Creafutur estudio ocio_entretenimiento

EL FUTUR DE
L’ENTRETENIMENT

Edifici Imagina,
26 de Març de 2009

Creafutur és una Fundació privada,
promoguda per la Generalitat de Catalunya
i ESADE, que neix amb l’objectiu de
fomentar i facilitar la innovació a les
empreses catalanes, entenent les
necessitats futures del consumidor per
ajudar a detectar i divulgar noves àrees
d’oportunitat de negoci

02

Methodology: countries included in the study

The Top Ten
1. Entertainment Portfolios
• Value, Passions, Downtime Me time
2. The Lifecycle of Entertainment
• Sources of influence, Planning versus Spontaneity
3. The Creative Self
• Self education/improvement, Creativity, UGC
4. Playing the game
• Gamers, Aliases, Traditional Games
5. Sharing magnifies the fun
• Live events, Social currency, Social networking
6. Any time, any place, any shape
• Entertainment on the move, Downloading/Streaming, Time-shifting
7. Authenticity & Tangibility
• Hardcopies versus online
8. To pay or not to pay
• Paying for content, Expectations of content, Piracy
9. Where do brands have permission to be
• Adverts/advertising, Brand sponsorship and involvement
10. Further down the road

Key issues

• What determines what people do?
• Is technology taking up more of our time?
• What does entertainment mean to you?
• What do people really value?

Activities by country

Base: 6250, adults 16+

Activities by age, gender


Food and drink
“For each of the following, please indicate roughly how often you do it? Pick only one of the
following…at least once a week…going to pubs, bars or clubs, eating out and entertaining at
home/cooking”

80% Going to pubs, bars or clubs at least once a week

Eating out at least once a week
70%
Entertaining at home/cooking (not everyday cooking) at
least once a week
60%

50%

40%

30%

20%

10%

0%
UK France Italy Germany Spain


Socialising
following…at least once a week…socialising face to face, socialising via the internet and chatting on
the telephone”
90% Socialising face to face at least once a day

80% Socialising via the internet (e.g. chatting via IM, emailing
friends and family, social networking) at least once a day
Chatting on the telephone at least once a day
70%

60%

50%

40%

30%

20%

10%

0%


Proportion who listen to live music at least
once a month
following… at least once a month…listening to live music”

70%
16-24 25-34 35-44 45-54 55+
60%

50%

40%

30%

20%

10%

0%


Proportion who entertain at home at least
once a week
following… at least once a week…entertaining at home”

16-24 25-34 35-44 45-54 55+
80%
70%
60%
50%
40%
30%
20%
10%
0%


Is the internet growing at the expense of other media?
“In a typical week how many hours do you spend….”

Watching Television + 6%

Listening to the Radio + 14%

Using the Internet + 28%

Reading newspapers –2 %

Reading Magazines – 11% 2004 - 2006

Source: E1AA, Media Consumption Study 2006

By 2013…
Visitor numbers to galleries, museums and theatres will suffer as a result
of people spending more of their leisure time with online and digital media

“I do not believe that these activities are interchangeable. Most online time is used for
things like email, shopping, banking and a little for socialising in younger groups. Online
entertainment will grow but unlikely to be displacing these.”

“It will vary a lot by demographics, but attendance at well produced and marketed events
(gallery shows, museums etc) will go up.”

Using the internet has given
me new interests and pastimes

4 out of 5
in all countries agree


16.8% think they
spend less time
socialising since they
started using the
internet

16.2% think
they’ve become
more sociable


The opportunity online
“For each of the following, please position the sliders where they describe this activity best for you”

Offline

UK

Spain

France

Italy

Germany
Online
Reading Watching Socialising Music Computer Entertainment
TV/films games in general

Defining a passion

• Someone is ‘passionate’ about one of the
activities we asked about if they
– Do it more often than average
– Value it more than average
• By this measure, the most popular passion
in all five countries was socialising face to
face, except in Italy, where entertaining at
home was more popular.

