This document discusses how audiences share and discuss entertainment content after experiencing it. It finds that 89% of people will take action like commenting if they enjoyed a piece of content, while 74% will if they did not enjoy it. The most common actions people take are telling friends or family about the content, searching for more information, and liking or commenting about it on social media. However, people generally do not like frictionless sharing of content through automatic notifications and would find unsolicited brand recommendations on social media invasive.

1. How audiences share and discuss
entertainment content
Consumers are more likely to comment about a piece of entertainment content after they have watched, listened to or played it
89% will take action if they DID ENJOY
a piece of entertainment
74% will take action if they DON’T ENJOY
a piece of entertainment
Use Facebook to
Tell a friend 66% Discuss Entertainment 53% Tell a friend
Tell a family member 65% Content: 51% Tell a family member
50% 58%
Search for more information 33% 23% Comment about it on Facebook
“Like” it on Facebook 34% 11% “Tweet” about it on Twitter
Share a link about it on a social network site 26% 10% Share a link about it on a social network site
“Tweet” about it on Twitter 11% 9% Write a negative review on a site (e.g. Rotten Tomatoes)
“Check-in” to an app or website (e.g. GetGlue, Zeebox) 5% 5% “Check-in” to an app or website (e.g. GetGlue, Zeebox)
Preferences for Interacting with Entertainment
% Strongly / Somewhat Agree
“I would like to use my computer to “I would like to use social networks “I would like to use my mobile phone
access additional online content such as Facebook or Twitter to interact or portable device to interact with
related to my entertainment” with entertainment” entertainment”
51% 36% 31%
The biggest shift in preferences is being able to use social networks to interact with entertainment, such as voting on favourite contestants
Audiences DO NOT like Frictionless Sharing
20%
Likelihood of Using
Automatic Notifications 20%
Likely
Neither likely or unlikely
59%
Unlikely
Is there an appetite for brands to automatically
recommend content?
Britons are more likely to find brand recommendations
on a social network invasive,
whereas Americans would appreciate the recommendation
Data taken from Edelman Value and Engagement in an Era of Social Entertainment and Second Screens.
For more info visit: www.edelmaneditions.com/2012/06/socialent/