2% 2% 1% D/l / stre a m u n a u th films tv – lin kin g /h o stin g site s 6% 14% 14% 8% 7% 2% 1% 9% 6% 11% 5% 1% 1% P a y- p e r- vie w / O n - d e ma n d mo vie s o ve r In te rn e t 6% 15% 14% 13% 7% 2% 0% 5% 9% 8% 2% 0% 1% P u rc h p re p a id p o in ts c a rd s fo r c o n so le g a me sys 6% 10% 13% 14% 9% 1% 1% 5% 7% 8% 2% 0% 0% P u rc h d ig i e n h a n c e me n ts/ fe a tu re s fo r c o mp g a me 6% 8% 18% 11% 7% 1% 0% 11% 10% 8% 0% 1% 0% D/l u n a u th mu sic u sin g file sh a rin g site s 5% 10% 15% 9% 6% 1% 1% 10% 7% 7% 1% 1% 0% S u b sc rib e to a n MMO RP G o n lin e g a me 5% 9% 12% 11% 5% 1% 0% 4% 5% 10% 3% 2% 1% D/l u n a u th films / tv p ro g ra mme s - file sh a rin g site s 5% 10% 15% 11% 5% 3% 0% 4% 6% 6% 3% 0% 1% P a y a mo n th ly fe e to a mu sic stre a min g se rvic e 5% 7% 19% 9% 6% 2% 0% 6% 5% 7% 0% 1% 1% P a y- p e r- vie w / O n - d e ma n d mo vie s o n Mo b ile 5% 14% 10% 10% 5% 1% 0% 5% 5% 8% 2% 1% 2% D/l u n a u th g a me s / so ftwa re - file sh a rin g site s 4% 11% 13% 9% 4% 1% 1% 5% 6% 6% 1% 0% 1% D/l u n a u th c o p ie s o f e b o o ks 4% 10% 9% 10% 4% 0% 0% 4% 4% 7% 1% 0% 0% Wa tc h we b iso d e s o n th e in te rn e t su c h 4% 8% 10% 9% 6% 1% 0% 4% 3% 5% 0% 0% 1% Wa tc h mo b iso d e s / ma d e fo r mo b ile e p iso d e s 4% 7% 13% 8% 3% 1% 0% 4% 4% 6% 0% 1% 0% D/l u n a u th g a me s / so ftwa re - lin kin g /h o stin g site s 3% 8% 13% 7% 3% 0% 0% 5% 2% 5% 0% 0% 0% 21
  • 22. Tracking those regularly doing each activity Top 15 % Point Increase 2011 2010 2009 2010-2011 58% Watch live scheduled television 66% -8% This slide tracks those regularly doing 66% 49% each activity from 2009 to 2011. Watch Sky, Virgin Media or other subscription television service 43% 5% 45% There are considerable increases since Use social network sites such as 47% 48% -1% 2010 for using mobile devices to surf the Facebook, Myspace or Bebo 47% internet and play games.Read paperback or hardback books / 47% novels 48% -1% 47% There have also been increases for 43% playing online computer games on a Watch recorded television 42% 1% 35% PC/console and watching subscription Listen to AM/FM/DAB radio (not 38% television services. streamed over the internet) 51% -12% 48% 32% The main casualties have been the more Read magazines 34% -2% 34% traditional activities of listening to 29% AM/FM/DAB radio and watching liveWatch catch-up TV over the internet 29% -1% 19% scheduled television. Use your mobile device to surf the 26% Internet 18% 9% 11%Play online computer games on a PC 26% or console 20% 5% 23% 21% Go to the cinema 22% 0% 20%Play games on your mobile phone or 21% other mobile device 16% 13% 5% Listen to radio streamed over the 19% Internet 18% 19% 0% 18% Use internet chatrooms / forums 17% 10% 1%Play games on a handheld device eg 16% PSP, Nintendo DS 18% 20% -2% % Regularly Base: Q3, All regularly doing each activity (bases differ) 22
  • 23. Tracking those regularly doing each activity 16-30 % Point Increase 2011 2010 2009 2010-2011 16% Play games on social network sites 18% -2% This slide tracks those regularly doing 0% additional activities from 2009 to 2011. 16% Download Apps onto your mobile phone 7% 9% 5% Since 2010 there have been considerable 14% increases in downloading apps onto Rent DVDs 16% -2% 17% mobile phones and purchasing / readingListen to music for free with adverts from 14% e-books. streaming sites 14% 0% 0% 12% Playing on 3D consoles has become a new Listen to radio on your mobile phone 9% 3% activity since 2010. 8% 11% Read other peoples blogs 10% 1% 9% 10% Read e-books 6% 4% 5%Watch Pay-per-view / On-demand movies 10% via Sky or cable 7% 3% 8% Watch television on your PC via a PC tv- 8% card or USB tuner 6% 2% 4% 8% Watch video blogs (Vlogs) 7% 1% 0% Swap files from hard drives or USB sticks 8% with friends 8% 0% 8%Purchase e-books to d/l onto your mobile 7% / PDA / Tablet PC / other 7% 0%Watch movies or TV programmes through 7% your games console 7% 0% 6% 7% Play on 3D games consoles 0% 7% 0% 7% Write your own blog 5% 2% 6% % Regularly Base: Q3, All regularly doing each activity (bases differ) 23
  • 24. Tracking those regularly doing each activity 31-46 2011 2010 2009 7% None of these 6% 1% 0% This slide tracks from 2009 to 2011 the Watch Pay-per-view / On-demand movies 6% rest of the activities that people do over the Internet 5% 2% 4% regularly. Watch films or TV programmes at home in 6% 3D 6% 0% 0% Watching pay per view/ on-demand Purchase prepaid points cards for use on a 6% movies on mobile devices and console game system 5% 1% 0% downloading unauthorised copies of e- Purchase digital enhancements or features 6% books have emerged as new activities for use in a computer game 6% 0% 0% since 2010.Download or stream unauthorised films or tv 6% using linking and hosting sites 5% 0% 4% Download unauthorised music using peer to 5% peer filesharing sites 6% -1% 5%Watch Pay-per-view / On-demand movies on 5% Mobile device 0% 5% 5% Subscribe to an MMORPG online game 4% 1% 6% Download unauthorised films or tv using 5% peer to peer filesharing sites 5% 0% 5% Pay a monthly fee (subscribe) to a music 5% streaming service 4% 1% 4% Watch webisodes on the internet such as 4% Kate Modern / LonelyGirl15 4% 1% 3% Watch mobisodes / made for mobile 4% episodes on your mobile phone 3% 1% 3% Download unauthorised games or 4% applications using filesharing sites 4% 0% 3% 4% Download unauthorised copies of ebooks 0% 4% 0% Download unauthorised games or 3% applications using linking and hosting sites 5% -1% 4% % Regularly Base: Q3, All regularly doing each activity (bases differ) 24
  • 25. Biggest moversThose doing each activity regularly 2011 vs. 2010 % Point Increase 2010 - 2011 Download Apps onto your mobile phone 9% Use your mobile device to surf the Internet 9% Purchase e-books to d/l onto your mobile / PDA / Tablet PC / other 7% Play on 3D games consoles 7% Watch Sky, Virgin Media or other subscription television service 5% Play online computer games on a PC or console 5% Play games on your mobile phone or other mobile device 5% Watch Pay-per-view / On-demand movies on Mobile device 5% Read e-books 4% Download unauthorised copies of ebooks 4% Listen to radio on your mobile phone 3% Watch Pay-per-view / On-demand movies via Sky or cable 3% Watch television on your PC via a PC tv-card or USB tuner 2% Write your own blog 2% Watch Pay-per-view / On-demand movies over the Internet 2% Base: Q3, All respondents (1,959) 25
  • 26. Futuretrends 26
  • 27. Future intentions (Among those doing each activity)Top 25 Question 6: And in the next few months do you expect that youll be being doing these activities more or less often than now? % doing each activity Do more in next 12 months No change Do less in next 12 months We asked those who do each activity Purchase e-books to D/l onto mobile device / Tablet, etc 36% 58% 5% 25% whether they expect to be doing more or less of these activities in the foreseeable Read e-books 36% 57% 7% 9% future. Write your own blog 36% 55% 8% 12% Use your mobile device to surf the Internet 32% 62% 5% 14% Purchasing e-books, reading e-books and writing own blog top the list of activities Pay a monthly fee (subscribe) to a music streaming service 32% 57% 11% 9% that people intend to do more in the next Watch films or TV programmes at home in 3D 32% 62% 6% 21% 12 months - 36% of people who do each Play on 3D games consoles 32% 60% 9% 22% of these activities said this. D/l Apps onto your mobile phone 31% 62% 7% 45% Using mobile devices more often for such Watch mobisodes / made for mobile episodes 29% 61% 10% 67% activities as surfing the internet, Subscribe to an MMORPG online game 29% 56% 14% 32% downloading apps and watching pay perWatch Pay-per-view / On-demand movies on Mobile device 29% 62% 9% 18% view movies also rank in the Top 25, asWatch Pay-per-view / On-demand movies over the Internet 29% 64% 8% 23% does watching 3D films/TV programmes and playing on 3D games consoles. Read paperback or hardback books / novels 29% 66% 5% 84%Purchase digital enhancements / features for a comp game 29% 61% 10% 25% Watch movies or TV programmes through your console 28% 65% 7% 30% D/l unauth games / software apps using filesharing sites 28% 58% 14% 15% Watch catch-up TV over the internet 27% 69% 4% 75% Watch webisodes on the internet 27% 64% 9% 15% Listen to radio on your mobile phone 27% 66% 8% 43% Go to the cinema 27% 66% 7% 82% D/l unauthorised music using peer to peer filesharing sites 25% 61% 13% 19% Purchase prepaid points cards for a console game system 25% 65% 10% 22% Base: Q6, All doing each activity (bases differ) 27
  • 28. Future intentions (Among those doingeach activity) Question 6: And in the next few months do you expect that youll be being doing these activities more or less often than now? % doing each Do more in next 12 mths No change Do less in next 12 mths activityListen to music for free but with adverts from streaming sites 25% 67% 8% 38% This slide shows the other activities that consumers expect to be doing more or D/l unauthorised games or software using hosting sites 24% 64% 12% 15% less of in the next 12 months. D/l unauthorised films or tv progs using p2p filesharing sites 24% 61% 15% 18% D/l / stream unauthorised films or tv progs - hosting sites 24% 64% 12% 21% D/l unauthorised copies of ebooks 24% 64% 12% 17% Watch video blogs (Vlogs) 24% 66% 10% 34% Swap files from hard drives / USB sticks with friends 23% 67% 9% 35% Listen to radio streamed over the Internet 23% 71% 6% 63% Watch recorded television 23% 72% 5% 79% Play games on social network sites 22% 69% 9% 45% Watch television on your PC via a PC tv-card or USB tuner 22% 69% 9% 28% Play games on your mobile phone or other mobile device 21% 70% 9% 78% Watch Sky, Virgin Media or other subscription TV service 21% 73% 5% 65% Play games on a handheld device eg PSP, Nintendo DS 21% 71% 8% 49%Use social network sites such as Facebook, Myspace or Bebo 20% 70% 9% 74% Use internet chatrooms / forums 20% 71% 9% 55% Rent DVDs 19% 65% 16% 52%Listen to AM/FM/DAB radio (not streamed over the internet) 19% 77% 4% 71% Read other peoples blogs 19% 75% 6% 53% Play online computer games on a PC or console 19% 72% 9% 61% Read magazines 18% 76% 6% 83% Watch live scheduled television 17% 78% 5% 88% Base: Q6, All doing each activity (bases differ) 28
  • 29. Technology ownership 29
  • 30. Technology ownedTop 20 of 34 Question 7: Please tick which of the following devices you currently own or are seriously considering buying in the next few months Own this Access as if my own Dont own but will get in next 6 mths Dont own & will not get in next 6 mths This slide shows the technology devices Digital Camera (not on a mobile phone) 76% 6% 6% 11% consumers own or plan to acquire in the next 6 months. A wireless internet network at home 68% 6% 5% 21% Apart from a mobile phone (either with A mobile phone that can access the 66% 6% 7% 21% or without internet access), the device Internet with the highest ownership is a digital A high definition (HD) ready television set 62% 7% 10% 21% camera – owned by 76% of consumers. Freeview (and dont have Top Up TV) 57% 8% 6% 29% Mobile phone for calls and text, but little 51% 6% 4% 39% else DVD Recorder 48% 8% 9% 35% Nintendo Wii 43% 9% 8% 40% Satellite television (subscription to Sky) 40% 7% 7% 47% An external hard drive to store media 39% 7% 11% 43% DAB radio 38% 10% 12% 40%DVR ie Hard drive recorder (excluding Sky+) 35% 8% 9% 48% Sky + 33% 7% 8% 52% Xbox 360 27% 8% 7% 59% Base: Q7, All respondents (1,959) 30
  • 31. Technology owned21 to 34 Question 7: Please tick which of the following devices you currently own or are seriously considering buying in the next few months Own this Access as if my own Dont own but will get in next 6 mths Dont own & will not get in next 6 mths This slide shows the other technology Freeview (and Top Up TV subscription… 27% 8% 7% 59% devices that consumers own or plan to acquire in the next 6 months. Cable television 25% 6% 5% 63% The tablet / iPad is the device in greatest Playstation 3 23% 8% 8% 62% demand with one in five respondents intending to acquire one in the next 6 TV which can access the internet 18% 5% 12% 65% months. A Blu-ray player (not a Playstation 3) 17% 5% 13% 65% 14% of respondents intend to purchase an e-book reader in the next 6 months. Sony PSP 17% 7% 6% 71% Computer with TV viewing card 17% 6% 9% 68% An e-book reader 14% 7% 14% 65% Tablet /iPad 10% 7% 20% 63% Nintendo 3DS 8% 6% 11% 74% 3D television set 7% 5% 12% 75% Sky 3D subscription 6% 5% 10% 79% Apple TV set top box 5%5% 7% 83% Slingbox 4%5% 6% 85% Base: Q7, All respondents (1,959) 31
  • 32. Technology owned Question 7: Please tick which of the following devices you currently own or are seriously considering buying in the next few months % ow n this Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Digital Camera (no t o n a mo bile pho ne) 76% 50% 56% 70% 74% 78% 83% 75% 70% 86% 85% 85% 84%A wireless internet netwo rk at ho me 68% 77% 65% 69% 68% 64% 53% 69% 71% 73% 72% 72% 64%A mo bile pho ne that can access the Internet 66% 66% 68% 75% 72% 61% 48% 78% 75% 78% 68% 53% 48%A high definitio n (HD) ready televisio n set 62% 67% 61% 63% 69% 66% 63% 45% 45% 56% 66% 72% 65%Freeview (and do nt have To p Up TV subscriptio n channels) 57% 50% 50% 57% 61% 63% 65% 48% 45% 53% 59% 56% 68%M o bile pho ne that can make calls and text, but little else 51% 43% 44% 51% 43% 52% 62% 41% 42% 52% 51% 60% 64%DVD Reco rder 48% 38% 34% 40% 49% 60% 57% 35% 29% 40% 57% 61% 64%Nintendo Wii 43% 46% 45% 48% 44% 39% 15% 55% 38% 55% 62% 39% 23%Satellite televisio n (mo nthly subscriptio n to Sky) 40% 40% 36% 43% 39% 44% 31% 35% 29% 44% 49% 40% 33%A n external hard drive to sto re media (music, mo vies etc) 39% 50% 55% 45% 45% 41% 46% 33% 37% 42% 27% 21% 29%DA B radio 38% 37% 32% 43% 42% 48% 44% 34% 22% 34% 35% 35% 37%DVR (Digital Video Reco rder) ie Hard drive reco rder (excluding Sky+) 35% 30% 31% 31% 38% 41% 40% 28% 22% 31% 38% 40% 39%Sky + 33% 32% 37% 43% 30% 32% 24% 30% 26% 38% 43% 32% 25%Xbo x 360 27% 55% 41% 37% 31% 22% 9% 23% 31% 31% 26% 16% 4%Freeview (plus To p Up TV subscriptio n channels) 27% 39% 29% 32% 27% 27% 21% 24% 23% 28% 27% 20% 23%Cable televisio n (mo nthly subscriptio n to Virgin M edia) 25% 34% 28% 30% 27% 27% 25% 22% 24% 26% 21% 23% 20%P laystatio n 3 23% 35% 41% 40% 23% 17% 7% 22% 23% 24% 24% 12% 9%TV which can access the internet 18% 21% 23% 18% 20% 13% 14% 16% 19% 24% 18% 15% 12%A B lu-ray player (no t a P laystatio n 3) 17% 18% 27% 28% 21% 18% 17% 14% 11% 14% 12% 15% 7%So ny P SP 17% 35% 32% 26% 18% 11% 2% 19% 19% 18% 17% 7% 4%Co mputer with TV viewing card 17% 29% 22% 20% 26% 13% 20% 15% 11% 18% 12% 8% 7%A n e-bo o k reader (digital po rtable device fo r sto ring and reading bo o ks) 14% 19% 27% 19% 17% 10% 10% 13% 7% 19% 10% 10% 7%Tablet /iP ad 10% 18% 17% 22% 11% 6% 5% 14% 7% 13% 8% 2% 3%Nintendo 3DS 8% 16% 22% 13% 12% 4% 1% 9% 7% 8% 4% 6% 4%3D televisio n set 7% 17% 17% 9% 7% 6% 1% 8% 9% 8% 6% 3% 0%Sky 3D subscriptio n 6% 12% 17% 9% 6% 4% 0% 6% 3% 8% 5% 1% 1%A pple TV set to p bo x 5% 12% 15% 8% 6% 1% 1% 6% 4% 5% 2% 0% 0%Slingbo x 4% 12% 17% 6% 4% 2% 0% 5% 6% 6% 1% 0% 0% Base: Q7, All respondents (1,959) 32