Top five activities in each country


Surfing internet Surfing internet Surfing internet Surfing internet Surfing internet

Watching TV Radio News/current Radio Chatting on the
affairs telephone

News/current Watching TV Watching TV News/current News/current
affairs affairs affairs

Radio Recorded music Radio Watching TV Watching TV

Recorded music News/current Socialising Chatting on the Radio
affairs telephone

Top five passions in each country


Socialising Socialising Entertaining Socialising Socialising

Entertaining Eating out Socialising Entertaining Live music

Eating out Gallery/exhibition/ Live music Pubs/bars Entertaining
museum /clubs

Surfing internet Theatre Hobbies Eating out Hobbies

Live music Hobbies Gallery/exhibition/ Surfing internet Gallery/exhibition/
museum museum

I prefer to spend my time on lots of different
entertainment activities rather than just a few
% who agree/strongly agree

80%
16-24
70%
25-34
60%

50% 35-44

40% 45-54

30% 55+
20%

10%

0%

VS


Average number of passions

3.5

3

2.5

2 Settler
1.5 Nomad

1

0.5

0


Key issues

• With so many options and things to do, do people still want
downtime?
• Role of different types of entertainment activities
• Relationship between what people do (frequency) and relative
value of different types of activities
– intensive vs. relaxing
– in home vs. out and about
– social vs. solitary
– online vs. offline

“Situational boredom is defined by the presence or
absence of something in a situation. This can be
listening to a boring lecture, or waiting for a plane in
an airport. Then there is repetitive boredom, where
something that in itself is fun becomes boring through
repetition."
Lars Svendsen, A Philosophy of Boredom

• No one wants to be ‘bored’, but downtime is an integral part of our
everyday lives that it gives us the opportunity to pursue our ‘trivial
pursuits’, recover and re-charge

Time as Luxury
% Who choose ‘having time on my own’ or ‘having time just to
relax’ as the best or second best description of ‘luxury’ in their life

44%
39%
33% 34%
33%
29%
24%
22%
2004 19%
2007
13%

GB France Germany Italy Spain

Source: nVision Research, 2007

Lean-back entertainment is a strong motivation for the
consumption of more passive forms of media

Passive

UK

Italy

France

Germany

Spain

Active Entertainment in Reading for Watching TV/film Listening to Being with other Playing
general leisure music people, computer/mobile
socialising phone games

People still need downtime

“I enjoy coming home and, without
thinking about it, watching whatever is
on television that evening”
% who agree /agree strongly

Spain 40%
Italy 39%
Germany 36%
France 34%
UK 30%

Source: nVision Research / Base:13,000 adults aged 15+, 2008

Just ‘slobbing’ in front of the box – embracing
downtime?

However, our TV viewing habits relates to our wider
lifestyles and interests?

Time Being Do DIY Read a
pressured creative is once a book
important month once a
month
Heavy ++ ++ ++ ++
TV user

Light TV +++ +++ +++ +++
user

Source: nVsion research, 2008

All countries
Overall and 16-34 year olds

16-34 year olds


All countries
Overall and by country


16-34 year olds

Overall and by country


Compare: UK all to 16-34

All 16- 34


Compare: FRANCE all to 16-34

All 16- 34


Compare: GERMANY all to 16-34

All 16- 34


Compare: ITALY all to 16-34

All 16- 34


Compare: SPAIN all to 16-34

All 16- 34


Frequency / value comparisons: summary

• Passive entertainment (watching TV/films, music / radio listening, crosswords)
is most highly valued of all types on entertainment – across ages and countries
• Young people tend to participate more frequent AND value all types of activities
higher than the overall – particularly socialising and sports
• 16-34s are only slightly below average on value of socially engaged activities
(galleries, home cooking)

• UK: Similar to the average for all countries. Stands out mainly for being lower
both on freq and value given to socially involved activities (live events, galleries
etc.)
• France: Slightly lower on the freq of most types except for internet / games
activities. Value is almost exactly the same as overall average for all activities.
• Germany: Average value is lower for all types of activities compared to the
overall. Significantly less frequent on socialising activities
• Italy and Spain: The countries that stand out the most on both freq and value
placed on socialising and out of home activities

Key-points: Leisure portfolios and downtime
• Various drivers are leading us to more diverse leisure portfolios supported and
enabled by the web.

• Internet use itself does not appear to be a serious competitor for the most valued
forms of leisure – our passions – but very few people are ‘passionate’ about media
use.

