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2013 Edelman Global Entertainment Study - Brazil

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Edelman’s Global Entertainment Study highlights the importance and prevalence of entertainment in people’s daily lives, and how technology has enabled its consumption and sharing on a global basis. Now in its seventh year, the study, co-commissioned by Edelman and MATTER and fielded by Edelman Berland, has expanded beyond the U.S. and U.K. to include Brazil, China, Germany, India, Korea and Turkey. Here you will find the results focused on the Brazilian market.

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2013 Edelman Global Entertainment Study - Brazil

  1. Designing the Future of Entertainment 2013 Global Entertainment Study Follow @EdelmanPR, @EdelmanSig & @Matter_Inc
  2. Margin of error = ±1.22% at 95% confidence interval Methodology Seventh annual study, which has expanded this year to include eight global markets: U.S., U.K., India, Brazil, China, Germany, Turkey and Korea. The study was conducted by research firm Edelman Berland. ACCURACY HOWWHEN AUDIENCE HOW MANY Adults 18-54 n = 6,500 (1K/market in U.S., U.K., India, Brazil and China; 500/market in Germany, Turkey and Korea) Data weighted to equally represent all countries Data collection occurred April 1 – 12, 2013 Online survey KEY Stats noted as global-or- region-specific @gailfbecker
  3. Seven years of research – Global expansion 2005–2007 2007–2009 2009–2011 2011–2013 2013–Present GlobalDigital Entertainment, Rights and Technology Digital Entertainment and Technology Come Play Multimedia MeSocial Entertainment All About MeShare ThisGateway to Individuals Globalization of Entertainment @gailfbecker
  4. ENTERTAINMENT GOES GLOBAL @gailfbecker
  5. Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting? Q10 Please indicate how likely you would be to engage in the following activities. 5 People want immersive and interactive experiences Watch more than one episode of my favorite TV show in one sitting Try new ways to interact with entertainment Access additional online content related to my entertainment Interact in real time with what I am watching Use social networks to interact with talent from the entertainment I like Vote for my favorite contestants on reality TV or music talent shows Watch content while simultaneously using my personal device to buy merchandise 88% 73% 70% 65% 63% 61% 60% @gailfbecker
  6. Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting? Q10 Please indicate how likely you would be to engage in the following activities. 6 Emerging markets are especially engaged % Likely TOTAL UNITED STATES UNITED KINGDOM BRAZIL INDIA CHINA TURKEY GERMANY KOREA Watch more than one episode of my favorite TV show in one sitting 88% 86% 86% 91% 91% 98% 85% 82% 89% Try new ways to interact with entertainment 73% 62% 59% 86% 88% 81% 81% 71% 56% Access additional online content related to my entertainment 70% 62% 58% 81% 87% 79% 66% 57% 66% Interact in real time with what I am watching 65% 47% 47% 77% 86% 81% 73% 46% 60% Use social networks to interact with talent from the entertainment I like 63% 51% 48% 75% 85% 74% 74% 45% 55% Vote for my favorite contestants on reality TV or music talent shows 61% 49% 40% 69% 82% 83% 63% 34% 65% Watch content while simultaneously using my personal device to buy merchandise 60% 49% 45% 73% 80% 75% 60% 43% 51% @gailfbecker
  7. TEND TO BE: • Male • 8095er • College educated • Constant user of social media • Significantly more likely than average to socialize content about entertainment • Behavior highest among those residing in India, Brazil and China Q6 When watching entertainment content, how often are you simultaneously using another device [e.g. television, computer, smartphone, tablet, etc.]? Q7 How likely are you to use multiple devices while watching entertainment content to enhance your entertainment experience? 7 We are multi-taskers…. and enhancers 96% HAVE SIMULTANEOUSLY USED ANOTHER DEVICE WHEN WATCHING ENTERTAINMENT, AND 51% DO SO “ALWAYS” OR “MOST OF THE TIME.” 70% EXPERIENCE ENHANCERS @gailfbecker
  8. Q24-25 Please indicate your level of agreement, when it comes to entertainment content… 8 Visual-tainment creates global connections Majorities in all countries agree: “I feel more connected to the world at large now because of social media” (62% agree, global) “I’m more open to watching online videos from far-flung places than I was a year ago.” (63% agree, global) “Because of some of the entertainment content I’ve seen from all over the world, I feel humans are more connected than ever before.” (67% agree, global) AGREE DISAGREE (65%) (58%) (54%) (66%) (67%) (60%) (53%) (52%) “In the past year, I have watched/listened to entertainment content in a language that I do not speak.” @gailfbecker
  9. SHARING IS FUNDAMENTAL TO THE ENTERTAINMENT EXPERIENCE
  10. Q16 Generally speaking, how likely are you to use social media to share content about each of the following? 10 People are as likely to share about entertainment as about themselves or their friends Your Family Local/Regional news National/World news Your friends Yourself Entertainment 76% 76% 75% 67% 64% 65% Emerging markets (India, Brazil, China and Turkey); 8095ers; and college graduates lead the trend @gailfbecker 83% 85% 91% 75% 75% 78% Brazil Global