  • 33. Consumer spend with £1,500 budgetQuestion 9: Imagine that you have up to £1,500 of your own hard-earned cash to spend on consumer technology in the next 12 months.Which of the following items would you buy? Please note you can choose any combination, you cannot spend more than £1,500 and youdo not have to spend the whole amount. iPad 32GB - £400 27% 32" HD TV - £300 26% Amazon Kindle e-Book reader - £110 22% Video camcorder HD 4GB - £120 19% External hard drive - £50 17% iPod touch 32GB - £220 We asked consumers how they would 16% 16 megapixel digital camera - £150 15% spend a budget of £1,500 of their own High-end Home Cinema - £500 15% money over the next 12 months. 46” HD TV – 1,000 15% iPad 32GB was the most popular item, Budget Blu-ray player - £80 15% followed by a 32” HD TV and an Amazon Digital SLR camera - £700 14% Kindle e-Book reader. Budget Home Cinema - £200 12% iPad 16GB - £330 12% Nintendo Wii - £140 11% 32” HD 3D TV - £1,000 10% PS3 - £230 9% 46” HD 3D TV - £1,400 9% Webcam camera - £20 9% Wireless hard drive - £200 9% High-end Blu-ray player - £350 9% DAB internet radio - £140 9% High-end portable speakers - £250 8% Xbox 360 - £185 8% Mid range Portable speakers - £80 8% Dell Inspiron Duo £450 7% Nintendo 3DS - £220 7% Samsung Galaxy Tab -£400 6% iPod shuffle - £40 6% Sony Reader Pocket Digital Book £130 5% Budget Portable speakers - £15 5% iPod nano 16GB - £160 5% Other digital music player - £50 3% Motorola Xoom tablet £500 2% Base: Q9, All respondents (1,959) 33
  • 34. Consumer spend with £1,500 budgetQuestion 9: Imagine that you have up to £1,500 of your own hard-earned cash to spend on consumer technology in the next 12 months.Which of the following items would you buy? Please note you can choose any combination, you cannot spend more than £1,500 and youdo not have to spend the whole amount. % Apply Total M F M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64iP a d 3 2 G B - £ 4 0 0 27% 25% 29% 28% 22% 28% 24% 23% 25% 27% 27% 34% 32% 23% 29%3 2 " HD TV - £ 3 0 0 26% 25% 27% 40% 35% 23% 21% 22% 20% 38% 35% 25% 23% 23% 25%A ma zo n K in d le Wire le ss Re a d in g De vic e - £ 110 22% 18% 27% 15% 18% 12% 19% 20% 25% 30% 29% 24% 26% 27% 26%V id e o c a mc o rd e r HD 4 G B - £ 12 0 19% 18% 19% 18% 19% 17% 15% 22% 22% 19% 20% 21% 18% 16% 20%Exte rn a l h a rd d rive - £ 5 0 17% 21% 14% 26% 21% 19% 19% 16% 26% 18% 23% 14% 11% 12% 11%iP o d to u c h 3 2 G B - £ 2 2 0 16% 12% 20% 25% 6% 11% 13% 10% 8% 41% 20% 20% 18% 16% 11%16 me g a p ixe l d ig ita l c a me ra - £ 15 0 15% 13% 18% 10% 17% 11% 13% 15% 14% 21% 24% 15% 19% 16% 14%Hig h - e n d Ho me Cin e ma - £ 5 0 0 15% 17% 13% 18% 18% 15% 18% 17% 16% 9% 14% 15% 14% 13% 11%4 6 ” HD TV – 1,0 0 0 15% 14% 15% 11% 13% 19% 11% 15% 15% 7% 15% 16% 17% 15% 18%B u d g e t B lu - ra y p la ye r - £ 8 0 15% 17% 12% 18% 18% 18% 16% 14% 17% 24% 15% 14% 10% 8% 9%Dig ita l S L R c a me ra - £ 7 0 0 14% 14% 15% 6% 11% 12% 13% 18% 22% 15% 13% 18% 15% 7% 18%B u d g e t Ho me Cin e ma - £ 2 0 0 12% 13% 12% 18% 16% 13% 12% 9% 11% 27% 20% 8% 8% 8% 7%iP a d 16 G B - £ 3 3 0 12% 10% 14% 24% 10% 11% 7% 4% 8% 38% 17% 13% 11% 8% 4%Nin te n d o Wii - £ 14 0 11% 7% 15% 1% 8% 7% 6% 8% 11% 14% 20% 16% 9% 18% 15%3 2 ” HD 3 D TV - £ 1,0 0 0 10% 11% 9% 12% 6% 14% 12% 9% 12% 9% 4% 9% 8% 15% 11%PS3 - £230 9% 11% 7% 17% 16% 13% 13% 7% 3% 11% 6% 11% 8% 4% 3%4 6 ” HD 3 D TV - £ 1,4 0 0 9% 12% 6% 7% 11% 12% 15% 14% 8% 2% 6% 4% 8% 9% 8%We b c a m c a me ra - £ 2 0 9% 10% 8% 17% 8% 12% 9% 6% 10% 17% 4% 7% 4% 8% 8%Wire le ss h a rd d rive - £ 2 0 0 9% 10% 7% 5% 11% 10% 11% 15% 9% 6% 6% 10% 7% 7% 5%Hig h - e n d B lu - ra y p la ye r - £ 3 5 0 9% 9% 9% 3% 5% 4% 11% 16% 13% 4% 8% 6% 10% 11% 11%DA B in te rn e t ra d io - £ 14 0 9% 8% 9% 4% 5% 6% 6% 13% 15% 4% 3% 8% 12% 11% 12%Hig h - e n d p o rta b le sp e a ke rs - £ 2 5 0 8% 8% 8% 17% 4% 7% 7% 7% 9% 12% 6% 10% 4% 8% 9%X b o x 3 6 0 - £ 18 5 8% 9% 7% 28% 10% 6% 6% 6% 3% 14% 11% 10% 3% 4% 4%Mid ra n g e P o rta b le sp e a ke rs - £ 8 0 8% 8% 7% 9% 8% 7% 9% 7% 7% 17% 10% 6% 5% 5% 4%De ll In sp iro n Du o £ 4 5 0 7% 9% 6% 4% 9% 5% 9% 13% 11% 5% 4% 4% 4% 8% 10%Nin te n d o 3 DS - £ 2 2 0 7% 5% 8% 6% 6% 9% 6% 2% 1% 10% 9% 8% 13% 5% 5%S a msu n g G a la xy Ta b - £ 4 0 0 6% 6% 6% 4% 5% 9% 7% 5% 3% 2% 7% 6% 6% 8% 6%iP o d sh u ffle - £ 4 0 6% 6% 5% 7% 9% 5% 7% 5% 4% 8% 8% 7% 4% 5% 4%S o n y Re a d e r P o c ke t Dig ita l B o o k £ 13 0 5% 4% 6% 3% 5% 7% 3% 3% 5% 7% 5% 5% 6% 8% 7%B u d g e t P o rta b le sp e a ke rs - £ 15 5% 5% 5% 12% 5% 5% 6% 4% 2% 11% 11% 5% 2% 1% 2%iP o d n a n o 16 G B - £ 16 0 5% 3% 6% 3% 5% 4% 4% 3% 1% 9% 10% 6% 4% 4% 3%O th e r d ig ita l mu sic p la ye r - £ 5 0 3% 3% 3% 2% 4% 4% 3% 5% 1% 0% 4% 5% 4% 2% 2%Mo to ro la X o o m ta b le t £ 5 0 0 2% 2% 2% 2% 2% 3% 3% 2% 2% 1% 2% 2% 1% 2% 1% Base: Q9, All respondents (1,959) 34
  • 35. Movies 35
  • 36. Frequency of watching newrelease moviesQuestion 8A: How often do you watch new release movies? 9% 3% Almost four in ten consumers (38%) watch 7% new release movies at least a few times a Every day month. A few times a week 9% Males aged 15-34 are the keenest movie 18% consumers - 61% watch new releases at least Once a week a few times a month. A few times a month Once a month Every few months 19% Once or twice a year Never 22% 13% % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Every day 5% 7% 7% 3% 2% 0% 5% 1% 5% 0% 0% 0% A few times a week 14% 11% 17% 10% 3% 3% 6% 9% 4% 4% 1% 1% Once a week 8% 13% 18% 9% 7% 2% 6% 14% 13% 10% 4% 3% A few times a month 29% 31% 22% 20% 15% 13% 28% 28% 20% 15% 13% 5% Once a month 12% 12% 12% 16% 15% 8% 16% 13% 14% 14% 15% 7% Every few months 17% 15% 13% 19% 24% 21% 29% 23% 25% 24% 28% 28% Once or twice a year 8% 7% 9% 16% 22% 31% 8% 9% 14% 25% 26% 35% Never 5% 4% 4% 6% 12% 23% 3% 3% 5% 8% 13% 21% Base: Q8A, All respondents (1,959) 36
  • 37. How watch new release moviesQuestion 8B: How do you watch new release movies? All the time Mostly Occasionally Rarely Never This slide shows that cinema, TV and DVD still dominate as the main platforms for Watch in cinema 16% 30% 33% 14% 8% viewing new release movies. Just over one in ten (11%) movie consumersWait for it to show on terrestrial TV 10% 23% 37% 14% 16% always/mostly stream new release movies and one in ten mainly buy them as a digital download. Males aged 15-35, the main Buy on DVD 9% 23% 38% 16% 14% consumers of new release movies, were most likely to use these formats. Wait for it to show on satellite/cable TV 9% 21% 27% 9% 35% We asked respondents to specify a price that they thought was fair and reasonable to Rent on DVD 8% 17% 27% 14% 34% download an unlimited number of movies each month – £5.00-£5.50 per month is the Wait for it to show on pay-per- price that most people think is fair and view service like Sky Box Office 5% 10% 19% 11% 55% reasonable. Download from unauthorised source using filesharing sites 5% 5% 9% 6% 75% Buy as digital download from authorised source (eg iTunes) 4% 6% 12% 9% 69%Stream from video streaming site such as LoveFilm 4% 7% 11% 9% 69% Download from newsgroup or forum site 3%5% 8% 7% 78% Base: All respondents that watch new release movies (1,782) 37
  • 38. How watch new release moviesQuestion: How do you watch new release movies? Total % All the time / Mostly % apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Watch it in the cinema 46% 58% 58% 49% 49% 42% 24% 62% 45% 45% 43% 38% 38%Wait for it to show on terrestrial television 33% 30% 39% 28% 37% 38% 36% 23% 29% 33% 24% 35% 44%Buy it on DVD 31% 54% 41% 39% 34% 30% 17% 41% 28% 32% 28% 18% 15%Wait for it to show on satellite/cable 30% 33% 38% 32% 33% 35% 30% 24% 28% 27% 28% 30% 14%television (but not on pay-per-view)Rent it on DVD 25% 33% 31% 32% 27% 16% 16% 25% 32% 32% 26% 16% 8%Wait for it to show on a pay-per-view 14% 17% 24% 23% 13% 15% 4% 12% 12% 21% 10% 13% 7%service like Sky Box OfficeStream it from a video streaming site such 11% 17% 28% 23% 9% 6% 0% 16% 13% 11% 4% 2% 2%as LoveFilmBuy it as a digital download from an 10% 22% 26% 19% 9% 6% 1% 11% 12% 11% 2% 0% 1%authorised source such as iTunesDownload it from an unauthorised source 9% 18% 25% 18% 11% 5% 0% 13% 12% 11% 1% 2% 1%using filesharing sites such as FrostwireDownload it from a newsgroup or forum 8% 17% 19% 15% 7% 6% 0% 9% 10% 10% 2% 1% 0%site Base: All respondents that watch new release movies (1,782) 38
  • 39. Fair & reasonable price to downloadunlimited moviesQuestion 8: Please now think of a price you would be willing to pay per month to be able todownload an unlimited number of movies each month. Assume that the movies are high qualityand you would have all the latest films available. Look at the following questions about priceand enter a price that you think best suits the statement. Please enter a price in pounds andpence - for example £x.xx. Unreasonable Reasonable 100% 34 34 34 34 35 36 37 37 38 38 39 39 40 40 43 43 45 45 45 45 55 55 55 55 56 56 57 57 57 57 58 58 58 58 64 65 74 76 77 93 66 66 66 66 65 64 63 63 62 62 61 61 60 60 57 57 55 55 55 55 45 45 45 45 44 44 43 43 43 43 42 42 42 42 36 35 26 24 23 7 0% £10.00 £10.50 £11.00 £11.50 £12.00 £12.50 £13.00 £13.50 £14.00 £14.50 £15.00 £15.50 £16.00 £16.50 £17.00 £17.50 £18.00 £18.50 £19.00 £19.50 £20.00 £0.50 £1.00 £1.50 £2.00 £2.50 £3.00 £3.50 £4.00 £4.50 £5.00 £5.50 £6.50 £7.00 £8.00 £8.50 £9.00 £9.50 £6.00 £7.50 Base: Q8, All respondents (1,959) 39
  • 40. 3D 40
  • 41. Frequency of 3D TV useQuestion 10: How often do you…? Every day A few times a week Once a week A few times a month Once a month Every few months Once or twice a year Never This slide shows the frequency that owners of a 3D TV use the 3D function of their device. Watch movies in 3D on DVD/Blu-ray 24% 20% 19% 13% 5% 4%3% 11% The majority of owners consume 3D content at least a few times a month. Play games in 3D 21% 20% 15% 16% 7% 5% 4% 13% Watch programmes in 3D on subscription service 20% 17% 16% 17% 3% 5% 3% 18% Watch movies in 3D on subscription service 19% 18% 17% 20% 2% 3% 4% 18% Watch sports in 3D on subscription service 17% 21% 11% 17% 5% 5%3% 21%55-64 base too small for inclusion Base: Q10, All respondents that own 3D TV (139) 41
  • 42. Satisfaction with amount of 3D TVcontent Question 11: How satisfied are you with the amount of 3D content available for your 3D TV? Amongst people who own a 3D TV, seven 3% in ten are satisfied with the amount of Very satisfied content that is available. 4% Fairly satisfied 21% Neither satisfied nor 43% dissatisfied Fairly dissatisfied Very dissatisfied 27% Total Male Female 15-19 20-24 25-34 35-44 45-54Very satisfied 43% 42% 46% 48% 46% 48% 45% 16%Fairly satisfied 27% 35% 16% 26% 20% 35% 24% 39%Neither satisfied nor dissatisfied 21% 16% 31% 18% 27% 12% 21% 34%Fairly dissatisfied 4% 5% 4% 4% 7% 3% 7% 0Very dissatisfied 3% 3% 4% 5% 0 3% 3% 11%55-64 base too small for inclusion Base: Q10, All respondents that own 3D TV (139) 42
  • 43. Reasons why not purchased 3D TVQuestion 12: Why have you not purchased a 3D TV? % Apply 3D too expensive 46% The main barrier to 3D TV ownership is price - 46% of people not owning a 3D TV Not interested in 3D viewing 34% say they are too expensive. People aged Cant be bothered with glasses 32% under 35 were most likely to give this as a reason.Not enough 3D programmes/movies 26% Just over a third (34%) of non owners 3D is a gimmick 24% have no interest in 3D viewing, while 32% 3D best viewed in cinema 20% are put off by the glasses. 3D isnt relaxing experience 14% The amount of 3D content available for TV viewing is an issue for just over a 3D viewing gives me a headache 11% quarter of people (26%), most notably Dont watch much TV 9% males aged 35-44. Other 6% Not interested in movies 5% % Apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 3D too expensive 46% 59% 50% 51% 44% 48% 41% 64% 44% 52% 43% 38% 33% Not interested in 3D viewing 34% 27% 29% 23% 31% 33% 46% 30% 28% 30% 36% 44% 44% Cant be bothered with glasses 32% 28% 29% 20% 23% 40% 41% 37% 38% 29% 31% 31% 43% Not enough 3D programmes/movies 26% 24% 29% 24% 32% 30% 29% 35% 27% 20% 22% 26% 22% 3D is a gimmick 24% 12% 32% 20% 23% 31% 32% 21% 19% 24% 20% 24% 25% 3D best viewed in cinema 20% 24% 19% 16% 14% 18% 16% 31% 26% 16% 22% 17% 24% 3D isnt relaxing experience 14% 18% 8% 9% 9% 20% 17% 20% 12% 13% 12% 16% 17% 3D viewing gives me a headache 11% 7% 10% 9% 6% 11% 9% 19% 17% 11% 15% 10% 11% Dont watch much TV 9% 6% 16% 5% 5% 7% 11% 12% 13% 12% 5% 8% 15% Other 6% 2% 8% 8% 9% 8% 6% 3% 2% 5% 3% 5% 7% Not interested in movies 5% 2% 2% 2% 3% 3% 11% 3% 3% 3% 4% 5% 13% Base: Q12, All respondents that not own 3D TV (1,820) 43
  • 44. Interest in purchasing 3D gadgetsQuestion 13: How interested today are you in purchasing…? Very interested Fairly interested Not interested Not at all interested This slide shows that more than one in three people are interested in purchasing A 3D games console 13% 25% 23% 40% 3D gadgets such as games consoles, cameras and tablets. Males aged under 35 are most likely to be interested in these devices. A 3D camera 12% 26% 26% 36% A 3D video camcorder 12% 23% 28% 37% A Tablet/iPad with 3D 11% 24% 25% 39% functionality % Interested Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 38% 66% 67% 59% 43% 26% 13% 39% 48% 43% 30% 17% 5%3D Games Console 38% 51% 64% 50% 40% 32% 23% 48% 48% 43% 32% 25% 17%3D camera 35% 46% 61% 51% 38% 29% 19% 48% 40% 38% 28% 23% 13%3D video camcorder 35% 57% 57% 49% 39% 29% 20% 46% 39% 40% 29% 21% 13%3D tablet/iPad Base: All respondents (1,959) 44
  • 45. YouView 45
  • 46. Interest in YouViewQuestion 14: In 2012 it should be possible through YouView to have Internet based TV that willbe viewable on your television. You will not need to pay a monthly subscription fee. This willgive you access to free to air TV channels, film and video on demand pay services and catch-upTV from BBC, ITV, Channel 4 and Five. You will need to buy a box for around £200 and havebroadband set up at home. How interested are you in getting YouView for your home TV? 46% of consumers are interested in getting Youview for their home TV. Very interested 14% 15% First adopters of technology (74%) and males aged under 35 (52%) are most likely to be interested. Quite interested 12% Neither interested nor uninterested Not interested 31% Not at all interested 28% % Very interested Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Very interested 15% 23% 18% 23% 21% 12% 9% 18% 11% 17% 11% 13% 10%Quite interested 31% 41% 40% 34% 23% 34% 29% 24% 37% 29% 29% 29% 27%Neither interested nor 28% 21% 20% 25% 29% 28% 28% 37% 30% 29% 27% 28% 28%uninterestedNot interested 12% 7% 12% 9% 14% 9% 8% 13% 15% 13% 19% 11% 14%Not at all interested 14% 7% 10% 9% 12% 16% 26% 9% 7% 13% 13% 20% 21% Base: All respondents (1,959) 46
