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Entertainment in the Era of the Selfie - Edelman 2014

Oct 17, 2014

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Marketing

Edelman’s eighth annual entertainment study explores how and why people consume and share entertainment. The study’s findings highlight people’s expectations for unprecedented control over their entertainment experiences. The study looks at the U.S., UK and China, and was co-commissioned by Edelman and MATTER, and fielded by Edelman Berland.

Learn more: http://edl.mn/edelent

PowerPoint Presentation

ENTERTAINMENTIN THE ERA OF THE SELFIE

JUNE 12, 2014

Follow @EdelmanPR & @Matter_Inc | Join the conversation: #EdelEnt

2AUDIENCE

Adults 18-54

HOW MANY

n=4,000

ACCURACY

Margin of Error= 1.22% at 95%

confidence interval

WHEN

Data Collection Occurred

April 2 16, 2014

HOW

Online Survey Conducted by Research Firm Edelman Berland

Eighth Annual Study

ANNUAL

U.S., UK, China, France

COUNTRIES

ABOUT THE STUDY

EIGHT YEARS OF RESEARCH ENGAGEMENT TAKES CENTER STAGE

20052007 20072009 20092013 2013Present

Entertainment

Selfie-StyleDigital

Entertainment,

Rights and

Technology

Digital

Entertainment

and Technology

Come Play

and Share

Social

Entertainment

Share

This

Gateway to

Individuals

Immediate

Engagement

3

ENTERTAINMENT SELFIE-STYLE

4

CONSUMERS WANT TO ENGAGE

5

TALK ABOUT ENTERTAINMENT WITH

FRIENDS, FAMILY OR CO-WORKERS91%

Shown: % Likely

2013 2014 2013 2014 2013 2014

WATCH MORE THAN ONE EPISODE OF MY FAVORITE TV SHOW IN ONE SITTING

86% 94% 86% 89% 98% 99%

ACCESS ADDITIONAL ONLINE CONTENT RELATED TO MY ENTERTAINMENT

62% 74% 58% 66% 79% 86%

TRY NEW WAYS TO INTERACT WITH ENTERTAINMENT

62% 72% 59% 67% 81% 86%

WATCH CONTENT WHILE SIMULTANEOUSLY USING MY PERSONAL DEVICE TO BUY MERCHANDISE

49% 60% 45% 49% 75% 77%

Q7 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.

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BINGE-WATCHING IS MORE FOR PERSONAL SATISFACTION THAN OUTSIDE PRESSURE

6

Q8 Which of the following describes why you would watch more than one episode of a television show in one sitting? (Asked

of those who have watched more than one episode of a television show in one sitting, n=2,965; Results shown off skip base)

72% 57% 24% 19% 19%KNOW WHAT

HAPPENS NEXTFEEL CAUGHT UP AVOID HEARING ABOUT

IT BEFORE WATCHINGPARTICIPATE IN

CONVERSATIONS TO WATCH IT

BEFORE OTHERS

INTERNAL

EXTERNAL

Click to tweet

WE ARE ALL MULTI-TASKERS

7

Q15 How likely are you to use multiple devices while watching entertainment content to? (Asked of those who always/mostly/sometimes/ rarely use multiple devices, n=2,359; Results shown off skip base)

MULTI-TASK USING ANOTHER DEVICE UNRELATED TO THE

CONTENT YOU ARE WATCHING

83% 81% 83%

Click to tweet

BUT THERE IS AN OPPORTUNITY FOR BRANDS TO PARTICIPATE

8

Q15 How likely are you to use multiple devices while watching entertainment content to? (Asked of those who always/mostly/sometimes/rarely use multiple devices, n=2,864; Results shown off skip base)

DO SOMETHING RELATED TO THE CONTENT 86%

51%

48%

USE AN APP/WEBSITE DESIGNED BY THE CREATOR OF THE ENTERTAINMENT CONTENT

USE AN APP/WEBSITE NOT DESIGNED BY THE CREATOR OF THE ENTERTAINMENT CONTENT

62%

81%

71%

MULTI-SCREEN USAGE IS MOST PROMINENT FOR SPORTS, ENTERTAINMENT EVENTS AND CRISIS

Q16 For which of the following types of content do you use multiple devices while watching entertainment content?