  11. Q21 How likely are you to use social media to share your opinion of entertainment content when you… 11 Useful, popular and funny entertainment is shared around the world - India ranks highest Global Ave. 75% – 77% Useful Love Interesting Funny 66% 66% 65% 64% 89% 89% 88% 88% @gailfbecker 84% 85% 84% 82%
  12. Q23 Which of the following best represents your view? Please rank your top three responses. When I use social media to share content about entertainment, I do it mostly... (Shown: % First choice) 12 In Brazil, people are more likely to share positive than negative experiences 5x 19% 5% To share joy/satisfaction To warn others not to waste time or money on content that is not entertaining @gailfbecker
  13. ANYTIME, ANYWHERE ACCESS IS HERE
  14. 14 Television is still the device of choice for entertainment; laptops and mobile are gaining ground Q3 What device do you most often turn to for entertainment? Please rank your top three responses #1 U.S., U.K., India, Brazil, Germany #2 U.S., U.K., India, Brazil, Germany #5 Brazil @gailfbecker #3 U.S.,U.K., Brazil, Germany, Korea #4 Brazil
  15. 15 Preferred content type varies considerably by country Q5 What type of content do you most often turn to for entertainment? Please rank your top 3 responses. #1 U.S., U.K. #1 Korea#1 Germany#1 India, Turkey #1 Brazil, China @gailfbecker #2 Brazil #4 Brazil #3Brazil
  16. CONSUMERS’ MOTIVATORS ARE UNIVERSAL
  17. Q11 Who or what influences you to… view a program on television; go to a theater to watch a movie; watch a movie on a personal device; watch a Web video online; purchase a new song or album 17 Personal recommendations are the top influencer of entertainment choices Entertainment Consumption Influencers Recommendation from a 'real life' friend or family member 35% 30% Advertisements/Trailers 29% 26% An entertainment review on television [e.g., Entertainment Tonight, movie reviewer on local news, etc.] 26% 24% Professional review/recommendation from a critic [e.g., in a newspaper, or a 'movie blogger'] 25% 24% Recommendation from or connection to a brand or product I like 22% 25% Recommendation from someone I am connected with mostly through social media but don't know personally 22% 24% Promotional event 22% 24% Recommendation from a person you don't know [e.g., celebrity or someone you follow via social media] 20% 21% @gailfbecker
  18. 85% 81% 75% 72% 66% 65% 60% 58% 56% 56% 54% 51% 47% Spending Drivers Shown: % Extremely/Somewhat Important Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? 18 Brands are as influential as professional critics in driving entertainment spending My personal enjoyment of the entertainment Excellent visual or sound quality of the entertainment The hours of enjoyment the entertainment will provide Being able to access the entertainment immediately Being able to purchase the entertainment easily Positive reviews from people I know Popularity of the entertainment The number of devices with which I can access the entertainment Recommendation from or connection to a brand or product I like Positive reviews from professional critics Having unrestricted ability to share or make copies of the entertainment legally Being able to access the entertainment via “the cloud” Being one of the first to enjoy new entertainment @gailfbecker 69% 73%
  19. 91% 85% 76% 74% 77% 89% 86% 80% 75% 72% 88% 82% 79% 74% 67% 58% Spending Drivers Shown: % Extremely/Somewhat Important 2011 2012 2013 Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 19 Drivers remain steady in the U.S. - enjoyment and quality come first. My personal enjoyment of the entertainment Excellent visual or sound quality of the entertainment The hours of enjoyment the entertainment will provide Being able to access the entertainment immediately Being able to purchase the entertainment easily Positive reviews from people I know @gailfbecker
  20. 48% 31% 42% 17% 50% 43% 41% 31% 52% 47% 46% 45% 43% 41% 39% Spending Drivers Shown: % Extremely/Somewhat Important 2011 2012 2013 Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 20 Being the first to enjoy entertainment rises in importance The number of devices with which I can access the entertainment Popularity of the entertainment Recommendation from or connection to a brand or product I like Positive reviews from professional critics Being able to access the entertainment via “the cloud” Having unrestricted ability to share or make copies of the entertainment legally Being one of the first to enjoy new entertainment @gailfbecker
  21. Entertainment is as powerful a social media driver as personal content People’s definition of entertainment brands is changing – opening up the field for new innovations and new players How people watch entertainment has shifted. While they may be multitasking, they're also looking for more ways to interact with it - including with their favorite brands Visual-tainment and socialization creates a global link. Emerging markets are leading the way - immersing themselves in the experience though interaction and socialization @gailfbecker
  22. #EdelEnt
  23. CONTINUE THE CONVERSATION… Daniel Rimoli: @danielrimoli Head of Digital; Edelman Significa Gail Becker: @gailfbecker Presenter; Edelman Elizabeth Saad: @bethsaad Universidade de São Paulo Roberto Schmidt: @robertoschmidt GloboTV
  24. Let’s talk: Daniel Rimoli (Edelman Significa) Gail Becker (Edelman) Elizabeth Saad (USP) Roberto Schmidt (Globo TV) Otto Stoeterau (Norton)

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