  • 47. Why interested in YouviewQuestion 15a: Why are you interested in YouView for your home TV? Pleaseselect any responses that apply. % Apply Watch „catch up TV‟ on my main TV 46% This slide shows the reasons why people are interested in getting Youview. Watch online videos on my TV 39% Using the main household television to Cheaper than subscription 38% catch up on missed TV programmes is the most appealing feature.Watch film and video „on demand‟ services on 32% TV Watching online videos through the main television is another popular attribute Like to keep up to date with technology 26% mentioned by 39% of interested consumers. Use PC/Laptop less often 24% 38% of people mentioned that Youview is Use Tablet less often 7% appealing because it is a cheaper alternative to subscription models. This Other 2% applies most to females aged 55-64. % Apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Watch „catch up TV‟ on my main TV 46% 38% 50% 44% 39% 38% 31% 59% 42% 40% 32% 33% 27% Watch online videos on my TV 39% 24% 19% 38% 28% 32% 31% 43% 40% 36% 32% 33% 34% Cheaper than subscription 38% 24% 30% 25% 40% 50% 51% 45% 20% 36% 42% 46% 59% Watch „on demand‟ services on TV 32% 24% 19% 38% 28% 32% 31% 43% 40% 36% 32% 33% 34% Like to keep up to date with technology 26% 22% 22% 36% 28% 34% 31% 31% 15% 27% 21% 20% 19% Use PC/Laptop less often 24% 24% 27% 26% 29% 16% 12% 33% 20% 27% 23% 23% 24% Use tablet less often 7% 13% 10% 9% 10% 3% 3% 5% 7% 5% 4% 4% 2% Other 2% 5% 0% 1% 3% 4% 0% 0% 0% 0% 2% 1% 4% Base: Q15a, All respondents interested in YouView (903) 47
  • 48. Why not interested in YouviewQuestion 15b: Why are you not interested in YouView for your home TV? Price of Box is too expensive 42% The main reason why people are not Already have subscription package 28% interested in Youview is the £200 price Happy watch catch-up TV on PC/games console 23% tag – 46% think this is too expensive. Can access online content on PC/Laptop/Tablet 22% % Apply Almost a quarter of non-interested people (23%) are happy to continue Not interested in watching online videos 21% watching catch-up TV on a PC / games Not interested in watching catch-up TV 18% console. Do not watch many TV programmes 14% Just over one in five (21%) are not Prefer subscription fee package 14% interested in watching online videos and 18% have no interest in watching catch- Would find it confusing 5% up TV. These reasons are given most Other 5% frequently by people aged over 55. Do not have Broadband at home 2% M45-54 M55- F45-54 % Apply Total M15-19 M20-24 M25-34 M35-44 F15-19 F20-24 F25-34 F35-44 F55-64 64 Price of Box is too expensive 42% 51% 70% 31% 45% 52% 38% 42% 51% 44% 36% 38% 32% Already have subscription package 28% 21% 21% 28% 26% 31% 30% 19% 32% 31% 35% 31% 18% Happy to watch catch-up TV on 23% 58% 37% 12% 32% 19% 16% 35% 43% 25% 17% 19% 10% computer/games console Can access online content on 22% 37% 42% 23% 34% 23% 18% 30% 57% 15% 12% 11% 6% PC/Laptop/tablet Not interested in online videos 21% 7% 17% 15% 12% 21% 38% 19% 17% 19% 22% 21% 31% Not interested in catch-up TV 18% 7% 17% 15% 15% 15% 30% 11% 14% 17% 15% 11% 34% Do not watch many TV programmes 14% 0% 13% 11% 7% 14% 24% 20% 14% 17% 7% 20% 20% Prefer subscription fee package 14% 14% 12% 18% 24% 19% 12% 12% 4% 11% 16% 13% 10% Would find it confusing 5% 0% 13% 3% 3% 9% 2% 11% 4% 2% 4% 2% 8% Other 5% 7% 4% 8% 9% 4% 6% 0% 0% 2% 3% 5% 12% Do not have Broadband at home 2% 0% 4% 3% 2% 0% 2% 12% 7% 2% 1% 2% 0% Base: Q15b, All respondents not interested in YouView (516) 48
  • 49. Tablets 49
  • 50. What tablet is used forQuestion 17: What do you use your tablet for? % Apply Email 53% This slide shows that the tablet is used Listening to music 49% overwhelmingly for entertainment purposes such as listening to music (49%), Accessing websites 48% reading books (38%) and watching videos Playing games 41% (37%). Reading books 38% Only 16% of tablet owners use their Shopping 37% device for work/ business presentations. Watching videos 37% Download music 33% Watching movies 33%Reading online magazines/newspapers 29% Download movies 23% % apply Total M F Reading blogs 22% Email 52% 50% 57% Making free telephone calls eg Skype 18% Listening to music 49% 47% 52% Work/business presentations 16% Accessing websites 48% 49% 46% Playing games 41% 40% 43% School/College/University work 16% Reading books 38% 31% 51% Other 3% Shopping 37% 35% 41% Watching videos 37% 42% 28% Download games 36% 37% 34% Watching movies 33% 35% 31% Download music 33% 33% 32% Reading online magazines/newspapers 29% 27% 32% Download movies 23% 24% 23% Reading blogs 22% 19% 26% Making free telephone calls eg Skype 18% 13% 25% School/College/University work 16% 16% 16% Work/business presentations 16% 15% 18% Other (specify) 3% 2% 3% Base: Q17, All respondents that own tablet (202) 50
  • 51. Where tablet is usedQuestion 18: Do you use your tablet or iPad…? % Apply The majority of tablet owners use their In bed 61% device when in bed. Just under one in three owners (29%) use their tablet at work, while 18% use it when in the household bathroom.In the kitchen or sitting room at home 52% Commuting 38% For work 29% In the bathroom at home 18% Other 3% Base: Q18, All respondents that own tablet (202) 51
  • 52. Impact of tablet ownershipQuestion 19: What would you say you do more of now that you have a tablet or iPad? % Apply Email 38% Tablet ownership has led to an increase Accessing websites 35% in digital entertainment activity. Online shopping, watching videos, playing Playing games 31% games and reading e-books are high on Online shopping 29% the list of activities that tablet owners now do more frequently since purchasing Listening to music 29% their device. Watching videos 29% Reading e-books 25%Reading online magazines/newspapers 24% Download games 20% Watching movies 19% Reading blogs 18% Download music 18% Download movies 17% Work/business presentations 15% Making free calls, eg Skype 15% School/College/University work 14% Other 3% Base: Q19, All respondents that own tablet (202) 52
  • 53. Barriers to tablet ownershipQuestion 20: Why do you not own a tablet? % Apply The main barrier to tablet ownership is Too expensive 38% price - 38% of people who do not own a tablet think they are too expensive and Prefer to use a laptop 30% one in four are waiting for the price to fall. Have no use for a Tablet 28% Three in ten consumers are currently happy to continue using their laptop Waiting for the price to fall 25% while 28% think they do not have any use for a tablet. Dont know enough about them 14%Dont want to pay for additional contract 14%Can use mobile for most Tablet functions 10% Already have an eBook reader 5% Waiting for the iPad 3 4% Waiting for new Tablets to come out 4% Other 3% Waiting for my friends to buy one 2% Base: Q20, All respondents that do not own tablet (1,757) 53
  • 54. Barriers to tablet ownershipQuestion 20: Why do you not own a tablet? % apply Total M F M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64They are too expensive 38% 33% 42% 49% 34% 33% 25% 37% 31% 60% 50% 40% 39% 37% 34%I prefer to use a laptop 30% 34% 26% 33% 44% 33% 35% 35% 26% 33% 36% 29% 21% 26% 16%Im waiting for the price to fall 25% 26% 24% 24% 21% 25% 30% 28% 23% 26% 22% 28% 25% 19% 21%I have no use for a Tablet 28% 30% 26% 29% 34% 19% 25% 32% 40% 23% 25% 21% 24% 31% 32%I can use my mobile for most of the 10% 12% 9% 14% 22% 13% 9% 10% 7% 17% 16% 10% 8% 5% 4%functions I would use a Tablet forI dont know enough about them/what 14% 10% 18% 7% 9% 9% 10% 10% 15% 20% 20% 11% 16% 18% 28%they can doI dont want to pay for an additional 14% 15% 13% 16% 14% 12% 8% 20% 20% 18% 15% 12% 10% 11% 17%mobile contractIm waiting for the iPad 3 4% 5% 3% 15% 7% 6% 4% 2% 2% 1% 4% 4% 2% 2% 2%Im waiting for new products from brands 4% 5% 3% 3% 5% 7% 5% 6% 4% 5% 3% 2% 2% 2% 4%like Blackberry and SamsungIm waiting for my friends to buy one 2% 2% 2% 2% 5% 1% 1% 2% 0% 3% 3% 1% 1% 1% 1%I already have an eBook reader 4% 4% 5% 3% 3% 5% 5% 4% 5% 5% 3% 6% 3% 7% 4%Other (specify) 3% 3% 3% 4% 1% 3% 3% 3% 6% 2% 1% 3% 2% 5% 4% Base: Q20, All respondents that do not own tablet (1,757) 54
  • 55. Social networks 55
  • 56. Usage of social network sites Question 21: Do you ever use any of the following sites? Please tick all that apply. Yes & have a profile Yes, but only browse No, dont use Never heard of it Facebook 62% 10% 26% 2% Facebook continues to dominate - 62% of YouTube 36% 45% 17% 3% all respondents are registered users and a Twitter 22% 14% 59% 6% further 10% browse the site. Friends Reunited 18% 17% 54% 11% Yahoo! Groups 14% 15% 49% 21% Although 81% of consumers visit Youtube Myspace 12% 15% 63% 10% only 36% are registered users. MSN Groups 12% 13% 55% 19% LinkedIn 10% 9% 46% 35% Twitter and Friends Reunited receive half Last.fm 9% 12% 35% 44% the total usage of Facebook and a third Flickr 9% 16% 54% 21% Bebo 8% 8% 71% 13% or less of its number of users with MSN Spaces 8% 10% 48% 35% profiles. Digg 4% 5% 39% 52% StumbleUpon 4% 6% 31% 59% Ping 4% 6% 38% 52% Piczo 4% 5% 29% 62% WAYN 4% 5% 28% 63% hi5 4% 6% 35% 55% Second Life 4% 4% 40% 52% Daily Motion 4% 9% 32% 56% Home 4% 6% 37% 54% Pandora 3% 5% 32% 60% Metacafe 3% 6% 34% 57% del.icio.us 3% 5% 35% 56% Foursquare 3% 5% 35% 58% Faceparty 3% 5% 36% 57% Daily Episodes 3% 5% 28% 64% reddit 3% 5% 35% 57% TagWorld 3% 4% 26% 67% Nuzizo 3%3% 25% 69% Quora 3% 4% 25% 69% Tioti 2%4% 25% 69% Chatroulette 2% 6% 35% 57% Xanga 2% 5% 28% 65% Base: Q21, All respondents (1,959) 56
  • 57. Usage of social network sites Question 21: Do you ever use any of the following sites? Please tick all that apply. % any yes Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 YouTube 81% 83% 91% 85% 81% 83% 68% 91% 90% 84% 82% 70% 59% Facebook 72% 82% 82% 78% 71% 61% 49% 86% 87% 87% 75% 55% 57% 36% Facebook has a higher proportion of Twitter 61% 51% 45% 38% 27% 17% 49% 40% 40% 33% 20% 18% Friends 35% users who are females aged 15-35. Reunited 15% 22% 35% 42% 46% 46% 11% 16% 34% 42% 39% 51% Yahoo! Groups 30% 26% 30% 36% 34% 29% 28% 21% 33% 31% 27% 25% 31% Females aged 45-64 are least likely Myspace 27% 32% 36% 37% 31% 26% 17% 32% 43% 32% 21% 14% 14% to use Youtube. Flickr 25% 34% 45% 37% 29% 20% 10% 29% 23% 28% 20% 15% 11% MSN Groups 25% 37% 28% 32% 24% 23% 22% 30% 27% 29% 22% 18% 17% People aged 15-35 are most likely to Last.fm 21% 49% 43% 36% 25% 16% 6% 27% 26% 20% 9% 4% 6% use Twitter, especially male LinkedIn 19% 20% 27% 33% 26% 22% 12% 5% 13% 24% 15% 11% 9% teenagers. MSN Spaces 17% 29% 25% 26% 15% 11% 12% 19% 22% 21% 14% 8% 11% 16% Bebo 36% 24% 25% 13% 10% 6% 25% 19% 21% 14% 5% 6% Daily Motion 12% 29% 37% 25% 14% 4% 2% 9% 16% 15% 4% 2% 0% Digg 10% 20% 24% 20% 12% 4% 0% 8% 11% 13% 4% 2% 1% Home 10% 20% 24% 19% 11% 5% 3% 7% 12% 10% 6% 4% 1% Ping 10% 26% 20% 20% 11% 3% 4% 14% 16% 12% 5% 0% 2% StumbleUpon 10% 19% 22% 19% 12% 4% 1% 10% 10% 10% 7% 2% 5% del.icio.us 9% 16% 16% 17% 10% 5% 3% 6% 11% 12% 5% 2% 2% hi5 9% 18% 22% 24% 10% 4% 3% 6% 13% 11% 4% 1% 1% Metacafe 9% 20% 24% 19% 10% 3% 2% 6% 10% 12% 4% 0% 0% Pandora 9% 18% 19% 16% 10% 3% 4% 9% 11% 11% 7% 1% 1% Piczo 9% 20% 18% 18% 11% 3% 1% 19% 11% 8% 4% 0% 0% WAYN 9% 18% 18% 19% 10% 5% 1% 6% 10% 11% 6% 2% 1% Chatroulette 8% 28% 23% 16% 7% 2% 0% 10% 12% 8% 2% 1% 0% Daily Episodes 8% 16% 17% 17% 7% 2% 1% 8% 11% 12% 3% 1% 0% Faceparty 8% 15% 17% 18% 9% 4% 0% 5% 11% 11% 4% 1% 1% Foursquare 8% 16% 21% 18% 9% 5% 0% 4% 10% 10% 3% 1% 1% reddit 8% 14% 18% 18% 10% 2% 2% 5% 11% 8% 5% 0% 1% Second Life 8% 17% 16% 17% 12% 3% 1% 4% 14% 9% 6% 0% 0% Quora 7% 15% 17% 17% 9% 2% 0% 4% 7% 6% 4% 0% 1% Xanga 7% 14% 19% 16% 9% 2% 1% 5% 8% 8% 4% 0% 1% Nuzizo 6% 14% 13% 14% 8% 2% 0% 5% 8% 6% 4% 0% 0% TagWorld 6% 11% 15% 16% 8% 2% 0% 4% 10% 7% 4% 1% 0% Tioti 6% 15% 12% 15% 7% 2% 0% 4% 8% 6% 4% 0% 0% Base: Q21, All respondents (1,959) 57
  • 58. Tracking usage of social network sites Question 21: Do you ever use any of the following sites? Please tick all that apply. % points % have a profile on site Total 2009 Total 2010 Total 2011 diff There has not been any growth (10-11) since 2010 in the number of Facebook 54% 62% 62% 0% YouTube 27% 34% 36% 2% respondents with a Facebook Twitter 11% 19% 22% 3% profile. Friends Reunited 25% 20% 18% -2% Yahoo! Groups 11% 13% 14% 1% There has been a 3% point increase Myspace 21% 18% 12% -6% for Twitter, LinkedIn and Quora (a LinkedIn 6% 7% 10% 3% new addition for 2011). Last.fm 8% 10% 9% -1% Flickr 7% 8% 9% 1% In contrast, MySpace has declined Bebo 13% 11% 8% -3% MSN Spaces 9% 7% 8% 1% by 6% points and Bebo by 3% points. Hi5 6% 5% 4% -1% WAYN 5% 4% 4% 0% StumbleUpon 5% 4% 4% 0% Second Life 4% 3% 4% 1% Digg 4% 3% 4% 1% Piczo 4% 3% 4% 1% Daily Motion 4% 3% 4% 1% Foursquare - 2% 4% 2% Faceparty 4% 3% 3% 0% Del.icio.us 3% 3% 3% 0% Pandora 3% 2% 3% -1% Daily Episodes 3% 2% 3% 1% Reddit 3% 3% 3% 0% Metacafe 3% 3% 3% 0% TagWorld 3% 2% 3% -1% Nuzizo 3% 2% 3% -1% Quora - - 3% 3% Xanga 3% 2% 2% -1% Tioti 3% 3% 2% 0% Base: Q21, All respondents aged 15-54 (1,647 in 2011 and 1,592 in 2010) 58
  • 59. Frequency of checkingsocial network sites (1) Question 22: How frequently do you check your social network profile? Whenever I receive a notification Once a day or more freq A few times a week About once a week About once a fortnight A few times a month Facebook is the most frequently Less frequently Never checked social network site – 57% of % Profile Facebook users with a profile do so Facebook 18% 57% 11% 5% 3% 62% at least once a day. Daily Episodes 32% 48% 5% 5% 3% 3% 41% of Twitter users with a profile access the site at least once a day. reddit 33% 44% 9% 10% 2% 3% 46% of Youtube profile users access Foursquare 26% 44% 16% 7% 5% 3% the site at least once a day. Metacafe 18% 43% 20% 10% 3% 3% Tioti 20% 43% 17% 12% 2% 2% del.icio.us 29% 42% 9% 3% 4% 3% Quora 22% 42% 16% 9% 4% 3% Daily Motion 23% 41% 13% 1% 10% 4% Twitter 15% 41% 12% 8% 10% 22% Chatroulette 42% 40% 7% 3% 7% 2% Nuzizo 28% 39% 21% 7% 2% 3% Faceparty 29% 38% 13% 4% 10% 3% MSN Groups 15% 38% 15% 9% 10% 12% hi5 28% 37% 10% 4% 15% 4% YouTube 9% 37% 20% 9% 9% 36% Base: Q22, All respondents with profile (bases differ) 59
  • 60. Frequency of checkingsocial network sites (2) Question 22: How frequently do you check your social network profile? Whenever I receive a notification Once a day or more freq A few times a week About once a week About once a fortnight A few times a month Less frequently Never Friends Reunited users are the least % Use frequent visitors to their own TagWorld 20% 36% 17% 15% 2% 4% 2% 2% profile pages – less than one in ten 3% (9%) do so at least once a day. Digg 29% 35% 9% 3% 7% 11%1% 3% 4% MySpace profile users are also Piczo 17% 35% 8% 10% 3% 12% 2% 12% 4% amongst the least frequent visitors. Xanga 26% 31% 26% 13% 2% 2% 2% Second Life 20% 30% 7% 15% 6% 20% 3% 4% Home 26% 30% 18% 7%2% 12% 1% 2% 4% StumbleUpon 18% 29% 15% 12% 5%4% 12% 3% 4% MSN Spaces 17% 28% 17% 8% 6%3% 14% 6% 8% Ping 30% 28% 13% 7% 10% 9% 2% 4% Pandora 27% 27% 15% 3% 2% 18% 3% 5% 3% Yahoo! Groups 18% 25% 16% 11% 7% 6% 12% 4% 14% LinkedIn 17% 24% 10% 12% 7% 11% 16% 3% 10% WAYN 22% 24% 10% 18% 5% 13% 5% 3% 4% Last.fm 11% 23% 13% 9% 7% 10% 19% 5% 9% Bebo 22% 21% 6% 5% 5% 3% 28% 11% 8% Flickr 15% 18% 20% 10% 5% 12% 17% 2% 9% Myspace 12% 18% 11% 8% 6% 9% 29% 7% 12% Friends Reunited 17% 9% 7% 8% 7% 12% 36% 4% 18% Base: Q22, All respondents using each site (bases differ) 60