• Nevertheless, whilst the long term trend is towards a wider array of more active
entertainment options, the importance and value of more passive and relaxing
forms remains paramount

• As our daily lifestyles become more diverse and complicated people still want
entertainment with which they don’t have to engage with and can passively enjoy -
‘feed it to me’, low engagement activities

• This is a strong motivation for the consumption of ‘old’ media formats – TV,
magazines, radio, cinema

• Downtime is an integral part of our lives – moments where the most trivial, frivolous
and downright meaningless pursuits can be justified

• Downtime should not be mistaken for boredom, although activities here may tend to
be lethargic and seemingly ‘passive’

Key issues
• Sources of Influence – whom/what are the main sources
of influence when making entertainment choices?
• Planned vs. Spontaneity – Is entertainment participation
planned or spontaneous? And does this differ across
entertainment types?

Sources of Influence
Where do we seek advice and who is it that influences the decisions we
make?

Online Media
• Internet articles
• Search engines
• Blogs
• Social networking

Word of Mouth
• Family members
• Work colleagues
• Friends

Traditional Media
• TV programmes
• Newspapers
• Radio Advertisement/programming

What are we doing online?…
“Have you done any of the following online in any location in the last six months?…bought
tickets for entertainment, researched what to do for entertainment and looked for
information on a products or service online”


43%
Bought tickets for 32% In nearly all countries
entertainment (e.g. theatre, 31% at least 50% of
cinema, concerts) 29% people researched
47% what to do for
entertainment while
online
53%
Researched what to do or 50%
where to go for 64%
entertainment 45%
60%

75%
62%
Looked for information on
71%
a product or service online
72%
76%

0% 10% 20% 30% 40% 50% 60% 70% 80%


The Cautious French…
“Have you done any of the following online in any location in the last six months?…
bought tickets for entertainment”

60%

50% France
UK

40%

30%

20%

10%

0%
Total Male Female 16-24 25-34 35-44 45-54 55+

Source: European Entertainment Futures Consortium

The Gateway online…
“Using the Internet has given me new interests and pastimes”
% who agree/strongly agree

Spain 83%
Italy 82%
UK 80%
France 80%
Germany 71%

Base: 6250 adults 16+

Those who view themselves as an advice giver engage
in more activities to pass on information
“Which of the following have you done in the past 12 months?…”

Sent someone a link to an entertainment w ebsite you Entertainment Advice
have visited Giver

Recommended to someone that they w atch a programme
General Advice Giver
that you have w atched

Passed a dvd on to someone else
Entertainment Non
Advice Giver
Recommended to someone you know that they go to an
exhibition/play/film you have seen
General Non Advice
Giver
Lent someone or borrow ed a hard drive/iPod containing
music/films to be copied

Passed music on to someone else on cd or as an mp3
file

Passed a magazine on to someone else once you have
read it

0% 10% 20% 30% 40% 50% 60% 70% 80%


From which sources do we seek advice?…
“Thinking of the time you last did each activity, which of the following sources,
if any, was influential in choosing it?”

Watched a film/DVD
A TV programme or
Ad Chose holiday destination to visit

Newspaper

Search engine Search engine

A radio
programme or
Internet Article Ad
Chose a restaurant to have a meal in

A TV programme
or Ad
…influenced by others

Social Networking website Work Colleague

From which sources do we seek advice?…
“Thinking of the time you last did each activity, which of the following sources,
if any, was influential in choosing it?”

Bought some recorded music

No-one else Bought a computer game

A radio
A radio programme or Ad programme or
Ad
Friends

Work Colleague
No-one else
Went to a concert

Search engine

…prefer to chose ourselves
No-one else Friends

Traditional media

Traditional Media

Review before you try?…
In all 5 European countries women were more
likely to read a review of a new book/ film before
trying it for themselves
“I like to read reviews of a new book/film/play etc before
trying it myself”

Italy 77% 63%
Spain 75% 63%
France 56% 45%
UK 48% 47%
Germany 43% 42%


Planning is all part of the fun?
% who agree with the statement “I enjoy the planning as much as the doing”

70% 70%
66%
58%
49%



Do we like to follow someone’s lead?…
% Who agree/strongly agree with the statement “I generally follow someone
else’s plans when choosing where to go out, choosing which film to watch
and generally choosing my entertainment”

36% France
24% Spain
15% UK
14% Italy
13% Germany


Social networkers consistently
regard themselves as more
spontaneous

Those defined as social networkers ranked themselves more spontaneous
than non-social networkers on;
- Entertainment in General
- Reading for Leisure
- Watching TV Programmes
- Listening to Music
- Socialising
- Playing computer/Mobile games


