Edelman Global Entertainment Studie 2013

2013 Global Entertainment Survey

Margin of error = ±1.22% at

95% confidence interval

Methodology

Seventh annual Digital Entertainment & Technology survey, which has

expanded this year to include eight global markets: U.S., U.K., India, Brazil,

China, Germany, Turkey and Korea

ACCURACY HOW WHEN

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

Seven years of research – Global expansion

2005–2007 2007–2009

2009–2011

2011–2013

2013–Present

Global Digital

Entertainment,

Rights and

Technology

Digital

Entertainment

and Technology

Come Play

Multimedia Me Social

Entertainment

All About Me Share This Gateway to

Individuals

Globalization of

Entertainment

ENTERTAINMENT

GOES GLOBAL

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%

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

INDIA

BRAZIL

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% 88% 86% 81% 81% 71% 56%

Access additional online content related

to my entertainment 70% 62% 58% 87% 81% 79% 66% 57% 66%

Interact in real time with what I am

watching 65% 47% 47% 86% 77% 81% 73% 46% 60%

Use social networks to interact with talent

from the entertainment I like 63% 51% 48% 85% 75% 74% 74% 45% 55%

Vote for my favorite contestants on reality

TV or music talent shows 61% 49% 40% 82% 69% 83% 63% 34% 65%

Watch content while simultaneously using

my personal device to buy merchandise 60% 49% 45% 80% 73% 75% 60% 43% 51%

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

Seven-in-ten enhance entertainment by simultaneously using another device

96% HAVE SIMULTANEOUSLY USED

ANOTHER DEVICE WHEN WATCHING

ENTERTAINMENT, AND 51% DO SO

“ALWAYS” OR “MOST OF THE TIME.”

70% EXPERIENCE ENHANCERS

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.”

SHARING IS FUNDAMENTAL

TO THE ENTERTAINMENT

EXPERIENCE

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

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%

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

Globally, people are more likely to share positive than negative experiences

5x

20%

4%

To share joy/satisfaction

To warn others not to

waste time or money

on content that is not

entertaining

ANYTIME, ANYWHERE

ACCESS IS HERE

14

Television is still the device of choice for entertainment; laptops and mobile are gaining ground

#1

China, Korea

#2

Turkey

#3

India

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

#4

U.S./U.K.

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

CONSUMERS’

MOTIVATORS

ARE UNIVERSAL

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%

Advertisements/Trailers 29%

An entertainment review on television [e.g., Entertainment Tonight, movie

reviewer on local news, etc.] 26%

Professional review/recommendation from a critic [e.g., in a newspaper,

or a 'movie blogger'] 25%

Recommendation from or connection to a brand or product I like 22%

Recommendation from someone I am connected with mostly through social

media but don't know personally 22%

Promotional event 22%

Recommendation from a person you don't know [e.g., celebrity or someone

you follow via social media] 20%

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.) 18

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

48%

31%

42%

17%

50%

43%

41%

31%

52%

47%

46%

45%

43%

41%

39%


2011

2012

2013


the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 19

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

89%

87%

78%

73%

76%

90%

86%

80%

74%

75%

91%

85%

81%

76%

69%

59%


2011

2012

2013


the following things to you, personally, when you are spending money on entertainment content? (Shown: U.K.) 20

U.K. entertainment spending drivers remain steady







47%

29%

14%

34%

45%

41%

23%

33%

48%

46%

46%

44%

39%

39%

38%


2011

2012

2013


the following things to you, personally, when you are spending money on entertainment content? (Shown: UK) 21

Being the first to enjoy entertainment rises in importance







Having unrestricted ability to share or make

copies of the entertainment legally

85%

81%

75%

72%

66%

65%

60%

58%

56%

56%

54%

51%

47%



the following things to you, personally, when you are spending money on entertainment content? 22

Brands are as influential as professional critics in driving entertainment spending











Having unrestricted ability to share or make copies of the entertainment

legally



Emerging markets are leading the way in the globalization of

entertainment - immersing themselves in the experience

though interaction and socialization

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 doing more while enjoying entertainment, they’re also

looking for more ways to interact with their favorite brands

Visual-tainment and socialization makes people feel more

connected and creates a global link

24

Additional slides

90%

84%

80%

75%

68%

59%

47%

50%

45%

45%

40%

41%

39%

83%

74%

58%

62%

48%

47%

40%

41%

39%

42%

38%

25%

24%

83%

81%

77%

73%

69%

70%

69%

65%

64%

63%

63%

61%

56%


US/UK

Germany

Emerging


the following things to you, personally, when you are spending money on entertainment content? 25

US and UK place greater importance on personal preferences than Germany or emerging markets











Having unrestricted ability to share or make copies

of the entertainment legally



26

Demographics

DEMOGRAPHICS US UK INDIA BRAZIL CHINA GERMANY TURKEY KOREA

Male 49% 46% 52% 49% 51% 49% 50% 50%

Female 51% 54% 48% 51% 49% 51% 50% 50%

18-34 45% 45% 74% 60% 58% 40% 72% 46%

35-44 26% 29% 17% 25% 27% 33% 17% 30%

45-54 29% 26% 9% 15% 15% 27% 11% 24%

Secondary

education or less 27% 42% 3% 39% 11% 58% 23% 22%

Any tertiary /

higher education 40% 24% 7% 31% 17% 26% 34% 12%

College /

University

graduate

33% 34% 91% 30% 72% 16% 43% 66%