  • 61. Frequency of checking Facebook2011 vs. 2010 Comparison Whenever I receive a notification Once a day or more freq A few times a week About once a week Although Facebook is the most frequently checked social network, About once a fortnight A few times a month there has not been any change since Less frequently Never 2010. 2011 19% 58% 11% 4% 2% 2% 2010 18% 59% 10% 5% 4% 3% Base: All respondents aged 15-54 with Facebook profile (1,086 in 2011 and 990 in 2010) 61
  • 62. Brand pages on FacebookQuestion 23A: Do you like brands on Facebook? Yes, more than 20 7% 11% 55% of Facebook users with a profile Yes, between 11 and 20 „like‟ at least 1 brand on Facebook, of these 36% like more than 10 Yes, between 7 and 10 9% brands. Yes, between 4 and 6 Consumers aged 15-35 are most likely to interact with brands. Yes, between 2 and 3 38% 10% Yes, 1 Not a fan of any brands or businesses 11% Unfamiliar with becoming a fan of a brand 11% 2% No. of brands liked Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Fan of at least 11 brands 21% 39% 29% 27% 19% 5% 2% 40% 31% 28% 12% 6% 4%Fan of at least 2 brands 32% 40% 34% 38% 27% 21% 31% 33% 34% 33% 33% 34% 26%Not a fan of any brands 38% 16% 32% 26% 45% 63% 56% 21% 32% 30% 41% 47% 54% Unfamiliar 7% 6% 5% 7% 6% 9% 9% 3% 1% 6% 11% 10% 8% Base: Q23A, All who have profile on Facebook (1,214) 62
  • 63. Brand pages on Facebook2011 vs. 2010 Comparison Unfamiliar None One Two to three Four to six Seven to ten More than ten Consumers are now more likely than in 2010 to „like‟ brands on Facebook - there has been an increase of 10% points in the number of people who say they „like‟ more than 10 brands. 2011 7% 35% 2% 10% 12% 11% 23% 2010 8% 43% 6% 15% 10% 8% 13% Base: All respondents aged 15-54 with Facebook profile (1,086 in 2011 and 990 in 2010) 63
  • 64. Follow brands on TwitterQuestion 23B: Do you follow brands on Twitter? Yes, more than 20 11% 11% Yes, between 11 and 20 43% of Twitter users with an account „follow‟ at least 1 brand on Yes, between 7 and 10 6% Twitter, while 17% „follow‟ more than 10 brands. Yes, between 4 and 6 7% Males aged 15-34 are most likely to „follow‟ brands. Yes, between 2 and 3 8% Yes, 1 46% Not a fan of any brands or businesses 7% 4% Unfamiliar with becoming a fan of a brand No. of brands liked Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 At least 11 17% 28% 27% 21% 13% 2% 4% 20% 17% 24% 13% 0% 9% At least 2 22% 20% 27% 28% 33% 14% 13% 17% 24% 18% 23% 15% 9% Not a fan 46% 39% 34% 32% 43% 65% 66% 43% 48% 44% 47% 74% 68% Unfamiliar 11% 11% 10% 13% 9% 16% 4% 13% 3% 10% 15% 9% 14% Base: Q23B, All who have Twitter account (426) 64
  • 65. Appealing brand pages on Facebook Question 24A: What types of brand pages are most appealing on Facebook? Very appealing Appealing Neither appealing nor unappealing Unappealing Very unappealing % Appealing Music (artists or festivals) 33% 39% 20% 5%3% 73% The most appealing brands on Facebook are music (72%), everyday Movies 23% 38% 28% 7% 3% 61% products purchased (61%) and 54% movies (61%). Games 22% 31% 27% 12% 7% Music and movie brand pages are TV shows 21% 38% 30% 8% 4% 58% most popular amongst males aged 15-35. Technology brands 20% 32% 35% 8% 4% 53% Regardless of age, games andEveryday products I purchase 20% 41% 28% 7% 4% 61% technology brand pages are most popular amongst males. Local businesses 20% 31% 34% 9% 6% 51% Fashion brands 20% 30% 33% 10% 7% 50% Food & drink brands 17% 36% 34% 9% 4% 53% Financial 10% 20% 32% 21% 16% 30%% appealing Total M15-19 M20-24 M25-34 M35-44 M45-54 M5-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Music (artists or festivals) 73% 81% 73% 78% 71% 86% 65% 86% 61% 73% 70% 59% 50%Movies 61% 79% 71% 70% 63% 52% 43% 72% 59% 66% 48% 41% 25%Games 54% 77% 65% 72% 59% 35% 21% 53% 50% 54% 42% 37% 11%TV shows 58% 74% 60% 64% 53% 46% 35% 73% 50% 64% 61% 48% 25%Technology brands 53% 67% 69% 64% 64% 58% 39% 50% 35% 49% 40% 40% 22%Everyday products I 61% 49% 67% 64% 65% 46% 47% 77% 54% 64% 66% 70% 32%purchaseLocal businesses 51% 43% 62% 58% 56% 49% 35% 38% 44% 64% 54% 46% 28%Fashion brands 50% 53% 54% 58% 43% 29% 13% 78% 52% 59% 43% 35% 25%Food & drink brands 53% 53% 62% 62% 50% 61% 52% 44% 43% 59% 50% 55% 28%Financial 30% 32% 42% 47% 36% 23% 17% 14% 26% 33% 17% 22% 25% Base: Q24A, All who like brands on Facebook (673) 65
  • 66. Appealing brands to follow on Twitter Question 24B: What types of brand pages are most appealing on Twitter? Very appealing Appealing Neither appealing nor unappealing Unappealing Very unappealing % Appealing Music (artists or festivals) 34% 36% 23% 4%3% 70% The most appealing brands on Movies 34% 28% 30% 5%3% 62% Twitter are music (70%), technology (64%) and everyday products (63%). Technology brands 32% 32% 27% 6% 4% 64% Music and movie brand pages are Local businesses 31% 28% 31% 6% 4% 59% most popular amongst females aged 15-35. 58% Fashion brands 28% 30% 29% 7% 6% Technology brands pages are most 57% Games 27% 30% 27% 10% 6% popular amongst males aged under 45. 56% Food & drink brands 27% 29% 33% 7% 4% Local businesses are most popular 63% TV shows 26% 37% 26% 7% 4% amongst males aged 20-24 and females aged 25-34.Everyday products I purchase 26% 37% 27% 7% 3% 63% Financial 18% 24% 34% 13% 11% 42% % appealing Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Music (artists or festivals) 70% 69% 73% 74% 63% 58% 50% 91% 73% 84% 64% 69% 16% Technology brands 64% 69% 65% 72% 77% 59% 50% 52% 51% 70% 50% 47% 50% TV shows 63% 78% 62% 72% 61% 34% 25% 82% 56% 76% 42% 69% 16% Everyday products I 63% 65% 72% 63% 58% 42% 63% 60% 67% 70% 60% 47% 50% purchase Movies 62% 69% 65% 69% 51% 50% 37% 82% 45% 74% 50% 84% 34% Local businesses 59% 52% 65% 69% 56% 51% 37% 46% 68% 80% 50% 37% 16% Fashion brands 58% 66% 51% 68% 45% 34% 25% 82% 67% 70% 42% 47% 50% Games 57% 65% 66% 72% 59% 26% 25% 51% 50% 66% 43% 32% 34% Food & drink brands 56% 65% 76% 56% 53% 34% 50% 56% 40% 63% 43% 47% 50% Financial 42% 52% 51% 59% 42% 33% 25% 24% 29% 57% 21% 16% 17% Base: Q24B, All who follow brands on Twitter (259) 66
  • 67. Reasons why like brands on FacebookQuestion 25A: Why do you like brands or businesses on Facebook? Interested in the products/services offered 48% To receive special offers/discounts 45% This slide shows the reasons why To enter competitions 44% people like brands or businesses on To keep up to date with latest news 34% Facebook. To get product ideas 18% Apart from an having an interest in To view videos 17% % Apply the products/services that the To view photos 17% brand offers (48%) and keeping up A friend suggested I "like" the page 16% to date with the latest news from To help support a brand/business 16% the brand, consumers are also I saw another friend "like" the page 15% To see what others are saying about it driven by the opportunity to 14% To purchase products/services 13% receive special offers/discounts To use Apps or games 12% (45%) and entering competitions To provide feedback 12% (44%). None of these 5% Other (Please specify) 1%% Apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Interested in products/services offered 48% 51% 50% 46% 43% 69% 35% 58% 54% 51% 38% 41% 40%To receive special offers/discounts 45% 22% 32% 39% 53% 57% 44% 48% 50% 46% 58% 50% 57%To enter competitions 44% 26% 34% 46% 43% 62% 61% 48% 37% 44% 43% 45% 61%To keep up to date with latest news 34% 36% 26% 31% 33% 52% 31% 39% 33% 23% 40% 46% 28%To get product ideas 18% 9% 21% 23% 24% 29% 21% 9% 9% 16% 17% 17% 22%To view videos 17% 40% 19% 23% 14% 20% 18% 12% 13% 16% 6% 13% 0%To view photos 17% 32% 22% 27% 12% 21% 4% 25% 13% 9% 8% 6% 4%A friend suggested I "Like" the page 16% 13% 15% 19% 8% 9% 13% 22% 23% 19% 23% 8% 11%To help support a brand/business 16% 19% 17% 8% 15% 25% 13% 17% 16% 16% 20% 18% 18%I saw another friend "like" the page 15% 16% 11% 17% 7% 6% 13% 33% 22% 17% 19% 4% 0%To see what others are saying about it 14% 13% 17% 13% 11% 26% 4% 21% 9% 9% 8% 20% 25%To purchase products/services 13% 9% 23% 12% 14% 26% 13% 8% 16% 12% 14% 6% 18%To use Apps or games 12% 17% 23% 15% 11% 12% 0% 12% 16% 11% 11% 2% 0%To provide feedback 12% 9% 19% 16% 10% 38% 8% 5% 7% 6% 7% 9% 22%None of these 5% 6% 6% 5% 3% 3% 4% 3% 6% 5% 3% 6% 14%Other (Please specify) 1% 0% 0% 1% 1% 3% 0% 0% 0% 0% 1% 4% 3% Base: Q25A, Fans of brands on Facebook (673) 67
  • 68. Reasons why follow brands on TwitterQuestion 25B: Why do you like brands or businesses on Twitter? Interested in the products/services offered 32% To enter competitions 29% Twitter users who follow brands To receive special offers/discounts 29% gave less reasons for brand To keep up to date with latest news 24% interaction. None of these 20% To view photos 18% The most popular reasons for % Apply To view videos 16% following brands on Twitter include To get product ideas 14% having an interest in the To purchase products/services 12% products/services that are offered To see what others are saying about it 12% (32%), being able to enter To provide feedback 11% competitions (29%), and receiving To use Apps or games 10% special offers/discounts (29%). A friend suggested I follow the brand 10% To help support a brand/business 9% I saw another friend follow the brand 7% Other (Please specify) 2%% Apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Interested in product/services offered 32% 35% 25% 37% 40% 9% 18% 41% 30% 37% 37% 7% 18%To enter competitions 29% 27% 30% 40% 33% 33% 18% 28% 20% 30% 25% 14% 24%To receive special offers/discounts 29% 21% 31% 33% 35% 28% 18% 30% 34% 23% 31% 21% 18%To keep up to date with latest news 24% 24% 23% 25% 23% 23% 30% 25% 26% 19% 21% 30% 24%None of these 20% 16% 17% 7% 14% 36% 25% 16% 22% 16% 29% 43% 35%To view photos 18% 13% 30% 29% 20% 9% 13% 23% 26% 16% 8% 0% 6%To view videos 16% 25% 14% 29% 20% 5% 6% 10% 18% 14% 10% 0% 18%To get product ideas 14% 10% 21% 9% 16% 14% 31% 10% 18% 12% 17% 7% 12%To purchase products/services 12% 5% 24% 9% 14% 5% 12% 5% 16% 20% 12% 0% 6%To see what others are saying about it 12% 5% 13% 12% 10% 5% 19% 18% 16% 12% 6% 14% 19%To provide feedback 11% 13% 11% 11% 6% 5% 6% 21% 16% 11% 6% 0% 18%To use Apps or games 10% 13% 14% 24% 6% 5% 10% 12% 5% 6% 0% 6%A friend suggested I follow the brand 10% 13% 6% 9% 4% 0% 12% 8% 14% 9% 12% 21% 18%To help support a brand/business 9% 8% 14% 3% 6% 0% 13% 9% 12% 12% 16% 12%I saw another friend follow the brand 7% 8% 14% 6% 2% 0% 6% 8% 12% 5% 4% 7% 12%Other (Please specify) 2% 3% 0% 0% 0% 4% 7% 0% 0% 3% 4% 0% 12% Base: Q25B, Fans of brands on Twitter (259) 68
  • 69. Benefits of using social networksQuestion 26: What are the benefits to you of using social networks? Please select all that apply. Interact with personal friends 50% Users are most likely to use social Keep up to date w/ what my friends are… 50% networks for interacting and Look at my friends photos 45% keeping up to date with friends. Upload my own photos to share 31% They are least likely to mention using them for activities related to Make friends 22% work or interacting with brands. Organise personal events 21% To play online games 19% Interact with people who share interests 19% Blog / update people to what Im up to 17% Activities to do with friends Find out whats new in music & ent 16% Activities to do with content Activities to do with brands To access music / videos 13% Activities to do with work Keep up to date with my favourite brands 13% Stay in touch with offers from brands 13% None of these 13% Receive promotional benefits / vouchers 11% To promote myself / my website 10% To belong to a professional network 9% For work purposes 8% Other 2% Base: Q26, All who use social networks (1,685) 69
  • 70. Benefits of using social networksQuestion 26: What are the benefits to you of using social networks? Please select all that apply. % apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64To interact with personal friends 50% 56% 54% 40% 42% 51% 37% 67% 64% 55% 54% 48% 44%To keep up to date with what my friends are up to 50% 58% 41% 39% 45% 42% 37% 66% 62% 58% 59% 52% 42%To look at my friends photos 45% 39% 44% 39% 37% 34% 33% 63% 68% 52% 51% 41% 39%To upload my own photos to share with friends 31% 26% 33% 26% 27% 27% 14% 52% 57% 42% 33% 23% 19%To make friends 22% 28% 22% 30% 22% 23% 13% 30% 27% 27% 15% 15% 11%To organise personal events 21% 21% 29% 21% 18% 13% 9% 43% 39% 26% 16% 13% 7%To play online games 19% 21% 25% 21% 16% 14% 6% 27% 26% 21% 22% 16% 17%To interact with people who share similar interests 19% 23% 19% 19% 23% 21% 17% 18% 21% 14% 20% 14% 14%To blog / update people to what Im up to 17% 23% 16% 15% 18% 13% 10% 25% 23% 22% 15% 13% 11%To find out whats new in music and entertainment 16% 22% 21% 18% 14% 16% 10% 27% 25% 14% 9% 10% 7%To access music / videos 13% 25% 19% 16% 14% 10% 4% 28% 17% 11% 9% 11% 4%To keep up to date with my favourite brands 13% 21% 16% 11% 11% 11% 9% 23% 12% 16% 12% 9% 9%To stay in touch with special offers from brands 13% 14% 20% 11% 13% 9% 9% 17% 24% 12% 11% 13% 8%None of these 13% 6% 8% 14% 11% 17% 26% 7% 3% 9% 14% 15% 24%To receive promotional benefits / vouchers from 11% 12% 15% 12% 10% 12% 7% 11% 17% 12% 9% 11% 8%companiesTo promote myself / my website 10% 19% 19% 13% 12% 7% 5% 10% 12% 12% 5% 3% 6%To belong to a professional network 9% 14% 12% 14% 11% 9% 9% 3% 15% 8% 6% 6% 6%For work purposes 8% 3% 11% 9% 14% 7% 9% 2% 8% 12% 8% 3% 4%Other (Please specify) 2% 0% 2% 0% 2% 2% 3% 1% 1% 1% 1% 4% 6% 70
  • 71. Benefits of using social networks2011 vs. 2010 Comparison This slide compares the benefits of % pts % agree with statement Total 2010 Total 2011 Diff using social networks with those (10-11) mentioned in 2010. Interact with personal friends 57% 52% -%5 People are more likely than last year to mention staying in touch Keep up to date with what my friends are up to 55% 52% -3% with brands, up 4% points. Look at my friends‟ photos 50% 46% -4% Activities to do with friends are generally mentioned less frequently Upload own photo‟s to share 37% 34% -3% than last year, most notably Make friends 26% 24% -2% interacting with personal friends, Organise personal events 23% 23% 0% down 5% points, or looking at Play online games 20% 21% +1% friends‟ photos, down 4% points. Interact with people who share interests 20% 19% -1% Blog/update people with what I‟m up to 20% 18% -2% Find out what‟s new in music and entertainment 15% 17% +2% Access music / videos 16% 15% -1% Keep up to date with favourite brands 12% 14% +2% Stay in touch with offers from brands 10% 14% +4% Receive promotional benefits / vouchers from companies 10% 12% +2% Promote myself / website 9% 11% +2% Belong to a professional network 8% 10% +2% Work purposes 7% 8% -1% Base: Q26, All respondents aged 15-54 who use social networks (1,453 in 2011 and 1,432 in 2010) 71