The want it all generation
% Who agree with the statement “I like to be the first to try new entertainment
experiences such as new restaurants or listen to new bands”

70% 16-24

60% 25-34

50% 35-44

40% 45-54

30% 55+

20%

10%

0%


Key-points: Lifecycle of Entertainment
• When making entertainment choices our sources of influence appear related to
the type of entertainment and how we like to be perceived.
• Holiday choices are most likely to be influenced online whereas music
purchasing, which has a greater reflection of self is less likely to be influenced by
others.
• The internet remains a key source of entertainment information, with high
agreement that it has given new interests and pastimes.
• Those who regard themselves as advice givers are more likely to pass
information on, both on and offline.
• People tend to enjoy the planning process, however those who social network
often regard themselves as more spontaneous, as do the young.
• Spontaneity appears to have a cachet, however in reality we enjoy to plan.
• Looking forward we should take advantage of the desire to tailor make ones
enjoyment of entertainment.

Key issues

• Is entertainment just for fun or a means of self improvement
and education?
• What creative activities are enjoyed for entertainment?

Do we entertain to educate?…

Italy UK
Spain France Number of times per month have…
Germany

Made music on a computer/ played a
Done arts/photography/crafts musical instrument

5.3
5.4
4.6 4.2 2.7 3.8
5.7 5.1 2.9
4.3

Gone to the theatre or
Visited a museum/gallery Performance art event
or exhibition

2.4 1.4
2.4 1.7 1.2 1.6
1.5 1.1 0.6
0.9


Young Male music makers
16-24 year old males make music on a computer/ play a musical instrument more than
anyone else

Average number of times per month males and
females make music on a computer/ play a musical
instrument

UK 7.0 3.8
France 4.5 1.4
Italy 4.8 3.5
Germany 4.5 3.2
Spain 3.3 2.1


Mostly just for fun…but read to self improve?
“For each of the following, position the sliders where they describe this activity best for you”

Self-improving

UK

Spain

France

Italy

Germany

Line 6

Fun
Reading Entertainment Watching Socialising Music Computer
in general TV/films games

No brow
% who agree with the statement “I enjoy a wide
variety of entertainment from serious culture to
light entertainment”

France 78%
UK 70%
Italy 68%
Germany 65%
Spain 65%


The culture spectrum
Those who enjoy a variety of entertainment from serious culture
to light entertainment are…

More likely to Less likely to
• Surf the internet at • Make music on a
least once a day computer
• Keep up to date on •Play games on a
with news/ current mobile phone and Thrill
affairs at least once a seek
day

While those don’t enjoy a variety of entertainment are…

More likely to Less likely to
• Watch Television • Keep up to date on
with news/ current
affairs
• Go to Galleries

So entertainment is not just for fun!
% who agree with the statement “entertainment should be about learning new
things as much as simply having fun”

Italy 83%
Spain 82%
France 80%
Germany 75%
UK 66%


Of those who feel strongly that entertainment
should be about learning…
Surf the internet 91% Surf the internet 88%

Watch TV 87% Hobbies 88%

Hobbies 83% Current Affairs 87%

Surf the internet 94%
Watch Films 84%
Current Affairs 88%
Current Affairs 80%
Watch Films 86%

Current Affairs 88%
Chat on the phone 87%

Surfing the Internet at least once a day Chatting on the telephone at least once a day Keeping up with news/current affairs at least once a day
Watching TV Programmes at least once a day Hobbies at least once a week Watching Films [not cinema] at least once a week


Summary of creative activities
“Which of the following creative activities do you personally do nowadays for entertainment?…”

Create your own entertainment schedules by using a PVR,
downloading pod casts of radio shows etc
Spain
Act Germany

Make video/films
Italy
France
Write books or articles or poetry
UK
Write music/play music

Create content to go on websites such as My Space, You
Tube, Facebook (Not just looking but uploading)

Arts and crafts

Garden or home design (i.e. something beyond mowing the
lawn or re-painting the bathroom)

Cook (not essential everyday cooking)

Take photographs

0% 10% 20% 30% 40% 50% 60%


Which of the following creative activities do you
personally do nowadays for entertainment?
Photos 48% Photos 48%
Cookery 40% Cookery 42%
Gardening 30% Gardening 36%

