Trust in the Entertainment Industry: Consumer Behaviour in an Era of Social Entertainment Thursday 20 May 2010
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Trust in the Entertainment Industry:Consumer Behaviour in an Era of Social Entertainment
Thursday 20 May 2010
Methodology
Trust in Entertainment Industry• Fourth annual study• This study was conducted by international research firm, StrategyOne, a
subsidiary of Edelman.• Surveys were conducted online from March 8, 2010 through March 10, 2010
using the field services of Authentic Response, Inc.
• 552 respondents in the UK ages 18-54• 515 respondents in the US ages 18-54• Margin of error is +3.3% in total and +4.3% for each country in 95 out of 100
cases
Trust Barometer• Tenth annual study• 4,875 people in 22 countries of which 1,800 in Europe• Ages 25 to 64• College-educated• In top 25% of household income per age group in each country• Report significant media consumption and engagement in business news and
public policy• U.S.: 500 Informed Publics (100 ages 25-34 and 400 ages 35-64)
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TV and Internet the Most Dominant Entertainment Sources in the UK and US
TV/Television Internet/Web Radio Music/CDs Cinema/Theater
Movies/Film DVD0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
57%
30%
17% 17% 14% 12% 11%
58%
32%
17% 14%6%
28%
5%
UK USAll other mentions less than
10%
Sources of Entertainment
Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK
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59%
42%
29%20% 19%
9% 9%
54%
27% 29%20%
8% 5%10%
In US internet surges but TV most frequent “source of entertainment”
Sources of Entertainment – US (ages 18-34)
2010 2009
Up 15%
Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK
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Less dramatic increase in the UKSources of Entertainment – UK (ages 18-34)
TV/ Tele-vision
Internet/ Web
Music/ CDs Movies/ Films
Cinema/ Theater
Movies Radio0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
44%
26%19%
14% 12%8%
52%
24%18%
30%
8%NA NA NA
2010 2009
Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK
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UK Consumers will pay for what’s most important to them
Portable
Easy Access
Ease of purchase
Quality
Hours of entertainment
Enjoyment
53%
59%
59%
67%
65%
70%
59%
73%
76%
78%
78%
81%
Being one of the first to have new entertainment
Having unrestricted ability to share or make copies of the entertainment legally
Popularity of the entertainment
43%
48%
44%
40%
49%
51%
Important
Willing to pay for
MOST IMPORTANT LEAST IMPORTANT
Q: How important are each of the following things to you, personally, when you are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too important or not important at all? (Top 2 Box) Respondents ages 18-54 in the UKQ: Thinking about these same items, would you be willing to pay a little, a lot or nothing at all for each one to access your entertainment? (Top 2 Box) Respondents ages 18-54 in the UK
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Total Ages 18-24 Ages 25-34 Ages 35-49 Ages 50-540%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
56%61% 64%
56%
30%
58%
73% 71%
50%43%
% Yes
Social Networks emerge as a form of Entertainment
UK US
Q: . Do you consider social networking sites to be a form of entertainment? Respondents ages 18-54 in the US and UK
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The value of Social Networking % Who believe each provides “excellent” or “very good” value
Social network-ing sites
Film produc-ers/movie
studios
Music com-panies
Gaming companies
Cable televi-sion providers
Satellite television providers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
30%26% 24% 23%
19%23%
40% 37% 34% 32% 32% 31%
UK US
Q: Thinking about the entertainment provided by each of the following entities, do you think in general they provide excellent, very good, good, fair or poor value in entertainment? (Top 2 Box, Excellent/Very Good Value) Respondents ages 18-54 in the US
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None of the above
Privacy of my personal information
Visual or sound quality of the entertainment
The ability to access the entertainment on the device of my choice
The ability to access the entertainment on multiple devices
The ability to share the entertainment
Advertisement-free entertainment
20%
11%
10%
20%
32%
35%
44%
16%
13%
14%
29%
40%
43%
47%
What are consumers willing to sacrifice for free entertainment?