  • 72. Attitudes towards social networks Question 27: How much do you agree or disagree with the following statements about social networking sites? Strongly agree Agree Disagree Strongly disagree Not sure % Agree This slide shows attitudes towards social networks amongst users.I only allow access to personal info to people or brands I trust 33% 39% 9% 6% 12% 73% Over half of users said they usually I usually ignore updates from brands on social networking sites 21% 34% 22% 8% 14% 55% ignore updates from brands on social networks, while four in ten I would prefer 1 social network enabling me to do everything 18% 33% 17% 11% 21% 50% said brands are intrusive and almost Im getting bored of social networks 15% 30% 29% 14% 13% a third (31%) think brands should 45% not be allowed on social networking Brands are intrusive on social networks 14% 26% 30% 10% 21% 40% sites. Just under three in four users (73%) Brands should not be allowed on social networking sites 12% 18% 33% 15% 21% 31% agreed that they only allow access Brands I love should have their own social networking site 9% 27% 24% 17% 24% 36% to personal information to people or brands they trust, although 22% said Keeping up to date with latest deals / info from fave brands 9% 33% 24% 19% 16% 41% they don‟t mind who sees their personal information. Ive streamed video through a social networking site 8% 24% 23% 30% 15% 32% Half of users said that they would Brands should provide a sales platform for their products 7% 26% 23% 19% 25% 33% prefer one social network enabling them to do everything. Discovered new brands via recommendation from a friend 7% 27% 26% 25% 16% 34% The full demographic breakdown is When brands provide interactive games on their social network 7% 25% 26% 21% 22% 31% provided on the next page. Been exposed to unwanted indecent images on social networks 6% 17% 28% 37% 13% 23% I dont mind who sees my personal information on Facebook 6% 16% 24% 43% 11% 22% Interact more with brands than with friends/family/colleagues 5% 15% 24% 42% 13% 20% Base: Q27, All who use social networks (1,685) 72
  • 73. Attitudes towards social networksQuestion 27: How much do you agree or disagree with the following statements about social networking sites? % total agree Total M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F 15-19 F 20-24 F 25-34 F 35-44 F 45-54 F 55-64I only allow access to personal info to people or brands I 73% 67% 74% 65% 76% 64% 69% 75% 75% 75% 77% 85% 69%trustI usually ignore updates from brands on social networking 55% 55% 66% 50% 63% 52% 60% 52% 57% 52% 52% 52% 50%sitesI would prefer 1 social network enabling me to do 50% 62% 56% 60% 54% 41% 32% 56% 57% 53% 52% 39% 36%everythingIm getting bored of social networks 45% 39% 50% 43% 52% 42% 51% 38% 45% 36% 47% 47% 45%Keeping up to date with latest deals / info from fave 41% 55% 52% 53% 46% 26% 19% 46% 45% 51% 38% 30% 28%brandsBrands are intrusive on social networks 40% 39% 46% 45% 45% 47% 43% 29% 40% 34% 29% 39% 43%Brands I love should have their own social networking site 36% 36% 42% 48% 37% 35% 26% 35% 40% 38% 31% 28% 33%Discovered new brands via recommendation from a friend 34% 51% 43% 45% 35% 19% 11% 41% 45% 43% 31% 20% 17%Brands should provide a sales platform for their products 33% 46% 44% 45% 38% 26% 16% 32% 41% 39% 30% 18% 16%Ive streamed video through a social networking site 32% 52% 54% 45% 39% 23% 10% 36% 45% 34% 19% 14% 9%When brands provide interactive games on their social 31% 48% 44% 48% 41% 15% 12% 44% 38% 31% 20% 18% 14%networkBrands should not be allowed on social networking sites 31% 28% 41% 37% 38% 37% 36% 19% 23% 24% 20% 28% 37%Been exposed to unwanted indecent images on social 23% 39% 38% 29% 25% 17% 7% 30% 40% 21% 13% 11% 9%networksI dont mind who sees my personal information on 22% 39% 37% 39% 25% 19% 21% 18% 18% 17% 15% 10% 6%FacebookInteract more with brands than with 20% 33% 40% 36% 23% 12% 6% 12% 21% 21% 13% 7% 13%friends/family/colleagues 73
  • 74. Attitudes towards social networks2011 vs. 2010 Comparison % pts % agree with statement Total 2010 Total 2011 Diff (10-11)I only allow access to personal information to people or brandsI trust 67% 73% +6%Would prefer one social network that would enable me to doeverything, rather than lots of different social networking sites 47% 53% +6%I‟m getting bored of social networks 42% 44% +2%Brands are intrusive on social networks 36% 39% +3%Brands I love should have their own social networking site 28% 37% +9%I like keeping up to date with the latest deals and info from myfavourite brands 35% 44% +9%Brands should provide a sales platform for their products onsocial network sites 27% 36% +9%I‟ve discovered new brands through a recommendation from afriend 30% 37% +7%I‟ve been exposed to unwanted indecent images on socialnetworks 18% 25% +7%I don‟t mind who sees my personal information on Facebook 17% 24% +7% Base: Q26, All respondents aged 15-54 who use social networks (1,453 in 2011 and 1,432 in 2010) 74
  • 75. Activities done on social networksQuestion 28: Please tell us whether you do any of the following when using social networking sites. Yes, regularly Yes, occasionally Yes, rarely No, but Id be interested to start % Ever Searching for new music (57%) or No and it doesnt interest me events (55%) on social networks is popular, especially amongst males 57% aged 15-34. Find out about new music 12% 26% 18% 9% 35% Users are also likely to use social networks to find out about 55% Search for events 9% 27% 19% 9% 36% leisure/entertainment activities that have been recommended to 47% them. Search for products 9% 22% 16% 9% 44% Users are less likely to search for products (9%) on social networks or Find out about a movie recommended 53% 9% 27% 18% 9% 37% find out about a brand or business to you that someone has recommendedFind out about a TV prog recommended (48%). 9% 27% 18% 10% 37% 53% to you Find out about a new website 54% 8% 26% 20% 9% 37% recommended to you Find out about a book / magazine 49% 8% 22% 19% 11% 40% recommended to you Find out about a new service 7% 24% 21% 9% 40% 52% recommended to you Find out about a brand / business 6% 22% 20% 9% 43% 48% recommneded to you Base: Q28, All who use social networks (1,685) 75
  • 76. Activities done on social networksQuestion 28: Please tell us whether you do any of the following when using social networking sites. % ever Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Find out about new music 57% 80% 80% 70% 54% 52% 30% 69% 70% 63% 43% 43% 31%Search for events 55% 72% 73% 67% 52% 44% 31% 69% 73% 62% 42% 44% 34%Find out about a new website recommended to you 54% 72% 73% 62% 56% 48% 30% 59% 68% 61% 43% 42% 37%Find out about a movie recommended to you 53% 75% 73% 64% 54% 44% 26% 64% 69% 63% 43% 39% 28%Find out about a TV prog recommended to you 53% 66% 77% 63% 53% 42% 25% 67% 65% 63% 43% 41% 35%Find out about a new service recommended to you 52% 72% 71% 66% 50% 44% 30% 54% 62% 58% 43% 37% 35%Find out about a book / magazine recommended to you 49% 57% 66% 62% 48% 37% 29% 63% 61% 56% 42% 39% 34%Find out about a brand / business recommneded to you 48% 67% 65% 64% 46% 33% 29% 52% 60% 56% 38% 34% 34%Search for products 47% 60% 61% 59% 49% 38% 22% 53% 61% 53% 40% 34% 34% 76
  • 77. Frequency of brand interaction Question Q29: How often do you usually do the following? Every day A few times a week Once a week A few times a month Once a month Every few months Once or twice a year Never Only 6% of users read brand updates on social networks on a daily basis and 42% say they never do this. More than four in ten users (44%) say they never visit a brand‟s socialRead updates from brands on social network page after joining a page, 6% 11% 12% 12% 6% 6% 5% 42% networks or reading updates from the brand. Amongst users that do visit brand pages after joining or reading updates, 22% said that they only do this every few months or once/twice a year. Visit a brands social network page after reading updates from the 6% 9% 10% 13% 6% 7% 5% 44% brand on social networkVisit a brands social network page, 5% 10% 11% 13% 7% 7% 5% 44% after you have joined their page Base: Q29, All who use social networks (1,685) 77
  • 78. Changing use of social networksQuestion Q30: When using social networks do you do the following activities more or less frequentlythan a year ago? % Net diff - more This slide shows the social network More frequently Less frequently Unchanged frequently minus less activities that users do more or less frequently frequently than a year ago and compares the % of users who do Update my own profile and -3% upload new photos 24% 27% 49% each activity more frequently vs the % who do it less frequently. -5% Post status updates 22% 27% 51% A positive net difference is evident for reading friends‟ status updates, -12% (+9% net difference) and looking at Play games on brands social network pages 13% 25% 62% friends profile pages (+7% net difference). Sign-up to brands fan pages 14% 24% 62% -10% A negative net difference is most evident for; playing games onRead updates from brands that brand‟s social network pages (-12%), 15% 22% 62% -7% you like/follow signing up to brands‟ fan pages (- 10%), watching videos (-9%) and View videos on brands social -9% network pages 13% 22% 65% reading updates from brands (-7%). View photos on brands social -6% network pages 16% 22% 62% Look at friends profile pages 29% 22% 49% +7% Read friends status updates 30% 21% 49% +9% Base: Q30, All who use social networks (1,685) 78
  • 79. Influence of Facebook on consumptionQuestion Q31: Have you ever purchased a product/service because…? Yes in last month Yes in last 3 months Yes in last 6 months Yes in last 12 months No This slide shows how consumer interaction with brands on You saw a picture of the Facebook influences their product/service on a brands 11% 11% 6% 4% 69% purchasing habits. Facebook page For all types of interaction less than a third of users have actually gone on to purchase a product or service. A friend recommended the product/service on a Facebook 10% 11% 8% 4% 68% page A Facebook status update from a brand showed the 10% 10% 7% 3% 70% product/service You received a discount from a 9% 12% 6% 4% 71% brand through Facebook You saw a video of the product/service on a brands 8% 10% 7% 3% 73% Facebook page Base: Q31, All who have Facebook profile (1,214) 79
  • 80. Video 80
  • 81. Frequency of online video viewing Question 36: How often do you generally watch each of the following types of video online? Every day A few times a week Once a week A few times a month Once a month Every few months Once or twice a year Never % watch at least few times a month This slide shows that the most 52% News events 10% 14% 12% 16% 7% 7% 6% 28% popular online videos are content based. 48% Videos showing news events, music Music videos 7% 16% 10% 15% 8% 9% 7% 28% videos, film trailers and comedy videos are most likely to be 40% Comedy videos 4% 11% 9% 16% 7% 10% 8% 35% watched at least once a week. Almost three in ten (28%) watch Sports highlights 4% 11% 9% 12% 5% 6% 6% 47% 36% videos showing latest technology products at least a few times a month, while just over a quarter Film trailers 3% 10% 12% 15% 9% 10% 9% 31% 40% (26%) watch videos advertising products.Videos showing latest tech 3% 6% 8% 11% 7% 9% 10% 45% 28% products Videos advertising 3% 6% 7% 10% 7% 9% 9% 48% 26% products Users video reviews of 2%6% 7% 11% 7% 10% 11% 45% 26% products Instructional videos 2% 7% 8% 12% 8% 13% 14% 36% 29% Trailers promoting books 2%5% 6% 9% 5% 7% 7% 59% 22% Base: Q36, All respondents (1,959) 81
  • 82. Usefulness of online videos Question 37: How useful have you found the following types of online videos? Very useful Fairly useful Not very useful Not at all useful Never watched Consumers find instructional most videos useful. Half of consumers say product Instructional videos 22% 37% 10% 4% 27% reviews and/or videos highlighting the latest technology products are useful. Users video reviews of 16% 33% 13% 5% 33% productsVideos highlighting latest 12% 38% 12% 5% 34% tech. products Videos advertising 7% 33% 19% 8% 31% products Base: Q37, All respondents (1,959) 82
  • 83. Number of purchasesQuestion 38/39: On how many occasions (in last year) have you purchased aproduct/service after watching an online video promoting/demonstrating thatproduct/service? 2% 1% Three in ten of consumers who watch online video have purchased Never 4% at least one product/service in the last year after watching an online 1 13% video that promotes or demonstrates that product/service. 2 to 4 Males aged 20-24 are most likely to have made a purchase after 9% 5 to 9 watching an online video – 51% of this group say this. 10 to 20 70% 21+ % purchasing M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 1 12% 15% 10% 8% 8% 10% 10% 15% 6% 11% 8% 3% 2-4 22% 25% 11% 15% 9% 13% 15% 6% 11% 9% 10% 13% 5-9 5% 7% 12% 4% 1% 2% 6% 4% 7% 1% 1% 0% 10-20 4% 1% 8% 4% 1% 0% 0% 3% 2% 1% 0% 1% 21-50 1% 3% 1% 2% 0% 0% 0% 1% 1% 0% 0% 0% 50+ 1% 0% 1% 0% 0% 0% 2% 1% 0% 0% 0% 0% Base: Q38/39, All respondents that watch online video (1,525) 83
  • 84. Online videos and the purchasing cycleQuestion 40: When do you generally watch videos online about products/services…? % Apply Consumers are most likely to watchWhen considering which product/service to buy 56% online videos about products/services at the pre- purchase stage - over half (56%) of online video viewers watch online videos when considering a product Just before purchasing product/service 32% or service to purchase and almost a third (32%) watch online videos just before making a purchase. Never 26% After purchasing product/service (for instructions/peoples experiences) 10% % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 When considering which to buy 53% 67% 54% 56% 58% 62% 63% 58% 47% 49% 46% 59% Just before purchasing 28% 41% 42% 41% 34% 26% 22% 31% 43% 31% 22% 20% Never 30% 11% 21% 21% 24% 26% 23% 31% 27% 29% 32% 30% For instructions / experiences 9% 14% 12% 12% 10% 4% 9% 7% 15% 11% 10% 6% Base: Q40, All respondents that watch online video (1,525) 84
  • 85. Group BuyingWebsites 85
  • 86. Group buying website registrationQuestion 41: People who have registered with Group buying websites such as Groupon or Living Social receive adaily email informing them of an offer for a product/service. If enough people sign-up to the offer it becomesvalid and payment is taken from people who signed up to the deal. However, if there are not enough peoplesigning up to the offer no money is taken and the offer is cancelled. Have you registered with any group buyingwebsites? A quarter of consumers say they are registered with group buying websites such as Groupon. Females are most likely to have 25% registered, especially those aged 55-64 or 25-34. Yes No 75% % apply Total Male Female Yes 25% 21% 29% No 75% 79% 71% % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Yes 19% 19% 26% 23% 20% 17% 21% 29% 33% 30% 25% 33% No 81% 81% 74% 77% 80% 83% 79% 71% 67% 70% 75% 67% Base: Q41, All respondents (1,959) 86
  • 87. Group buying website purchasesQuestion 42: Approximately how many offers/deals have you purchased within the last three months? 3% 1% 0 7% Just over half (52%) of registered users have purchased at least one 1 offer/deal from a group buying website in the last three months. 2 to 4 Males aged 20-34 were most likely to have made a purchase. 24% 48% 5 to 9 10 to 20 % apply Total M ale Female 20+ 0 48% 37% 56% 1 17% 17% 17% 2-4 24% 29% 20% 17% 5-9 7% 12% 4% 10-20 3% 4% 2% 20+ 1% 2% 1% % apply M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 0 28% 9% 16% 35% 67% 72% 32% 37% 48% 64% 68% 70% 1 23% 44% 16% 12% 8% 12% 20% 20% 18% 19% 18% 11% 2-4 38% 24% 39% 32% 20% 12% 31% 38% 20% 14% 14% 15% 5-9 6% 18% 16% 18% 2% 4% 4% 6% 11% 2% 0% 2% 10-20 6% 5% 10% 2% 0% 0% 9% 0% 3% 1% 0% 0% 20+ 0% 0% 4% 2% 3% 0% 4% 0% 0% 0% 0% 2% Base: Q42, All respondents registered with a group buying website (491) 87