Cookery 54%
Gardening 47%
Cookery 49%
Photos 43%
Photos 40%
Gardening 34%

Photos 53%
Cookery 45%
Gardening 20%


Snap happy?
“How often do you create or post the following types
of original content on the Internet?…”

Flickr

Photography & Images were created & or posted more often than
any other online original content activity across every age, gender
and social demographic…

While taking photographs was the second most popular thing
people use a mobile phone for.
Flickr

Online creativity
% who create or post the following activities more than once a month

Podcasts:
Spain
Germany
Italy
My own video
France
UK
My own Blog(s)

My own music:

My opinions or editorial
comments

Photography/images:

0% 10% 20% 30% 40% 50% 60%


The internet provides an important outlet
Podcast
Arty
Video Not arty

Music
“Arty” – people who do
art/photography/craft at least
Comments
once a month
Blog posts

Photos/images

0% 10% 20% 30% 40%

Podcast Musical
Not musical
Video
“Musical” – people who write
Music music/play music at least once a
Comments month
Blog posts

Photos/images

0% 10% 20% 30% 40%


Gender Matters

Certain kinds of content are more
personal than others, and women
post more personal content

Photography/Images created Podcasts created or
or posted most often posted least often

Classified as most Classified as most
Private Public

By 2013…
Brands will increasingly reward consumers to generate content

“Absolutely but consumers will have so many opportunities to create content that they
will be very discerning about which brands they want to work with, Nokia estimate that in
2012, one in 4 people will create, edit and share content themselves.”

“People will always be willing to pay for quality original creative and unique content,
UGC however incentivised will not take over from this.”

Key-points: The Creative Self
• Entertainment is an important arena for both developing and reclaiming the
‘self’.

• The opportunity to learn, expand and enhance skills married to a desire to
reconnect with or explore aspects of self not fulfilled in the every day is
critical to this form of entertainment

•Posting content online is strongly associated with offline creativity.
•The internet use will diversify entertainment portfolios, but not just online.
•Creating content is a massive pastime for younger age groups -.
• In essence it is inner directed, although other people are often vital in a
supporting and sharing role. Few seem to do it for anyone outside their close
circle of friends to see, though this might change if they were paid a little.
• Looking forward the opportunity of brand involvement with self expressive
activities such as photography and cookery.

Key issues
• Who are the gamers and what are their gaming profiles
• Do people still have time for traditional play?
• Does playing allow a creative outlet?

Who are the gamers?…
“When you sit down to play a game, how long, on average do
you play for?” [in minutes]

Total 16-24 M F
125 139 131 119
119 136 129 108
116 131 125 106
103 125 108 98
100 115 108 93
F
l
i Source: European Entertainment Futures Consortium
Flickr

c
k Base: 4104, adults 16+
r

Mobile penetration of game playing
following…at least once a week…playing computer games/video games and playing games on
your mobile phone”

Playing computer games/video games at least once a week
Playing games on your mobile phone at least once a week
60%

50%

40%

30%

20%

10%

0%


The rule of the PC remains
“You mentioned earlier that you play computer games/video/mobile games.
Which of the following platforms do you play them on?…”

45% PS3 Xbox 360 Wii PC/Mac

40%

35%

30%

25%

20%

15%

10%

5%

0%
16-24 25-34 35-44 45-54 55+

Base: 1250, adults 16+, UK

Female gamers have sticking power

Older women spend a similar amount of time to younger women per average
gaming session.

55+ females spent longer gaming per average session than males in the UK,
Germany, France, Spain and spent the same time in Italy.

By 2013…
Most new gamers will play casually, i.e. the average time they play
will be less than 30 minutes

“Fragmenting market”

“I think casual play relates to the types of game played and the company played with rather
than length of time you play for. E.g. Wii karting is definitely social yet people play it for hours
on end.”

“This is true for women and children who tend to SNACK on games. you will always have the
hardcore gamer who can spend 10 hours a day playing GTA4!”

Alias…the domain of the young ABC1 Male
Have you done any of the following online in any location in the last six months...
“Created an alias in a virtual game or online community”

Spain 21%
Italy 16%
Germany 11% M F
France 10% Spain 23% 19%
UK 10% Italy 20% 12%
France 16% 4%
Germany 15% 7%
UK 11% 8%
Name here


Amazon reported an increase of over 30% in sales
of board games grew in 2007.