UK US
Q: Which of the following would you be willing to sacrifice in order to get your entertainment for free? Please select all that apply. Respondents ages 18-54 in the US and UK
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Top-of-mind Entertainment Companies
Retailers
Magazines
Resort destinations
Computers/Computer companies
Movies/theatre
Internet sites
Television/TV shows
Music/radio/recording companies
Other
Media Conglomerate
TV networks
Film Studios/Hollywood
1%
1%
1%
2%
2%
2%
3%
3%
5%
10%
33%
39%
Pubs/ Clubs/ Nightclubs
Retailers
Resort destinations
Computers/ Computers companies
Music/radio/recording companies
Other
Film Studios/Hollywood
1%
1%
1%
1%
1%
2%
2%
3%
5%
7%
9%
14%
18%
36%
US UK
Q: When you think about the entertainment sector, which companies come to mind? Please mention any companies that you can think of. Respondents ages 18-54 in the US and the UK
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Surprising reputational factors matter
Delivers consistent financial returns to investors
Has highly-regarded and widely admired top leadership
Is an innovator of new products, services or ideas
Communicates frequently and honestly on the state of its business
Is a company I can trust
Offers high quality products or services
34%
36%
37%
38%
44%
46%
47%
50%
52%
52%
58%
58%65%
65%
61%
61%
62%
54%
48%
51%
55%
49%
44%
44%
Important Reputation Factors – UK US
Q: How important are each of the following factors to the overall reputation of a company in the entertainment industry? Please use a scale of 1 to 9 where 1 means it is not important at all and 9 means it is extremely important. (Top 2 Box) Respondents ages 18-54 in the UK
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Trust in the Entertainment Industry: 2008 – 2010
Trust in the entertainment industry rebounded in the US over the past year
UK US
31% 32%29%
17%
34% 34%
Consumers(Ages 18-34)
2008 2009 2010
UK US
54%
68%
56%
39%
68%
55%
Informed Publics*(ages 25-34)
2008 2009 2010
Q: To what extent do you trust businesses in the entertainment industry to do what is right? Top 2 Box: Total trust; Respondents ages 18-34 in the US and UK*Source: 2010 Edelman Trust Barometer. Please tell me how much you TRUST businesses in each of the following industries to do what is right using a 9-point
scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL”. Top 4 Box: Total trust; Informed publics ages 25-34 in the US and UK
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UK Entertainment Spending
A lot more
money6%
A little more
money18%
About the
same amount
of money
42%
A little less
money23%
A lot less money
12%
2009Age 18-34 spending
compared to a year ago
A lot more money
12%
A little more
money29%
About the same
amount of money
41%
A little less
money10%
A lot less money8%
2010Age 18-34 spending
compared to a year ago
Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the UK
(2009 wording: Are you currently spending more money, less money, or about the same amount on entertainment as you did a year ago?)
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US Entertainment Spending
A lot more money
6%
A little more
money24%
About the
same amount
of money
41%
A little less
money20%
A lot less money9%
2010Age 18-34 spending
compared to a year ago
A lot more
money5%
A little more
money15%About the
same amount
of money36%
A little less
money23%
A lot less money
20%
2009Age 18-34 spending
compared to a year ago
Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US
(2009 wording: Are you currently spending more money, less money, or about the same amount on entertainment as you did a year ago?)
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-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
31% 37%
-30%-16%
Consumer attitudes towards social networks impact spend
Spend more
Spend less
USSocial
networking IS entertainment
UKSocial
networking IS entertainment
2010. Avg SpendTrusters $49Distrusters
$43
2010. Avg SpendTrusters £26Distrusters £24
SPEND MORE
SPEND LESS
Q: . Do you consider social networking sites to be a form of entertainment? Respondents ages 18-54 in the US and UKQ. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-
34 in the US and UK
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Consumer attitudes towards trust impacts spend
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
37% 44%
-29%-16%
USTrust
Entertainment Companies
UKTrust Entertainment
Companies
2010. Avg SpendTrusters $47Distrusters $43
2010. Avg SpendTrusters £28Distrusters £22
Spend more
Spend less
SPEND MORE
SPEND LESSQ: To what extent do you trust businesses in the entertainment industry to do what is right? Top 2 Box: Total trust; Respondents ages 18-34 in the US and UK*Source: 2010 Edelman Trust Barometer. Please tell me how much you TRUST businesses in each of the following industries to do what is right using a 9-point
scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL”. Top 4 Box: Total trust; Informed publics ages 25-34 in the US and UK
Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US and UK
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Building trust in era of “social entertainment” requires a mosaic approach
1. Listen with new intelligence
2. Participate in conversation
3. Create and co-create content
4. Socialize media
5. Champion open advocacy
6. Build active partnerships
7. Embrace complexity
Edelman Social Entertainment 2010
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