  • 88. Appeal of products/servicesQuestion 43: Would you say the products/services offered through group buying websites are…? Just over three quarters (77%) of registered users find the products/services offered through Very 5% group buying websites appealing. 22% appealing 17% Consumers aged under 35 are most likely to say the products/services are appealing. Fairly appealing Not appealing Not at all appealing 55% % apply M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Very appealing 33% 29% 37% 26% 12% 4% 45% 29% 31% 9% 18% 4% Fairly appealing 44% 71% 43% 57% 45% 72% 36% 59% 50% 58% 60% 70% Not appealing 17% 0% 16% 12% 33% 16% 12% 11% 16% 27% 20% 15% Not at all appealing 5% 0% 4% 6% 10% 8% 8% 0% 3% 6% 2% 11% Base: Q43, All respondents registered with a group buying website (491) 88
  • 89. Reasons for not registeringQuestion 44: Why have you not registered with a group buying website? % Apply If I want something Ill look for best price and buy 36% The main reasons given by people for not registering with a group Wasnt aware of these websites 32% buying website are they will look for the best price and buy Im not interested in receiving deals 23% something if they want it (36%), they are unaware of group buying Concerned about privacy 19% sites (32%), or they are not interested in receiving deals (23%).Ive heard about them but dont know how they work 14% It takes up too much of my time 13% Registered before but offers not apealing 6% Other 2% % apply M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 If I want so mething Ill just lo o k fo r the best price and buy it 25% 32% 30% 36% 48% 47% 31% 35% 25% 31% 38% 45% I wasnt aware o f these websites 41% 30% 24% 28% 26% 25% 39% 36% 30% 36% 36% 38% Im no t interested in receiving deals 23% 21% 20% 21% 23% 36% 22% 17% 20% 25% 19% 28% Im co ncerned abo ut my privacy 24% 20% 13% 17% 22% 27% 16% 17% 19% 16% 17% 21% Ive heard abo ut them but do nt kno w ho w they wo rk 14% 16% 17% 11% 11% 11% 26% 19% 17% 9% 15% 15% It takes up to o much o f my time 20% 17% 16% 13% 14% 10% 19% 17% 10% 5% 5% 11% I registered befo re but the o ffers were no t appealing 7% 6% 4% 7% 3% 6% 2% 10% 10% 7% 4% 3% Other (specify) 0% 1% 1% 4% 2% 2% 2% 2% 1% 1% 3% 2% Base: Q44, All respondents not registered with a group buying website (1,468) 89
  • 90. Interest in registeringQuestion 45: How interested are you in signing up to a group buying website? 2% Definitely intend to Only 2% of people not registered register in next 3 with a group buying website said that they definitely intend to months 21% register. Intend to find out Just over one in five (21%) want to more about these 41% find out more about these websites. Males aged 20-24 and females aged websites 25-35 are most likely to say this. Not very interested in signing up Not at all interested in signing up 35% % apply M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 I definitely intend to register in next 3 months 4% 3% 4% 3% 1% 2% 3% 2% 2% 1% 0% 1% I intend to find out more about these websites 11% 33% 33% 27% 15% 10% 22% 25% 31% 17% 23% 8% Not very interested in signing up 44% 30% 32% 32% 39% 34% 38% 41% 34% 35% 33% 34% Not at all interested in signing up 41% 34% 31% 37% 45% 55% 37% 32% 32% 47% 44% 57% Base: Q45, All respondents not registered with a group buying website (1,468) 90
  • 91. Mobile Devices 91
  • 92. Number of apps downloadedQuestion 46: How many apps have you downloaded in the past 3 months? None 2% 8% 19% 80% of people who downloaded apps Between 1 and 2 7% onto their mobile phone had done so in the previous three months. Between 3 and 5 Females aged 45-64 were least Between 6 and 10 16% likely to have downloaded apps within the previous three months. Between 11 and 15 25% Between 16 and 20 More than 20 24% % downloaded Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 None 19% 15% 10% 18% 21% 19% 24% 11% 19% 20% 23% 26% 35% Between 1 and 2 25% 18% 23% 22% 26% 21% 33% 33% 23% 29% 24% 25% 27% Between 3 and 5 24% 15% 25% 25% 19% 28% 20% 28% 31% 23% 24% 32% 23% Between 6 and 10 16% 27% 17% 19% 14% 22% 6% 12% 16% 14% 15% 8% 4% Between 11 and 7% 3% 13% 7% 8% 3% 9% 3% 2% 4% 11% 6% 12% 15 Between 16 and 2% 4% 0% 2% 4% 3% 6% 5% 2% 1% 1% 0% 0% 20 More than 20 8% 19% 12% 7% 9% 4% 3% 8% 6% 9% 2% 2% 0% Base: Q46, All who download apps onto mobile phone (916) 92
  • 93. Number of apps paid forQuestion 47: How many mobile apps have you paid for in the last 3 months? None 4% 1%2% 8% Although four in five app Between 1 and 2 downloaders have downloaded an app within the previous three Between 3 and 5 months, only 48% have actually paid for an app download within this 16% Between 6 and 10 period. 52% Males aged 15-34 were most likely Between 11 and 15 to have paid for apps in the previous three months. Between 16 and 20 18% More than 20 % paid for Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64None 52% 43% 43% 37% 47% 53% 59% 64% 51% 61% 52% 71% 77%Between 1 and 2 18% 20% 13% 19% 17% 15% 24% 15% 22% 14% 24% 13% 12%Between 3 and 5 16% 12% 24% 21% 19% 20% 8% 8% 13% 14% 18% 8% 8%Between 6 and 8% 11% 12% 15% 6% 5% 3% 3% 9% 6% 6% 4% 4%10Between 11 and 4% 8% 7% 5% 6% 4% 3% 2% 6% 2% 0% 2% 0%15Between 16 and 1% 0% 0% 1% 0% 0% 3% 3% 0% 0% 0% 2% 0%20More than 20 2% 5% 1% 3% 4% 3% 0% 5% 0% 3% 0% 0% 0% Base: Q47, All who download apps (916) 93
  • 94. Amount spent on appsQuestion 48: How much have you spent on mobile apps in the past 3 months? Less than £1 6% 4% 6% This slide shows that 58% of people Between £1 and £2 15% who had paid for apps in the previous three months had spent Between £3 and £5 12% between £3 and 10. A quarter of people spent more than £10 within the previous 3 Between £5 and £10 months. Between £10 and £15 Between £15 and £20 26% 32% More than £20 % spent Total Male Female M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Less than £1 4% 5% 3% 7% 0% 7% 7% 0% 7% 0% 0% 7% 0% 0% 17% Between £1 and £2 15% 12% 20% 17% 19% 7% 10% 15% 7% 17% 30% 16% 20% 21% 0% Between £3 and £5 32% 33% 28% 24% 40% 35% 31% 39% 36% 30% 25% 34% 26% 21% 34%Between £5 and £10 26% 26% 26% 31% 23% 23% 26% 35% 14% 30% 20% 15% 33% 43% 33% Between £10 and 12% 11% 13% 14% 2% 16% 12% 0% 21% 9% 13% 13% 14% 7% 16% £15 Between £15 and 6% 6% 6% 2% 11% 4% 10% 3% 7% 4% 8% 9% 2% 0% 0% £20 More than £20 6% 6% 5% 5% 5% 7% 5% 9% 7% 10% 5% 5% 5% 7% 0% Base: Q48, All who have paid for apps in last 3 months (444) 94
  • 95. Most appealing types of appsQuestion 49: Which of the following applications for your mobile device have you downloaded?Please select all that apply. Games 54% Games are the most popular type of app for all demographics. Social network 35% Just over a third (35%) of app Music 32% downloaders have downloaded a Entertainment 29% social network application. This is most popular amongst females aged Fun 28% 15-34. Utilities 24% Music apps have been downloaded News/Current affairs 20% by 32% of application users and are most popular amongst males aged Sports 19% 45-54 and females aged 20-24. Lifestyle 17% A full demographic breakdown is provided on the next page. Video 16% Local places 12% None 11% Education 10% Friends & Family 9% Business 8% Deals 7% Other 2% Base: Q49, All who download apps (916) 95
  • 96. Most appealing types of apps Question 49: Which of the following applications for your mobile device have you downloaded? Please select all that apply. % apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Games 54% 53% 53% 55% 55% 60% 35% 61% 57% 49% 58% 58% 46%Social network 35% 43% 37% 28% 30% 32% 21% 47% 44% 44% 34% 21% 23%Music 32% 31% 35% 35% 25% 41% 26% 39% 40% 35% 31% 17% 15%Entertainment 29% 40% 34% 23% 33% 26% 18% 42% 24% 32% 23% 28% 15%Fun 28% 36% 32% 24% 26% 16% 9% 41% 29% 37% 26% 15% 19%Utilities 24% 29% 24% 19% 30% 31% 33% 25% 22% 23% 20% 15% 15%News/Current affairs 20% 17% 15% 20% 21% 28% 32% 21% 17% 18% 25% 19% 16%Sports 19% 27% 21% 24% 27% 35% 18% 15% 8% 16% 9% 13% 4%Lifestyle 17% 15% 13% 16% 15% 10% 21% 21% 22% 23% 17% 19% 4%Video 16% 19% 27% 20% 19% 13% 15% 19% 11% 16% 9% 2% 8%Local places 12% 8% 9% 12% 19% 17% 20% 10% 8% 13% 8% 8% 23%None 11% 11% 8% 10% 12% 8% 6% 8% 9% 12% 11% 15% 19%Education 10% 11% 16% 8% 11% 6% 15% 16% 11% 9% 4% 6% 8%Friends & Family 9% 16% 8% 10% 8% 4% 6% 10% 7% 9% 10% 8% 11%Business 8% 8% 7% 12% 12% 18% 18% 8% 5% 5% 1% 2% 4%Deals 7% 7% 8% 7% 9% 7% 3% 7% 6% 10% 6% 4% 0%Other 2% 0% 0% 0% 1% 3% 15% 0% 3% 2% 3% 4% 19% Base: Q49, All who download apps (916) 96
  • 97. Attitudes towards appsQuestion Q50: How much do you agree or disagree with the following statements aboutapps? Strongly agree Agree Disagree Strongly disagree Not sure Amongst all consumers that download apps, almost three The best apps provide me with a tool for doing something useful 25% 49% 11% 3% 13% quarters (74%) agree that that the best apps provide them with a tool for doing something useful and 72% I mainly use apps for some fun agree that they mainly use apps for and entertainment 25% 47% 14% 4% 10% fun and entertainment. The best apps enable me to do Just under two thirds (65%) agree something faster than it would 21% 51% 11% 3% 15% that apps are a great way for a normally take me brand to engage with their customers, while 57% agree all Apps are worth paying for if they provide a great service 19% 47% 13% 7% 15% brands should develop an app to help customers get the best service. Apps are a great way for a brand Two thirds agree that apps are to engage with their customers 16% 49% 13% 5% 18% worth paying for if they provide a great service. All businesses should develop an app to help customers get the 15% 42% 18% 6% 20% best service I use apps to stream music / radio on my mobile device 14% 33% 24% 16% 14% I mainly use apps that are shortcuts to websites 13% 34% 27% 11% 15% Base: Q50, All respondents that downloaded apps (916) 97
  • 98. Mobile Localisation 98
  • 99. Extent of local search onlineQuestion 51: Do you use Foursquare, Facebook Places or Google to search forlocal shops, places or attractions? % Apply Google is the most popular platform for local search and just over half of Google 52% consumers say they use it for this reason. Just over one in ten (11%) of people say they use Facebook Places. Males None 39% aged under 25 are most likely to say this. Only 3% of consumers say they use Facebook Places 11% Foursquare, although this rises to one in ten of males aged 15-24. First adopters are most likely to use either Facebook places (31%) or Foursquare 3% Foursquare (17%), which indicates that these sites may increase in popularity over the next year. % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Google 42% 48% 46% 50% 53% 53% 53% 61% 49% 50% 59% 63% No 40% 36% 36% 41% 43% 45% 37% 31% 38% 44% 39% 36% Facebook Places 20% 18% 21% 9% 5% 1% 17% 16% 16% 9% 3% 2% Foursquare 10% 10% 9% 3% 1% 0% 4% 2% 4% 0% 0% 0% Base: Q51, All respondents (1,959) 99
  • 100. Reasons for not using FoursquareQuestion 52: Why have you not used Foursquare? % Apply Never heard of it 57% The main barrier to Foursquare use is awareness - 57% of non-users have Not interested in using 18% never heard of it, while 14% do not Dont know how it works 14% know how it works. Dont want people to know where I am 7% Almost one in five (18%) non users are not interested in Foursquare, Concerned about security if share my location 6% although this may be driven by low Might be spammed 6% levels of awareness. Dont have internet on mobile 6% Too much effort 4% Dont want to be told about deals in local area 3% Dont have mobile2% Other 1% % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Never heard of it 55% 47% 48% 53% 62% 52% 57% 54% 59% 63% 65% 60% Not interested in using 17% 22% 18% 18% 22% 28% 15% 17% 11% 14% 17% 17% Dont know how it works 9% 11% 15% 14% 8% 13% 20% 17% 17% 15% 12% 12% Dont want people to know where I am 5% 13% 8% 10% 8% 7% 10% 12% 8% 3% 3% 6% I might be spammed 6% 7% 7% 8% 8% 9% 4% 10% 5% 3% 2% 7% I dont have internet on my mobile 3% 4% 3% 4% 6% 11% 3% 6% 5% 5% 8% 15% Concerned about my security if I share my location 2% 11% 5% 6% 6% 6% 7% 9% 6% 5% 3% 8% Its too much effort 6% 9% 8% 5% 3% 2% 9% 3% 2% 1% 1% 2% Dont want to be told about deals in the local area 5% 4% 4% 3% 3% 5% 3% 3% 2% 1% 0% 2% Dont have a mobile 1% 2% 3% 1% 1% 5% 0% 4% 2% 0% 1% 1% Other (Specify) 3% 0% 1% 0% 1% 0% 1% 1% 0% 0% 0% 0% Base: Q52, All respondents not used Foursquare (1,894) 100
  • 101. Reasons for not using Facebook PlacesQuestion 52: Why have you not used Facebook Places? % Apply Awareness is also a notable barrier Never heard of it 39% to using Facebook Places. Almost Not interested in using 31% four in ten (39%) of non users have never heard of it. Awareness is Dont know how it works 12% lowest amongst females aged 35-44. Dont want people to know where I am 11% Just over three in ten (31%) non Concerned about security if share my location 9% users are not interested in using Facebook Places, most notably Might be spammed 7% males aged 55-64. Dont have internet on mobile 7% Security concerns are most evident Too much effort 6% amongst younger females. Almost a Dont want to be told about deals in local area 3% quarter of females aged 20-24 say that they do not want others to Other 2% know where they are, while 18% of Dont have mobile 1% females aged 15-19 would be concerned about their security if they shared their location. % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Never heard of it 42% 34% 35% 44% 40% 30% 39% 35% 42% 48% 42% 34% Not interested in using 32% 24% 21% 30% 38% 51% 26% 25% 20% 25% 34% 36% Dont know how it works 7% 12% 14% 11% 10% 5% 15% 15% 18% 10% 10% 12% Dont want people to know where I am 10% 16% 8% 11% 12% 11% 19% 24% 14% 4% 6% 6% Concerned about my security if I share my location 3% 11% 7% 7% 7% 12% 18% 15% 9% 8% 7% 7% I dont have internet on my mobile 5% 1% 3% 5% 7% 10% 4% 8% 5% 7% 7% 17% I might be spammed 4% 11% 8% 7% 6% 6% 9% 8% 6% 4% 4% 10% Its too much effort 6% 7% 8% 5% 7% 3% 8% 14% 5% 1% 6% 4% Dont want to be told about deals in the local area 8% 3% 4% 5% 3% 5% 3% 2% 2% 0% 0% 4% Other (Specify) 5% 1% 2% 2% 3% 1% 1% 1% 2% 1% 1% 2% Dont have a mobile 2% 2% 0% 2% 1% 3% 1% 0% 0% 0% 0% 1% Base: Q52, All respondents not used Facebook Places (1,742) 101