Best sellers included Top Trumps, Rubiks Cube, Scrabble,
and Snakes & Ladders.

Source: Amazon.co.uk

Mind gaming with age…
% Who do crosswords, sudoku or other puzzle games at least once a day

35%
16-24 25-34 35-44 45-54 55+

30%

25%

20%

15%

10%

5%

0%


Lower salary band = more need to mind game?
% Who do crosswords, sudoku or other puzzle games at least once a day

35% Up to €30k €30k to €45k €45k to €60k €60k to €74k €74k to €90k

30%

25%

20%

15%

10%

5%

0%


Key-points: Playing the Game
• Gaming and online virtual gaming are still very much male 16-34
dominated domains, however…
• Attention should be paid to female gamers who remain more consistent
game players throughout their life stage.
• In a time pressurised society we may see a shift to the Italian mentally
of quick, sharp bursts of gaming in a snacking style.
• Traditional games still have a place when people choose to play. Board
games are often a social family event while mind games and puzzles are
more solitary entertainment.
• The growing pursuit and adoption of traditional games online is an area
to be capitalised upon.

Vox pops Interviews (Sharing magnifies the fun 9)

Key issues
• Does the proliferation of new media affect social activities such
live events, cultural activities?
• How important are social experiences and interaction in the
context of entertainment?
• Can media consumption (off line and online) be social?

Some types of entertainment are per definition ‘social’

With other people

UK

France

Italy

Germany

Spain

On your Entertainment in Watching TV Listening to Playing Reading for
general programmes/film music Online computer/mobile leisure
own
phone games

Perception that time spent online is cannibalising
other areas of our leisure time
…except perhaps for F2F interaction
“Which of these activities would you say you spend less time doing as a result of using
the internet?…”

45%
42%
40%
38%

29% 28%

19%
17%

Reading Watching Going to live Playing Watching Shopping Listening to Socialising
television events computer films music
programmes games


Audiences at out of home experiences are growing
(% who have… at least once in the last 12 months)
Going to concerts Going to ballet / performance / opera
70% 2001 2007 70% 2001 2007
60% 60%
50% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0%
Germany UK France Spain Italy
Italy UK Germany France Spain

Going to theatre Visiting historical monuments
70% 2001 2007 70% 2001 2007
60% 60%
50% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0%
UK Germany Italy Spain France Germany UK France Spain Italy

Eurobarometer/nVision
Base: 1,000 per country aged 15+

Participating in live events and cultural activities
How many times per month do you do the following…

Listening to live music Going to the theatre or other
performance art event
9.2

5.7 5.8 2.4
5.3
4.1 1.6
1.4 1.2
0.6

ty

n
ty

n

Ial

Spai
e
Ial

Spai
e

UK

Ger any
UK

Ger any

Franc
Franc

m
m

Attending live sports event Going to a gallery or museum
or exhibition
4.3

2.4
1.9 1.8 1.5 1.7
1.3 1.1
0.9 0.9

Germany
France

Spain
Italy
ty

n

UK
Ial

Spai
e
UK

Ger any
Franc

m


Most people would rather
experience the real thing than
watch on screen

“I'd rather be at a live event than watch it on screen”

ALL 16-24
Spain 56% 62%
Italy 41% 53%
UK 41% 57%
France 39% 49%
Germany 38% 40%

(% agree / agree strongly)


By 2013…
People will spend significantly more of their leisure time engaging
with live entertainment than now

“Consistent with growth in experiences”

“It will be the last remaining shared experience and people value those as they create
social currency (e.g. stuff to talk about!)”

“There does seem to be an increased appetite for live entertainment, perhaps
stimulated by online 'trial' and as a counterpoint to the screen-based experience”

By 2013…
Most live events will be broadcast live online, thereby attracting
new and larger audiences

“Increasing availability /affordability of broadband, and of digital camera equipment will
mean that any live event could be captured and web cast.”
“Live media is increasingly attracting new audiences, and video streaming is getting
better”
“Media habits die hard. Most people will still expect/prefer to watch through traditional
TV - it's what our furniture points at!”
“Some sold out rock gigs have been shown live on PPV VOD offerings like Virgin Media.
This is bound to continue and grow. Music will drive this as bands look to earn more
from the live experience. If you can sell out the biggest stadia going then the only way to
increase revenues is to let people watch from home too.”

