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Designing the Future of Entertainment 2013 Global Entertainment Study Follow @EdelmanPR, @EdelmanSig & @Matter_Inc Join the conversation: #EdelEnt
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2013 Edelman Global Entertainment Study - Brazil

Oct 17, 2014

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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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Page 1: 2013 Edelman Global Entertainment Study - Brazil

Designing the Future of Entertainment2013 Global Entertainment Study

Follow @EdelmanPR, @EdelmanSig & @Matter_IncJoin the conversation: #EdelEnt

Page 2: 2013 Edelman Global Entertainment Study - Brazil

Margin of error = ±1.22% at 95% confidence interval

MethodologySeventh 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 occurredApril 1 – 12, 2013

Online survey

KEY

Stats noted as global-or-region-specific

@gailfbecker

Page 3: 2013 Edelman Global Entertainment Study - Brazil

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 MeSocialEntertainment

All About MeShare ThisGateway to Individuals

Globalization of Entertainment

@gailfbecker

Page 4: 2013 Edelman Global Entertainment Study - Brazil

ENTERTAINMENT GOES GLOBAL

@gailfbecker

Page 5: 2013 Edelman Global Entertainment Study - Brazil

5Q8 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.

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 relatedto my entertainment

Interact in real time with what I am watching

Use social networks to interact with talentfrom the entertainment I like

Vote for my favorite contestants on realityTV or music talent shows

Watch content while simultaneously usingmy personal device to buy merchandise

88%

73%

70%

65%

63%

61%

60%

@gailfbecker

Page 6: 2013 Edelman Global Entertainment Study - Brazil

6Q8 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.

Emerging markets are especially engaged

% Likely TOTALUNITED 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

Page 7: 2013 Edelman Global Entertainment Study - Brazil

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?

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%EXPERIENCEENHANCERS

@gailfbecker

Page 8: 2013 Edelman Global Entertainment Study - Brazil

8Q24-25 Please indicate your level of agreement, when it comes to entertainment content…

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

Page 9: 2013 Edelman Global Entertainment Study - Brazil

SHARING IS FUNDAMENTAL TO THE ENTERTAINMENT EXPERIENCE

Page 10: 2013 Edelman Global Entertainment Study - Brazil

10Q16 Generally speaking, how likely are you to use social media to share content about each of the following?

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

Page 11: 2013 Edelman Global Entertainment Study - Brazil

11Q21 How likely are you to use social media to share your opinion of entertainment content when you…

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%

Page 12: 2013 Edelman Global Entertainment Study - Brazil

12Q23 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)

In Brazil,people aremore 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

Page 13: 2013 Edelman Global Entertainment Study - Brazil

ANYTIME, ANYWHERE ACCESS IS HERE

Page 14: 2013 Edelman Global Entertainment Study - Brazil

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

#1U.S., U.K., India, Brazil, Germany

#2U.S., U.K., India,Brazil, Germany

#5Brazil

@gailfbecker

#3U.S.,U.K., Brazil, Germany, Korea

#4Brazil

Page 15: 2013 Edelman Global Entertainment Study - Brazil

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

#3 Brazil

Page 16: 2013 Edelman Global Entertainment Study - Brazil

CONSUMERS’ MOTIVATORS ARE UNIVERSAL

Page 17: 2013 Edelman Global Entertainment Study - Brazil

17Q11 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

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

Page 18: 2013 Edelman Global Entertainment Study - Brazil

18

85%

81%

75%

72%

66%

65%

60%

58%

56%

56%

54%

51%

47%

Spending DriversShown: % 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?

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%

Page 19: 2013 Edelman Global Entertainment Study - Brazil

19

91%

85%

76%

74%

77%

89%

86%

80%

75%

72%

88%

82%

79%

74%

67%

58%

Spending DriversShown: % Extremely/Somewhat Important

2013

2012

2011

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.)

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

Page 20: 2013 Edelman Global Entertainment Study - Brazil

20

48%

31%

42%

17%

50%

43%

41%

31%

52%

47%

46%

45%

43%

41%

39%

Spending DriversShown: % Extremely/Somewhat Important

2013

2012

2011

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.)

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 makecopies of the entertainment legally

Being one of the first to enjoy new entertainment

@gailfbecker

Page 21: 2013 Edelman Global Entertainment Study - Brazil

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

Page 22: 2013 Edelman Global Entertainment Study - Brazil

#EdelEnt

Page 23: 2013 Edelman Global Entertainment Study - Brazil

CONTINUE THE CONVERSATION…

Daniel Rimoli: @danielrimoliHead of Digital; Edelman Significa

Gail Becker: @gailfbeckerPresenter; Edelman

Elizabeth Saad: @bethsaadUniversidade de São Paulo

Roberto Schmidt: @robertoschmidtGloboTV

Page 24: 2013 Edelman Global Entertainment Study - Brazil

Let’s talk:

Daniel Rimoli (Edelman Significa)

Gail Becker (Edelman)Elizabeth Saad (USP)

Roberto Schmidt (Globo TV)Otto Stoeterau (Norton)