  • 102. Reasons for not using GoogleQuestion 52: Why have you not used Google? % Apply Amongst non users of Google for Not interested in using 37% local search, 37% say that they are not interested. Lack of interest is Never heard of it 16% most evident amongst males aged Dont know how it works 15% 55-64 (59%). Almost a quarter (24%) of non users Too much effort 12% aged 20-24 said they do not use this service because it is too much Dont have internet on mobile 12% effort.Dont want to be told about deals in local area 8% Might be spammed 8% Dont have mobile 2% Other 2% % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Not interested in using 28% 34% 23% 31% 50% 59% 32% 32% 31% 40% 42% 50% Never heard of it 31% 12% 19% 19% 15% 3% 21% 28% 19% 15% 3% 6% Dont know how it works 14% 20% 20% 9% 12% 6% 18% 9% 20% 21% 18% 10% Its too much effort 10% 24% 18% 17% 6% 9% 21% 24% 7% 6% 11% 2% I dont have internet on my mobile 10% 2% 12% 9% 12% 23% 6% 2% 11% 8% 20% 20% Dont want to be told about deals in the local area 8% 12% 5% 12% 4% 20% 8% 7% 3% 6% 9% 10% I might be spammed 6% 10% 8% 9% 9% 14% 4% 0% 9% 6% 3% 12% Other (Specify) 4% 2% 5% 4% 6% 3% 8% 2% 6% 3% 8% 6% Dont have a mobile 0% 2% 0% 1% 0% 8% 2% 0% 2% 4% 1% 2% Base: Q52, All respondents not used Google for local search (938) 102
  • 103. Frequency of use - FoursquareQuestion Q53: When using Foursquare, how often do you…? Every day A few times a week Once a week A few times a month Although the number of Foursquare Once a month Every few months users is relatively small, it appears Less frequently Whenever travelling or in unfamiliar place that those that use this service do Never so on a regular basis. 44% of Foursquare users search for ideas on where to go locally at least Search for ideas on where to go locally 30% 14% 17% 12% 9% 9% 5%2%2% a few times a week, while 47% actually visit the places that are listed and four in ten write reviews Visit place that is listed 29% 18% 16% 10% 13% 13% 1% of places visited. Search to find local listing (e.g. restaurant, shop, attraction) 27% 18% 18% 11% 10% 7% 7% 2% Write review of place you visited 24% 16% 19% 13% 13% 9% 5% 1% Check-in at places for promotions/deals 23% 22% 13% 16% 9% 10% 5% 2% Check-in at places so that friends will know where you are 23% 17% 27% 13% 6% 3%4%3% 4% Search for friends that may be in same location 23% 16% 19% 16% 11% 7% 5% 3% Read reviews about places that are listed 21% 24% 16% 13% 11% 12% 2% Base: Q53, All respondents that use Foursquare (65) 103
  • 104. Frequency of use – Facebook Places Question Q53: When using Facebook Places, how often do you…? Every day A few times a week Once a week A few times a month Checking-in at places so friends Once a month Every few months know their location is an activity Less frequently Whenever travelling or in unfamiliar place done at least a few times a week by Never three in ten Facebook Places users. The same proportion also search for friends who may be in the sameCheck-in at places so that friends will know where you are 15% 15% 14% 22% 10% 7% 7% 2% 8% location. Almost three in ten (28%) check-in Search to find local listing (e.g. at places for promotions/deals at restaurant, shop, attraction) 15% 13% 18% 18% 12% 9% 7% 3% 5% least a few times a week or write reviews of places visited. Check-in at places for promotions/deals 15% 13% 12% 22% 12% 8% 7% 1% 10% Search for ideas on where to go locally 14% 17% 15% 19% 7% 8% 8% 3% 9%Search for friends that may be in same location 13% 17% 18% 19% 9% 9% 6%1% 8% Visit place that is listed 13% 16% 18% 20% 12% 6% 6% 3% 6% Read reviews about places that are listed 13% 17% 16% 18% 10% 9% 7% 5% 7%Write review of place you visited 12% 16% 17% 14% 9% 7% 11% 2% 12% Base: Q53, All respondents that use Facebook Places (217) 104
  • 105. Frequency of use - GoogleQuestion Q53: When using Google, how often do you…? Every day A few times a week Once a week A few times a month Because of its widespread Once a month Every few months popularity Google is not used as Less frequently Whenever travelling or in unfamiliar place intensely as Foursquare or Facebook Never Places. However, almost a quarter (24%) of users access it at least once a week to search for a localSearch for ideas on where to listing such as a restaurant and 22% 5% 9% 8% 19% 11% 17% 13% 8% 10% go locally use it to search for ideas on where to go locally. One in five people visit a place Search to find local listing listed in Google search results at (e.g. restaurant, shop, 4% 10% 10% 22% 12% 16% 11% 7% 7% least once a week. attraction) A demographic breakdown is provided on the next page. Visit place that is listed 4% 9% 7% 16% 9% 16% 19% 10% 12% Read reviews about places 3% 9% 9% 18% 10% 17% 12% 9% 13% that are listed Write review of place you 3%4% 4% 6% 4% 5% 21% 4% 48% visited Base: Q53, All respondents that use Google (1,021) 105
  • 106. Frequency of use Question Q53: When using Foursquare/ Facebook Places/ Google, how often do you…? Facebook Places % use at least a few times a week Total M F M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Search for ideas on where to go locally 32% 34% 29% 42% 41% 32% 23% 36% 0% 31% 35% 35% 15% 14% 34%Check-in at places so that friends will know where you are 30% 32% 28% 37% 31% 34% 28% 27% 0% 16% 40% 39% 15% 14% 34%Search for friends that may be in the same location 30% 31% 29% 36% 46% 24% 19% 45% 0% 21% 40% 38% 15% 14% 34%Read reviews about places that are listed 29% 30% 28% 37% 36% 29% 24% 27% 0% 26% 40% 32% 15% 14% 34%Visit the actual place that is listed 28% 31% 25% 26% 50% 24% 33% 27% 0% 41% 15% 32% 15% 0% 34%Write a review of a place you have visited 28% 28% 28% 31% 36% 29% 19% 27% 0% 36% 24% 42% 10% 0% 34%Check-in at places for promotions/deals 28% 32% 23% 37% 51% 24% 28% 27% 0% 21% 31% 25% 15% 14% 34%Search to find a local listing (e.g. restaurant, shop, attraction) 27% 29% 26% 37% 36% 19% 33% 27% 0% 36% 29% 29% 15% 0% 34% Google % use at least a few times a week Total M F M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Search to find a local listing (e.g. restaurant, shop, attraction) 15% 15% 14% 20% 22% 27% 12% 6% 7% 19% 22% 22% 11% 12% 5%Search for ideas on where to go locally 14% 14% 13% 17% 18% 24% 13% 9% 6% 11% 22% 20% 12% 13% 2%Visit the actual place that is listed 13% 14% 12% 17% 17% 21% 13% 6% 11% 17% 19% 16% 9% 6% 7%Read reviews about places that are listed 12% 13% 11% 17% 12% 22% 14% 8% 6% 13% 20% 14% 11% 8% 5%Write a review of a place you have visited 7% 9% 6% 15% 12% 18% 6% 5% 1% 7% 15% 9% 4% 2% 1% 106
  • 107. Mobile Commerce 107
  • 108. Paying for mobile contentQuestion 54: Please look at the following list of content available without advertsthrough your mobile phone / tablet and state which you think you would definitely beprepared to pay a small fee of between 10p-20p to view / listen to which would becharged to your mobile account. This slide explores the propensity Would definitely pay 10-20p Would not pay for this for consumers to make micro- payments for different types of Full-length TV programmes 28% 72% content without adverts through (excl BBC) their mobile phone or tablet. The majority of mobile device owners Streamed Music are unwilling to pay for content 22% 78% even at the level of 10-20p. Preparedness to pay is highest for Electronic versions of full-length TV programmes with 28% 21% 79% magazines saying they would definitely pay a fee of between 10-20p and people Electronic versions of aged 15-19 were most likely to say 19% 81% newspapers this. Over one in five (22%) mobile device owners said they would be prepared to pay 10-20p to stream music and this was highest amongst people aged 15-24. % apply Male Would Pay Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Electro nic versio ns o f magazines 21% 40% 31% 23% 20% 15% 8% 39% 28% 32% 15% 15% 6% Electro nic versio ns o f newspapers 19% 35% 28% 24% 17% 18% 16% 25% 24% 18% 15% 13% 5%Full-length TV pro grammes (excl B B C) 28% 50% 39% 33% 32% 23% 13% 52% 35% 28% 20% 19% 11% Streamed M usic 22% 37% 29% 32% 23% 18% 13% 40% 31% 26% 16% 14% 8% Base: Q54, All respondents that own mobile device (1,729) 108
  • 109. Online purchases through mobileQuestion 55: Which of the following products/services have you purchasedin the last 6 months using your mobile device? % Apply None 63% This slide shows that 37% of those who own a mobile device with Music (downloads, CDs) 19% internet access have made at least Clothes 15% one online purchase using their Cinema tickets 15% mobile device within the last six Groceries 13% months. This is an activity most popular amongst males aged 15-19. Electrical goods 13% The most popular items purchased Household goods 11% on mobile devices are music Travel / Flights 9% (including downloads) (19%), clothes Hotel bookings 9% (15%) and groceries (13%). Healthcare products 7% Other 1% % Apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Travel / Flights 9% 7% 10% 11% 12% 8% 5% 7% 10% 9% 7% 3% Clothes 18% 16% 14% 19% 14% 5% 19% 20% 21% 15% 6% 10% Groceries 8% 16% 15% 15% 16% 4% 8% 20% 17% 14% 8% 7% Electrical goods 18% 15% 18% 19% 17% 12% 8% 9% 11% 8% 9% 5% Music (downloads, CDs) 40% 23% 20% 21% 19% 8% 26% 28% 20% 17% 5% 5% Hotel bookings 8% 5% 12% 13% 14% 10% 2% 1% 12% 8% 4% 6% Household goods 11% 16% 9% 16% 12% 7% 5% 11% 14% 10% 7% 9% Healthcare products 6% 10% 8% 9% 2% 0% 10% 11% 9% 8% 2% 5% Cinema tickets 18% 12% 17% 16% 14% 11% 22% 18% 18% 16% 6% 0% Other (specify) 1% 3% 1% 1% 2% 3% 2% 1% 0% 0% 3% 0% None 49% 58% 57% 53% 62% 71% 60% 56% 60% 72% 77% 86% Base: Q55, All respondents that own mobile device with internet access (1,289) 109
  • 110. Number of mobile purchasesQuestion 56: How many times have you purchased products/services online usingyour mobile phone in the last 6 months? 4% Although 45% of online mobile 1 6% consumers had purchased only one product/service in the previous six months just under a quarter 2 to 4 14% actually made more than five 45% purchases during that period. 5 to 9 10 to 20 20+ 32% % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 1 32% 39% 33% 47% 58% 46% 55% 41% 35% 42% 63% 78% 2-4 40% 37% 34% 26% 23% 31% 26% 36% 40% 35% 26% 18% 5-9 18% 21% 18% 16% 11% 13% 7% 15% 13% 13% 7% 0% 10-20 5% 2% 9% 7% 2% 8% 7% 5% 9% 7% 4% 4% 20+ 4% 2% 6% 4% 6% 2% 6% 3% 4% 3% 0% 0% Base: Q56, All respondents that own mobile device with internet access who purchased products/services on mobile in last 6 months (482) 110
  • 111. Reasons for non-purchaseQuestion 57: Why have you not purchased goods/services using your mobiledevice? % Apply Prefer to use PC/Laptop/Tablet for online 54% Over half (54%) of people who own purchases a mobile phone say they have not purchased anything through their Mobile not connected to internet 26% device online because they prefer using their PC, laptop or tablet. Concerned about security 19% Just over a quarter (26%) have not yet had an opportunity for mobile Hard to use mobile to purchase online 16% purchasing because they do not have internet on their existing Concerned about others seeing card details 9% mobile. Females aged 45-64 were most likely to say this. Never/rarely purchase things on interner 8% Just under one in five (19%) have been put off because of security Other 3% concerns. % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 I prefer to use my PC/Laptop/Tablet for online purchases 60% 56% 47% 60% 62% 55% 53% 59% 64% 52% 52% 40% My mobile isnt connected to the internet 11% 10% 14% 17% 31% 36% 10% 14% 16% 28% 41% 46% Im concerned about security 17% 18% 20% 23% 23% 14% 26% 34% 19% 14% 15% 13% Its hard to use a mobile to purchase products/services online 16% 27% 19% 16% 19% 10% 42% 29% 15% 12% 8% 9% Im concerned about other people seeing my card details 5% 12% 9% 9% 14% 5% 15% 14% 9% 7% 8% 9% I never/very rarely purchase things through the internet 14% 16% 7% 8% 9% 6% 12% 6% 3% 6% 5% 8% Other (specify) 2% 6% 4% 1% 2% 4% 8% 0% 3% 1% 4% 6% Base: Q57, All respondents that own mobile device and not purchased products/services using mobile (1,199) 111
  • 112. Mobile paymentsQuestion 58: In the near future we will be able to use our mobile phones in shops to makesmall payments for purchases. A scanner at the shop counter will automatically deduct thepayment from your account. Does this sound like a more appealing way of paying than usingyour credit / debit card or paying by cash? This slide shows that almost two 9% Yes - Very 15% thirds (64%) of people are either unsure about using their mobile appealing phone to make small payments at the shop counter or find it Yes - Quite unappealing. Females are more appealing likely than their male counterparts to be sceptical (68% vs. 58%). No - Not very 28% appealing Just over a fifth (22%) of males aged 29% 15-19 find mobile payments very No - Not at all appealing. appealing Unsure 19% % apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Yes – Very appealing 9% 22% 13% 13% 11% 3% 3% 11% 9% 15% 9% 4% 2% Yes – Quite appealing 28% 37% 40% 35% 29% 28% 23% 26% 36% 35% 22% 20% 9% No – Not very appealing 19% 16% 17% 19% 16% 19% 15% 17% 22% 17% 23% 22% 22% No – Not at all appealing 29% 8% 16% 18% 29% 38% 47% 26% 17% 21% 29% 38% 49% Unsure 15% 16% 14% 14% 15% 11% 13% 21% 16% 13% 18% 15% 18% Base: Q58, All respondents (1,959) 112
  • 113. Reasons for interest in mobile payments Question 59a: Why do you say this? % Apply Will save time when paying for goods/services 54% The top reason given for interest in mobile payments is that it will save time when paying for Wont have to carry bank cards, wallet, etc 46% goods/services. Not having to carry a wallet / bank Like to keep up with tech developments 28% cards is another popular reason that is mentioned by 46% of those interested. People aged 55-64 areIf have less credit cards hope to be less inclined 21% most likely to say this. to spend moneyLike to have most up to date features on phone 18% Other 1% % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Will save time when paying for goods/services 50% 46% 55% 57% 53% 54% 64% 50% 53% 60% 53% 60% Wont have to worry about carrying bank cards, wallet, etc 45% 41% 34% 47% 47% 70% 54% 34% 43% 43% 67% 74% Like to keep up with technological developments 37% 29% 33% 36% 25% 18% 24% 25% 32% 19% 16% 28% If I have fewer credit cards I hope to be less inclined to spend money 12% 21% 23% 20% 26% 8% 27% 27% 25% 16% 18% 27% Like to have most up to date features on my phone 24% 12% 29% 24% 11% 3% 18% 23% 20% 16% 6% 20% Other (specify) 2% 0% 0% 1% 0% 2% 0% 0% 0% 1% 0% 0% Base: Q59a, All respondents interested in mobile payments (732) 113
  • 114. Reasons for non-interest in mobile paymentsQuestion 59b: Why do you say this? % Apply Security concerns 55% Security concerns is the top reason for non-interest in mobile payments - this is an issue most evident Concerned about what happen if lose phone 41% amongst females aged 55-64. Just over four in ten (41%) are put Dont intend to buy phone soon 32% off by this new service because they are concerned about the implications of losing their mobile Credit cards come with a guarantee 29% device. Need to know more about it 25% Get rewards for using credit card 15% % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Security concerns 42% 45% 55% 50% 54% 47% 57% 65% 62% 54% 57% 60% Concerned about what might happen if I lost my phone 16% 36% 28% 38% 44% 45% 56% 50% 46% 39% 37% 45% I dont intend to buy a new phone anytime soon 20% 17% 26% 33% 35% 43% 25% 25% 19% 28% 38% 42% Credit cards come with a guarantee 13% 29% 24% 34% 41% 43% 23% 19% 30% 21% 25% 29% Need to know more about it 25% 38% 18% 24% 25% 23% 36% 27% 24% 25% 19% 27% I get rewards from using my credit card 4% 16% 20% 18% 24% 18% 8% 4% 14% 11% 13% 15% Base: Q59b, All respondents not interested in mobile payments (931) 114