Summary

• No evidence of withdrawal from out of home entertainment -
participation in live events (concerts / live sports) as well as
cultural participation likely to increase further
• Opportunity to attract new and larger audiences via online
broadcast of live gigs too, especially as the technology
improves
• As less money is made from selling records (due to downloads)
this represents a new revenue opportunity for the music
industry

Most TV viewing time is
spent with other people

Germany 60%
France 59%
UK 57%
Italy 55%
Spain 55%

TV is social currency
“I like watching TV programmes that I can talk about with
friends and family or colleagues”
% who agree / agree strongly

France 72%
GB 72%
Spain 67%
Germany 58%
Italy 57%

Source: nVision Research
Base:13,000 adults aged 15+, 2008

By 2013…
Most TV content will have an accompanying messaging function
which allows you to chat to other viewers

“Who wants to do that? Certain specific shows will naturally be complimented by this
functionality but most won't”

“For many watching TV is a solitary experience where people can 'zone out' and they
will not want the interactive element”

“TV is a social experience and people have always chatted on the sofa. It makes sense
that they chat through new technologies to people virtually too”

Many wish to pass content and share positive experiences
with others and the young share music in particular
Making recommendations / sharing content: 16-34 vs rest of population [Index 100 = 35+]


Sent someone a link to an entertainment website you have
visited

Passed a dvd on to someone else

Passed a magazine on to someone else once you have read it

Recommended to someone that they watch a programme that
you have watched

Recommended to someone you know that they go to an
exhibition/play/film you have seen

Passed music on to someone else on cd or as an mp3 file

Lent someone or borrowed a hard drive/iPod containing
music/films to be copied

60 120 180 240 300 360 420


Sharing online – blogging, uploading photos,
videos and music
“Have you done any of the following online in any location in the last six months….?”

Written your own or contributed to Put music, photos or video onto
someone else’s blog or web log a website for others to view
16-34 35+
49%
46%
43%
41%
38%
36%
35% 35%

28% 27%
25%
22% 21%
19% 19%
18%
14%
11% 11%
8%

UK France Italy Germany Spain UK France Italy Germany Spain


By 2013…
Most people under the age of 40 will have an online social
networking profile

“Is this true already in some countries?”

“Those over 25/30 with kids will access rarely even if they have a profile”

Social networking is still largely a pastime of
the young
Proportion who have created/updated a personal profile on a social networking site

100% 16-24 25-34 35-44 45-54 55+

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%


You Tube Skype
Facebook Netblog Proportion of 16-24s on various
My Space Flickr social networking sites
Bebo Skyblog

70%

75%
49%34% 83%
15%
42%
31% 7%
12%
M20

55%
80%
37%
38%
17% 93%
68%
34%
20% 1% 17%

87%

52%
9%
15% 17%

Base: 1323 aged 16-24

Diapositiva 111

M20 axis sorted
May; 03/06/2008

By 2013…
People will regularly chat to more friends that they have never met (e.g.
via online chat rooms or messenger) than friends that they have met

“This is a generational thing. Currently anyone under 25 will do this - in 2013 this will be
anyone under 30 - but still not a majority”

“Different forms of 'chat' for people you know and people you don't, and clearer social
delineation between flavours of 'knowing' someone to reflect on/offline relationships”

“Face to face/telephone with friends they've met will be most important”

“I expect to spend more and more of my entertainment
time with people I will never or rarely meet face to face”
% who agree / agree strongly

Spain Communicate via
social networks

Germany
Do not communicate
via social network

Italy

France

UK

0% 10% 20% 30% 40% 50% 60%


Gamers are mainly playing together in the same room or
connecting via the internet
“If you ever play computer games with other people, are they in the same room, or
connected via the internet or some other remote link?”

In the same room
70% 25%
Connected via the internet or some other remote link
% of gamers who say that none of their game playing time is spent with other people.
60%
20%

50%

15%
40%

30%
10%

20%

5%
10%

0% 0%

Base: 3133 gamers

By 2013…
Most game playing will be multiplayer, either with other people present
or connected via the internet, as opposed to solo against the computer

“Most new gaming will be social in this form - e.g. people playing together. online will
grow as online gaming applications become much more mass market.”

“The online experience isn't for everyone - too anonymous and intimidating despite
Xbox/ PS3 efforts. And multiplayer with others in the room isn't always practical.”

