2011 Digital Entertainment SurveyFull report
Wiggin is one of the UK‟s leading media law firms. Recognised by many as the best inthe media business, Wiggin is a specia...
Contents     Introduction                                4     Methodology & sample profile                5     Preface  ...
Introduction We are very pleased to present our fourth Digital Entertainment Survey, a comprehensive annual audit of enter...
Methodology • The findings are based on a large-scale online survey of 1,959 UK respondents,   representative of the natio...
Sample profile                            Weighted                               %         Male 15-19           6%        ...
Preface: The future of media We certainly live in challenging and exciting times. Disruption is a constant companion; perm...
Preface (continued) This shift is impacting all media, starting with music (see Spotify, Simfy, Rdio etc), movies and TV s...
Headline findings                    9
The increasing popularity of e-bookpiracyThe Digital Entertainment Survey 2011 has established that the rising popularity ...
The must-have gadget: tabletsThe Digital Entertainment Survey has established that the tablet has become the must-have gad...
Commercialisation of FacebookThe survey reveals that the popularity of social networks in their current form may be close ...
The continued rise of mobile internetuse and commerceThe survey reveals that there has been considerable growth in the num...
Initial scepticism towards mobilepaymentsThe research shows that almost two thirds (64%) of people are sceptical about usi...
The continued rise of online videoThe research reveals that over three quarters of respondents (78%) watch online videos.T...
Considerable interest in YouviewDespite the delay in the launch of Youview, the survey indicates that there will be consid...
Piracy The judicial review of the Digital Economy Act has completed, although the prospects of an appeal remain as we go t...
Entertainment anddigital activity audit                         18
Entertainment activity auditTop 25 of 49   Question 3: Please tell us whether you do   any of these leisure activities?  R...
Entertainment activity auditTop 25 of 49    Question 3: Please tell us whether    you do any of these leisure activities? ...
% Do regularly                               To tal   M1 9                                                                ...
Tracking those regularly doing each activity Top 15                                                                       ...
Tracking those regularly doing each activity 16-30                                                                        ...
Tracking those regularly doing each activity 31-46                                           2011         2010      2009  ...
Biggest moversThose doing each activity regularly 2011 vs. 2010                                                    % Point...
Futuretrends         26
Future intentions                                                (Among those doing each activity)Top 25    Question 6: An...
Future intentions                                                 (Among those doingeach activity)              Question 6...
Technology ownership                       29
Technology ownedTop 20 of 34    Question 7: Please tick which of the following devices you currently    own or are serious...
Technology owned21 to 34   Question 7: Please tick which of the following devices you currently   own or are seriously con...
Technology owned  Question 7: Please tick which of the following devices you currently  own or are seriously considering b...
Consumer spend with £1,500 budgetQuestion 9: Imagine that you have up to £1,500 of your own hard-earned cash to spend on c...
Consumer spend with £1,500 budgetQuestion 9: Imagine that you have up to £1,500 of your own hard-earned cash to spend on c...
Movies         35
Frequency of watching newrelease moviesQuestion 8A: How often do you watch new release movies?                            ...
How watch new release moviesQuestion 8B: How do you watch new release movies?        All the time             Mostly      ...
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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.
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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Digital Entertainment Survey 2011

  1. 1. 2011 Digital Entertainment SurveyFull report
  2. 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. 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. 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. 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. 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. 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. 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. 9. Headline findings 9
  10. 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. 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. 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. 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. 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. 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. 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. 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. 18. Entertainment anddigital activity audit 18
  19. 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. 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. 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. 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. 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. 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. 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. 26. Futuretrends 26
  27. 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. 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. 29. Technology ownership 29
  30. 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. 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. 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. 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. 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. 35. Movies 35
  36. 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. 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

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