Shown: % Likely

SPORTING EVENT 47% 41%

ENTERTAINMENT EVENT 41% 49%

POLITICAL EVENT 35% 42%

NEW TELEVISION SERIES 32% 41%

NATIONAL CRISIS 36% 39%

NEW MOVIE 23% 38%

THE FIRST EPISODE OF A NEW TV PROGRAM 25% 28%

THE FINAL EPISODE OF A TV PROGRAM 26% 25%

MUSIC CONCERT 19% 27%

9

Click to tweet

IN THE U.S., CONSUMERS PUT DOWN THEIR PHONES WHEN ENTERTAINMENT CONTENT IS EXCITING

10

WHEN CONSUMERS USE ANOTHER DEVICE

13%

18%

21%

66%

44%

46%

WHEN CONSUMERS DO NOT USE ANOTHER DEVICE

N/A

8%

7%

32%

33%

56%

I do not know others who watch the same content

There are no commercial breaks

Content is excitingContent is boring

Watching entertainment with othersWatching entertainment alone

Content is live-broadcast

There are commercial breaks

I know others who watch the same content

Content is live-tweeted

Content is not live-broadcast

Q13 When do you use another device while watching entertainment content? (Asked of those who always/mostly/sometimes/ rarely use multiple devices n=2,666; Results shown off total base)

Q14 When do you NOT use another device while watching entertainment content? (Asked of those who mostly/sometimes/rarely/never use multiple devices, n=2,666; Results shown off total base)

Click to tweet

WHY COMPELLING CONTENT IS IMPORTANT

Actions Taken Over Past 12 Months in Relation to Content

Q23 Thinking back over the past 12 months, have you taken any of the following actions in relation to entertainment companies that produce good or engaging content?

Q24 Thinking back over the past 12 months, have you taken any of the following actions in relation to entertainment companies that produce bad or boring content?

GOOD/ENGAGING CONTENT

53% Recommended to a friend/colleague

41% Paid attention to future content

33% Shared the content with social network

31% Shared positive opinions online

37% Bought products/services

27% Ignored future content

BAD/BORING CONTENT

23% Shared the content with social network

22% Shared negative opinions online

26% Refused to buy products/services

34% Criticized to a friend/colleague

11

SHARING IS FUNDAMENTAL TO TODAYS ENTERTAINMENT EXPERIENCE

EVERY FORM OF CONTENT SOLICITS ENGAGEMENT

13

Q20 How likely are you to use social media to engage when you are doing the following activities?

USER-GENERATED ONLINE VIDEOS 84%

85%

79%

78%

85%

82%

71%

LIVE TV SHOW

SPORTING EVENT

NOT LIVE TV

IMPACT OUTCOME OF TV SHOW

YOUR SOCIAL MEDIA MESSAGE MAY APPEAR ON-SCREEN

FILM IN THEATERS

49%

52%

53%

53%

47%

44%

31%

Q17 Generally speaking, how likely are you to use social media to share content about each of the following?

Q18 Generally speaking, how likely are you to use social media to do each of the following?

14

CONSUMERS SHARE ENTERTAINMENT AS OFTEN AS THEMSELVES, FRIENDS AND FAMILY

Shown: % Likely to share about

Your Family

Local/Regional news

National/World news

Your friends

Yourself

Entertainment Content

67%

+10%

71%

70%

68%

68%

59%

58%

Click to tweet

WHY PEOPLE SHARE IN THE U.S.

15

Express own opinions

Q21 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: % top three choice)

56%

Share excitement

about things in my life 46%

Help turn others on to the

entertainment content I like30%

27%Participate in a dialogue, debate

or discussion with people I know

Warn others not to waste

time or money on content

that is not entertaining22%

Let people know I am

up on the latest thing14%

Gain more followers/to

add to my network7%

Click to tweet

SOCIAL MEDIA CONTINUES TO INSPIRE FEELINGS OF GLOBAL CONNECTION

16

Q22 Please indicate your level of agreement, when it comes to entertainment content

Because of some entertainment

content Ive seen from all over the

world, I feel humans are more

connected than ever before

72% 70% 87%

In the past year, I have

watched/listened to

entertainment in a language that I

do not speak

47% 48% 77%

I consider YouTube a valuable source of entertainment

77% 76% 86%

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TVS AND LAPTOPS ARE THE TOP ENTERTAINMENT DEVICES, TABLETS RISE

#1 U.S., U.K#2#5 China

#1

17

China

U.S., U.K#3

#2 China

U.S., U.K#4

#3 China

U.K

#5 U.S.

Q5 What device do you most often turn to for entertainment? Please rank your top three responses

U.S.,

China

U.K#5

#4

Click to tweet

TV SHOWS TOP CHOICE IN ENTERTAINMENT

Q6 From the list below, what forms of entertainment do you engage with most often?

NOTE: Sports added in 2014; Online videos changed to User-generated online videos in 2014

U.S., U.K.,

China

U.S., U.K.

U.S., U.K., China

U.S., China

#1

#2

#4

#5

18

Click to tweet

SPENDING DRIVERS CONTINUE TO EVOLVE

91%

85%

76%

74%

77%

48%

89%

86%

80%

75%

72%

50%

88%

82%

79%

74%

67%

58%

52%

94%

89%

85%

79%

75%

68%

59%

S