  • 115. Piracy & DRM 115
  • 116. Awareness of Digital Economy ActQuestion 60: How aware would you say you are of the Digital Economy Act 2010 (DEA)? Only 15% of people claim awareness of the Digital Economy Act (2010). 4% Females aged 55-64 were least Very aware 11% aware of the legislation - more than four fifths (83%) said they are not at all aware. Fairly aware Not that aware 23% Not at all aware 62% % apply M 15-19 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Very aware 9% 11% 7% 5% 3% 2% 8% 3% 3% 1% 0% 1% Fairly aware 11% 29% 22% 16% 6% 9% 4% 14% 13% 5% 3% 3% Not that aware 29% 20% 26% 25% 25% 25% 17% 30% 23% 24% 21% 13% Not at all aware 50% 40% 45% 54% 67% 63% 71% 52% 60% 70% 76% 83% Base: Q60, All respondents (1,959) 116
  • 117. Awareness of Digital Economy ActQuestion 60: How aware would you say you are of the Digital Economy Act 2010 (DEA)? This slide shows that downloaders Very aware Fairly aware Not that aware Not at all aware of unauthorised material are most aware of the Digital Economy Act. However, more than two thirds (68%) of „pirates‟ are unaware. Non- 2% 7% 22% 70% Pirates Pirates 10% 21% 27% 41% Base: Q60, All respondents (1,959) 117
  • 118. Perceived awareness of DEA actionsQuestion 61: Before this survey, how aware would you say you were of the followingactions? Very aware Fairly aware Not very aware Not at all aware When shown the individual actions that the Digital Economy Act allows for the majority are still unaware of Persistent offenders can be taken to court 15% 29% 21% 34% these. Internet acces of repeat offenders can be suspended 14% 25% 22% 39% Letters can be sent notifying ISP subscribers that internet connection being used to 14% 24% 22% 40% infringe copyright Internet access of persistentoffenders can be slowed down 11% 21% 27% 41% Base: Q61, All respondents (1,959) 118
  • 119. Perceived awareness of DEA actionsQuestion 61: Before this survey, how aware would you say you were of the followingactions? Awareness amongst Pirates Awareness levels of the individual Very aware Fairly aware Not very aware Not at all aware actions that can be used against downloaders of unauthorisedLetters can be sent notifying ISP subscribers that their 24% 30% 21% 25% content are highest amongstinternet connection is being used to infringe copyright pirates. However, there are never Persistent offenders can be taken to court 20% 36% 23% 22% more than a quarter of pirates with a high awareness level of any single Internet access of repeat offenders can be slowed measure. 16% 30% 28% 26% downInternet access of repeat offenders can be suspended 17% 34% 22% 27% Awareness amongst Non-Pirates Very aware Fairly aware Not very aware Not at all aware Persistent offenders can be taken to court 13% 27% 21% 39% Internet access of repeat offenders can be suspended 12% 22% 22% 44%Letters can be sent notifying ISP subscribers that theirinternet connection is being used to infringe copyright 10% 21% 22% 47% Internet access of repeat offenders can be slowed down 8% 17% 27% 48% Base: Q61, All respondents (1,959) 119
  • 120. Perceived awareness of DEA actions Question 61: Before this survey, how aware would you say you were of the following actions? % apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Very aware 26% 26% 17% 20% 12% 8% 15% 19% 12% 10% 7% 4%Letters can be sent notifying ISP subscribers Fairly aware 19% 31% 33% 28% 22% 22% 23% 26% 28% 16% 17% 15%that their internet connection is being used to infringe copyright I was not very aware 15% 19% 24% 19% 27% 26% 18% 20% 26% 24% 22% 20% I have never heard of this before 40% 24% 26% 32% 39% 44% 43% 35% 33% 51% 54% 62% Very aware 17% 26% 18% 20% 17% 10% 18% 18% 11% 12% 10% 9% Fairly aware 33% 33% 31% 36% 25% 32% 27% 41% 36% 18% 24% 23% Persistent offenders can be taken to court I was not very aware 18% 19% 27% 15% 24% 20% 24% 15% 23% 26% 23% 16% I have never heard of this before 32% 22% 24% 29% 34% 38% 32% 26% 31% 44% 43% 52% Very aware 20% 23% 14% 16% 11% 7% 10% 10% 8% 5% 4% 6% Internet access of repeat offenders can be Fairly aware 21% 28% 28% 30% 21% 20% 12% 24% 25% 10% 12% 13% slowed down I was not very aware 17% 23% 30% 22% 29% 26% 34% 31% 29% 33% 30% 21% I have never heard of this before 41% 26% 27% 32% 39% 47% 45% 35% 38% 51% 54% 60% Very aware 19% 22% 15% 18% 14% 14% 13% 14% 12% 9% 8% 9% Internet access of repeat offenders can be Fairly aware 28% 31% 31% 33% 25% 23% 25% 28% 26% 16% 19% 18% suspended I was not very aware 14% 21% 28% 19% 25% 20% 21% 20% 26% 27% 21% 17% I have never heard of this before 39% 26% 25% 30% 36% 42% 41% 38% 36% 49% 52% 55% Base: Q61, All respondents (1,959) 120
  • 121. Future preventative measuresQuestion 62: Which of the following would you do to protect yourself from these actions? Do nothing 42% We asked consumers what preventative action they would take Monitor friends/family internet activity at home 20% to protect themselves against the Digital Economy Act. Introduce parental controls on internet access 18% One in five said they would monitor Hide your IP address 14% internet activity at home to ensure no illegal activity takes place, while Give my children money to purchase content legally 11% just under a fifth (18%) of people Use alt means to access unauthorised content 9% said they would introduce parental controls. Other 6% 42% said they would do nothing. Download unauth files in encrypted format 5% Comparisons between pirates and non-pirates are shown on the next page. % apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64Do nothing 42% 33% 42% 45% 46% 45% 54% 38% 37% 42% 37% 42% 40%Monitor friends/family internet activity 20% 21% 13% 20% 20% 17% 12% 22% 23% 19% 23% 22% 25%Introduce parental controls on internet access and usage 18% 20% 11% 16% 15% 18% 12% 18% 24% 20% 26% 19% 13%Hide your IP address 14% 25% 23% 18% 15% 12% 17% 10% 14% 12% 11% 9% 11%Give my children money to purchase content legally 11% 14% 14% 15% 8% 7% 5% 19% 14% 10% 12% 9% 5%Use alternative means to access unauthorised content 9% 15% 18% 14% 8% 10% 7% 9% 10% 13% 5% 4% 4%Other 6% 0% 2% 2% 4% 6% 8% 4% 5% 5% 8% 14% 16%Continue to download unauth files only in an encrypted format 5% 6% 7% 9% 7% 4% 3% 7% 6% 6% 1% 1% 1% Base: Q62, All respondents (1,959) 121
  • 122. Future preventative measuresQuestion 62: Which of the following would you do to protect yourself from these actions? Unsurprisingly pirates were more likely than non-pirates to say theyPirates Non-Pirates will take actions to protect Do nothing themselves, such as hide their IP address (23% vs. 11%) or download Hide your IP address in an encrypted format (14% vs. 1%). 2% Monitor friends/family 8% 16% internet activity 31% 18% 13% Continue to download 46% only in an encrypted format 10% Use alternative means 21% 23% 5% Give my children money to purchase 1% 21% 11% 14% 18% legally Introduce parental controls Other Base: Q62, All respondents (1,959) 122
  • 123. Attitudes towards piracy Question 63: Do you agree or disagree with the following statements? Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Not sure % Agree If someone uses the internet to repeatedlybreak the law despite warnings to stop then 62% its right that their internet connection 34% 28% 20% 5% 4% 10% Amongst all respondents just over should be suspended six in ten (62%) say that more should be done to stop websitesI understand what copyright is there for and 70% 33% 37% 17% 3%1% 9% what it protects that promote or allow piracy, while 61% say it is important to protect More should be done to stop websites that the creative industries from piracy. 33% 29% 21% 4% 4% 9% 62% promote or allow piracy The same attitudes filtered by those Its better to block access to websites that who regularly or occasionally pirate allow piracy than taking action against 31% 30% 22% 4% 2% 11% 61% content is provided on the next individual Internet users page. I can get all the content I want from legal services 30% 29% 21% 5% 4% 11% 59% I understand that if I use the Internet tobreak the law, my ISP can reveal my identity 29% 34% 19% 4% 3% 10% 64% so that action can be taken against me If someone has their internet connection suspended they should be barred from signing up with another internet provider 28% 25% 22% 7% 6% 12% 54% until their suspension period has ended It is important to protect the creative industries from piracy 28% 33% 23% 5% 2% 9% 61% Its fair to slow down my Internet speed if I continue to download or stream unauthorised content after receiving 3 25% 32% 21% 6% 6% 11% 57% warnings from my ISP In future I will use a tool to hide my IP address to make it harder for me to be 8% 13% 29% 15% 20% 16% 21% identified Base: Q63, All respondents (1,959) 123
  • 124. Attitudes towards piracy Question 63: Do you agree or disagree with the following statements? Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Not sure % Agree This page filters the attitudes by Its better to block access to websites that allow piracy than taking action against individual Internet users 25% 32% 25% 6%3% 9% 57% those who regularly or occasionally pirate content. I understand that if I use the Internet to break the law, my ISP can reveal my identity so that action can be 22% 33% 26% 6% 5% 7% 55% Pirates are more likely than average taken against me to agree that in the future they will use a tool to hide their IP address to I understand what copyright is there for and what it protects 22% 38% 24% 6%2% 8% 60% make it harder to be identified – 37% say they will do this. More should be done to stop websites that promote or allow piracy 20% 27% 30% 7% 7% 9% 47% Although pirates are less likely than average to agree with all otherIf someone uses the internet to repeatedly break the law statements the difference was only despite warnings to stop then its right that their 19% 29% 28% 8% 6% 10% 48% internet connection should be suspended 4% for the statement „it‟s better toIf someone has their internet connection suspended they block access to websites that allow should be barred from signing up with another internet 17% 25% 27% 11% 10% 10% 42% piracy than taking action against provider until their suspension period has ended individual‟. I can get all the content I want from legal services 16% 29% 28% 13% 6% 9% 45% Its fair to slow down my Internet speed if I continue todownload or stream unauthorised content after receiving 16% 33% 26% 6% 9% 10% 49% 3 warnings from my ISP It is important to protect the creative industries from piracy 16% 32% 32% 7% 4% 9% 48% In future I will use a tool to hide my IP address to make it harder for me to be identified 14% 23% 33% 12% 6% 12% 37% Base: Q63, All who reg/occ pirate any content (555) 124
  • 125. Attitudes towards piracy2011 vs. 2010 Comparison % pts % agree with statement Total 2010 Total 2011 Diff (10-11) If someone uses the internet to repeatedly This slide compares the level of break the law despite warnings to stop then agreement with the piracy its right that their internet connection statements in 2010 and 2011 and should be suspended 55% 59% +4% shows that hostile attitudes have I understand what copyright is there for and remained high. what it protects 67% 68% +1% More should be done to stop websites that promote or allow piracy 55% 58% +3% Its better to block access to websites that allow piracy than taking action against individual Internet users 52% 59% +7% I can get all the content I want from legal services 58% 57% -1% I understand that if I use the Internet to break the law, my ISP can reveal my identity so that action can be taken against me 59% 61% +2% It is important to protect the creative industries from piracy 55% 58% +3% Its fair to slow down my Internet speed if I continue to download or stream unauthorised content after receiving 3 warnings from my ISP 50% 55% +5% If someone has their internet connection suspended they should be barred from signing up with another internet provider until their suspension period has ended 44% 51% +7% In future I will use a tool to hide my IP address to make it harder for me to be identified 19% 21% +2% Base: Q63, All respondents aged 15-54 (1,647 in 2011 and 1,592 in 2010) 125
  • 126. Legalising piracy websitesAmongst regular or occasional piratesQuestion 64: If you could continue to download content from your preferredunauthorised site but it would be legal if you paid a fee which of the following wouldyou do? Amongst those who regularly or occasionally pirate almost half (48%) say they would pay a small monthly fee to continue to download content from their favourite unauthorised Pay a small monthly fee service. to continue with my 16% This compares to 36% who say they would favourite service switch to another free unauthorised service. People aged 20-24 are most likely to switch to another unauthorised service (46%). Switch to another 48% unauthorised service that was free Other 36% % apply Total Male Female M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64 Pay a small monthly fee 48% 50% 44% 59% 42% 49% 55% 43% 50% 36% 37% 54% 45% 50% 51% Switch to another 36% 36% 37% 28% 45% 35% 32% 46% 21% 42% 47% 33% 30% 25% 16% unauthorised service Other 16% 14% 19% 13% 13% 15% 13% 11% 29% 22% 16% 14% 24% 26% 33% Base: Q64, All who reg/occ pirate any content (555) 126
  • 127. Legalising piracy websites2011 vs. 2010 Comparison Since 2010 there has been a 4% points increase in the proportion of % pts pirates who would pay a small % apply Total 2010 Total 2011 Diff monthly fee to continue with their (10-11) favourite service. Pay a small monthly fee to continue with my favourite service 44% 48% +4% Switch to another unauthorised service that was free 36% 36% 0% Other 20% 16% -4% Base: Q64, All aged 15-64 who reg/occ pirate any content (534 in 2011 and 438 in 2010) 127
  • 128. e-Book PiratesProfile of e-Book pirates – tablet / e-Book reader owners This slide shows that amongst people who own/access a tablet or e-book reader, 36% Yes - Regularly 12% admit that they have illegally downloaded unauthorised copies of e-books. 22% Yes - Occasionally Yes - Rarely 14% No but plan to in next 6 months No and no plan to 10% Unfamiliar 38% 4% % Total Male Female M15-34 M35-64 F15-34 F35-64 Regularly 12% 16% 8% 20% 8% 13% 0% Occasionally 14% 18% 9% 22% 12% 11% 6% Rarely 10% 11% 9% 14% 6% 11% 6% Base: All who own or access tablet/e-book reader (505) 128
  • 129. Contact details:Alexander Ross, Wiggin, Partner – Music, Publishing and Technology+44 (0) 20 7927 9671 alexander.ross@wiggin.co.ukRussell Hart, CEO, Entertainment Media Research+44 (0) 20 7240 1222 russell.hart@entertainmentmediaresearch.comGareth Edwards, Senior Research Manager, Entertainment Media Research+44 (0) 20 7240 1222 shaun.austin@entertainmentmediaresearch.comPatrick Johnston, Business Development, Entertainment Media Research+44 (0) 20 7240 1222 patrick.johnston@entertainmentmediaresearch.com 129

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