Edelman Study Finds Perceived Value in the Entertainment Industry at Three-Year High, but Audiences Want to Stay in Control
The Internet continues to grow as a frequent source of entertainment
Majority of respondents are unlikely to use automatic notifications to let friends know about the entertainment
they’re
hearing or watching
When commenting on entertainment via social media, the conversation curve indicates that the majority of respondents prefer to comment after the experience
New York, London and Los Angeles - June 13, 2012 -
Edelman, the world’s largest
publicrelations firm, today released findings from its sixth annual
“
Value & Engagement in the Era ofSocial Entertainment and Second Screens
”
1
survey. The study findings highlight that perceivedconsumer value in the entertainment industry is at a three-year high this year, following the
slump in opinion shown in 2011’s data.
Value is Up
Perceived value in entertainment is at a three-year high. Respondents see the most value insocial networking sites at 40 percent, up from 34 percent last year, with perceived value in allentertainment sectors up significantly, nearly doubling from last year
’
s findings.
“This year’s study shows how far the industry has come in demonstrating the value proposition of
entertainment today
,” said Gail Becker,
chair, U.S. Western Region, Canada and Latin America,Edelman.
“
Value
can represent cost, but a consumer’s time is also a contributor to value intoday’s world.”
Shift in Frequent Sources of Entertainment
Television and the Internet remain the most utilized sources of entertainment year-over-year,with cinema viewership declining for the third year running. However, audiences are increasinglyturning to other devices to watch entertainment content. Over half of survey respondents (54percent in the UK 51 percent in the U.S.) turn to their laptop computer to watch entertainment.Despite the proliferation and excitement around tablets, only 10 percent of respondents in the UKand 14 percent in the U.S. use one to watch entertainment.
Formerly referred to as the Edelman Value, Engagement and Trust in the Era of Social Entertainment Survey orthe Trust in Entertainment survey
Enjoyment and Quality Come First
This year, personal enjoyment and visual and sound quality remain the top purchase drivers ofentertainment. When asked what people would sacrifice to get their entertainment for free, nearlyhalf of UK (48 percent) and U.S. (50 percent) respondents are willing to watch advertisements inexchange for free entertainment, b
ut won’t compromise on privacy
.
“Over the past six years
, privacy has always been the one factor that audiences are not willing to
sacrifice,” said Jon Hargreaves,
managing director, technology, Edelman
Europe. “However, the
notion of privacy and personal information is shifting. With governments looking to regulateprivacy issues around the world, it is clear that entertainment companies and brands will need tocontinue to t
ake the issue of privacy very seriously.”
Social Chatter and the Conversation Curve
When it comes to automatically sharing
what they’re reading or viewing
on social networks, themajority of respondents are unlikely to use automatic notifications. However, consistent withcultural differences, U.S. respondents are twice as likely (27 percent) to auto-share.When it comes to brands recommending content, nearly a third of all survey respondents
(29percent)
appreciate the recommendation, 39 percent of UK respondents find the same approachinvasive, and 15 percent would feel negatively about a brand as a result of any recommendation.
“Much of the insight we can glean from this survey can also be applied to the creation and
curation of content by brands,
”
said Andy Marks, general manager, MATTER, Edelman Sports &
Entertainment Marketing. “At the end of the day, audiences want and expect to be entertained. If
done organically, branded entertainment can be a powerful vehicle to connect brands to their
audiences, driving conversations on and off line.”
This year’s survey also shows that when it comes to sharing opinions on entertainment content,
telling a friend or family member is the dominant action. American respondents are slightly morefocused on sharing content online - where 38 percent (vs. 29 percent in the UK)
would ‘
l
ike’ the
content on Facebook and 29 percent (23 percent in the UK) would share a link about it on asocial network.When audiences do comment about entertainment content online, 34 percent of all surveyrespondents comment after they have watched or listened to entertainment content, which is alittle more than double the number who comment before or during (16 percent).
“Two things are clear this year
. Audiences want complementary experiences on second screens.They do not want to be distracted, which is why they are more likely to comment online afterviewing,
”
said Becker.
“S
ocial networks offer great opportunities to brands, but audiences want toremain in control, and do not want to automatically share what they are
viewing.”
Additional study highlights include:
88 percent of UK and U.S. respondents will take action if they enjoy a piece ofentertainment, compared to 74 percent
if they don’t enjoy it
Of those respondents who
would share a link about content they’ve enjoyed on a social
networking site, 50 percent of UK consumers and 58 percent of U.S. consumers woulduse Facebook
Almost half of U.S. (42 percent) and a third of UK (31 percent) respondents like beingable to interact with entertainment, such as the ability to vote
–
an increase of 15 percentand 8 percent respectively
on last year’s results
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Edelman Study Finds Perceived Value in the Entertainment Industry at Three-Year High, but Audiences Want to Stay in Control
Edelman, the world’s largest public relations firm, today released findings from its sixth annual “Value & Engagement in the Era of Social Entertainment and Second Screens” survey. The study findings highlight that perceived consumer value in…
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