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 HOWWHEN
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
GlobalDigital
Entertainment,
Rights and
Technology
Digital
Entertainment
and Technology
Come Play
Multimedia MeSocial
Entertainment
All About MeShare ThisGateway to
Individuals
Globalization of
Entertainment

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
#1U.S., U.K., India,
Brazil, Germany #2U.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%
Spending Drivers
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%
Spending Drivers
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%
Spending Drivers
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%
Spending Drivers
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

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%
Spending Drivers
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%

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