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2013 Edelman Global Entertainment Survey

2013 Edelman Global Entertainment Survey

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Published by Edelman
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.

Learn more: http://edl.mn/118Ho24
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.

Learn more: http://edl.mn/118Ho24

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Published by: Edelman on May 27, 2013
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Edelman Study Finds Social Platforms Expand Entertainment on Global Scale
 
Online entertainment makes people feel more connected 
 
 
Emerging markets driving adoption of interacting with and sharing entertainment content 
 
Majority of respondents share as much about entertainment through social media channels as they do about their family or friends 
Los Angeles
 –
May 29, 2013
 –
 
Nearly two-thirds of respondents in the 2013
Edelman GlobalEntertainment Study
1
agree that watching and sharing entertainment online has increased their sense of global connection. The findings also highlight behavioral similarities and differencesaround entertainment consumption, social media interactions, overall engagement trends anddistinctions between emerging and developed markets. Now in its seventh year, the study, co-commissioned with Matter, Inc., has expanded beyond the U.S. and U.K. to include Brazil, China,Germany, India, Korea and Turkey.
“This year‟s
findings show that the need for shared entertainment experiences is truly global,
said Gail Becker, chair, U.S. Western Region, Canada and Latin America, Edelman.
“Now more
than ever, entertainment is fuelled by mobile and multiscreen access. This concept of 
visual-tainment 
 
breaks down barriers, which increases people‟s
desire to share that content andexperience with others
 –
a trend that is particularl
y true in the emerging markets.”
 
People want an immersive and interactive experience with entertainment
 Around the world, people are eager for more ways to interact with their entertainment, with theemerging markets
 –
Brazil, China, India, Turkey and Korea - leading the trend. Overall, seven-in-ten survey respondents (70 percent) enhance their entertainment experience by simultaneouslyusing another device. Moreover, respondents in emerging markets were more inclined to accessadditional content about their entertainment,
such as deleted scenes, actor bios and “making of”
content (76 percent of respondents in emerging markets vs. 59 percent for the U.S., U.K. andGermany) and interact in real-time with what they are watching (75 percent of respondents inemerging markets vs. 47 percent in the U.S., U.K. and Germany).
“More than ever, people are seeking out immersive experiences through entertainment,” said Jon
Hargreaves, managing director, Technology
, Edelman Europe. “Developing countries are leading
the way in creating great content and building the infrastructure to provide people with accessthat allows them to interact whenever and wherever they want.
The popularity of PSY‟s„Gangnam Style‟ is a great example.”
Online entertainment creates a global link
Online videos and social media have helped create a global connection, according to surveyrespondents. When asked if people felt more connected because of the content they have
Formerly referred to as
“Value & Engagement in the Era of Social Entertainment and Second
Screens
” survey or the “Trust in Entertainment” survey
 
 
watched, two-thirds of respondents in all countries agreed that it did (67 percent agree). In thepast year, respondents were also more open to watching online videos from far-flung places thanthey were a year ago (63 percent) and the majority of respondents in the emerging markets hadwatched or listened to entertainment in a language they do not speak (60 percent of respondentsin emerging markets vs. 41 percent in the U.S., U.K. and Germany).
Entertainment is as powerful a social media driver as personal content
Edelman‟s
sports, entertainment and experiential marketing unit, Matter, Inc., also looked intohow people share entertainment and found that the majority of respondents are eager to sharedetails about entertainment via their social networks. Globally, people who use social media areas likely to share information about entertainment as they are about their own personal lives or about their friends (76 percent share entertainment; 75 percent share about their own lives; 76percent share about their friends). The trend is more pronounced in the emerging markets withmore than 80 percent of respondents in those markets sharing comments, points of view andrecommendations about entertainment.People are also five times more likely to share a positive entertainment experience than anegative one (20 percent of people globally use
social media to share “
 joy/satisfaction
” vs.
4percent who
“warn
others not to watch
”).
  Also of note, brands are as influential as professional critics in driving entertainment spending: 56percent of respondents say they consume entertainment based on recommendations from abrand or product they like, the same percentage as those who based it on a positive review froma professional critic.
Traditional paid advertising is no longer enough for 
today‟s brands,” said Andy Marks, managing
director, Matter,
Inc. “This data underscores
what we increasingly see: brands that align withentertainment content, or create their own, connect and engage more deeply with fans. Whenyou add social media sharing to the mix, you create powerful shared experiences that enablebrands to leverage
their audiences‟
passions at a
meaningful scale.”
 
TV still top entertainment device
In the majority of countries surveyed, television is still the device of choice for watchingentertainment, but laptops and mobile are gaining ground. The U.S., U.K., India, Brazil andGermany mirrored each other, with television ranking as the most turned-to device for entertainment, followed by laptops at No. 2. In China and Korea, mobile phones were the No. 1choice.
Additional study highlights include:
60 percent of people globally want to be able to watch content while simultaneously usinga personal device to buy merchandise. India leads the trend with 80 percent of respondents wanting to engage in couch commerce.
Around the world, people rate
“p
ersonal recommendations
as their top influencer of entertainment consumption (35 percent turn t
o a „real life‟ friend or family member for 
recommendations).
In the U.S., the importance of being the first to enjoy new entertainment rose fromprevious years, with nearly half ranking it as a key spending driver (39 percent in 2013vs. 17 percent in 2011).
About the Global Entertainment Study

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