Key-points: Sharing magnifies the fun
• Sociability lies a the heart of the human experience – the entertainment
sphere is no exception

• Not a question of either/or in the online space - what ever people do, it is
more fun if it is shared

• Still a powerful role for the shared collective experience driving growth in
live music, watching sports live

• Integrating a social context is critical to maximising the quality and value of
entertainment experiences

• All planning for entertainment offers should consider how to create a
social ‘good’ from the experience

• The effects of the network society will continue to deepen in all aspects of
our lives, with networks becoming a primary source of information, choice
editing and a substrate for new entertainment forms – strong evidence for
a ‘sharing culture’ amongst the young (e.g. social networks)

6. Any Time, Any Place, Any Shape

Key issues

• Time shifting: The possibility to record, stream and download vast
amounts of content means consumers who want to can almost
entirely liberate themselves from from linear TV schedules, – how is
this affecting TV viewing ?
• Place-shifting: Online TV, on demand TV and the innovation of
portable devices has created the multi platform for a new media
landscape. Consumers can practically access entertainment anywhere
and anytime.

Entertainment on the move: ownership of portable
devices
Which of the following do you have (at home), if any?

MP3 player or I-pod 54% 48% 54% 55% 65%
Portable games system (e.g.
PSP or Nintendo DS) 31% 25% 31% 16% 31%
Portable DVD player
(dedicated device) 19% 20% 19% 12% 39%

MP4 player or video I-pod 14% 12% 14% 7% 29%


Attitudes to entertainment on the move
“Even if I am just waiting a few minutes for a bus or a meeting I have to entertain
myself with something to watch/read/listen to”
% agree/strongly agree

100% 16-24 25-34 35-44 45-54 55+

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Spain Italy France Germany UK


By 2013…
More consumers will be willing to watch TV/film content on their
mobiles

“Film content might be dodgy. Shorter form clips plus live events, sport and news will be
important”

“The hottest of hot topics. This will happen when people know EXACTLY how much it is
costing - and not before”

“Young people will be much more comfortable watching content on their phones”

By 2013…
Most mobile video content that is watched by consumers will remain
"short form" (e.g. music videos, sports highlights)

“The consumption mode is unsuitable for anything else and technology won't change the way
in which this is consumed…”

“If people want to watch longer form stuff they'll find a proper sized screen to watch it on or go
without”

“With cinematic experiences in home, the contrast with watching on mobile will be more
distinct and people won't want to watch small screens for long”

Downloading different types of content to mobile phones
not taken off?
“It is now possible to download or stream various kinds of content directly to your MOBILE PHONE. For
each of the following, please indicate if you already download or stream them to your mobile? and if you do
not, then indicate how i interested you would be in being able to do this?”
% Who already do this
25%

20%

15%

10%

5%

0%
Music tracks Tv progammes Tv clips Movie clips Full-length movies User-generated or
home-made video
(such as videos
from YouTube)


Downloading different types of content to mobile phones –
future users?
“It is now possible to download or stream various kinds of content directly to your MOBILE PHONE.
For each of the following, please indicate if you already download or stream them to your mobile?
and if you do not, then indicate how i interested you would be in being able to do this?”
% Who are very / somewhat interested

50%
45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Music tracks Tv progammes Tv clips Movie clips Full-length User-generated
movies or home-made
video


“If I pay for a music track I expect to be able to listen to
it on whatever I want”

UK 73%
France 83%
Italy 72%
Germany 74%
Spain 73%


Key-points: Entertainment on the move
• In Italy, France and Spain a particular strong appetite across
different age groups for entertainment on the move - but not
much interest among the over 35s in Germany and the UK

• Apart from music tracks, downloading of mobile content
remains a niche activity in most countries, except for Italy
which is significantly ahead of other countries

• Even if the technology changes (larger screens) will
consumers want to?

• Vox pops with consumers and Delphi experts indicates that
short-form formats (clips or ‘mobisodes’ of TV programmes)
may stand the strongest chance of success

New media technology ownership at home

Free view (Digital TV through
a set-top box ) 62% 56% 62% 52% 66%

Paid-for multi-channel TV 58% 39% 58% 23% 41%

PVR or DVR 27% 20% 27% 14% 15%
A home server (e.g. a Media
Center PC) 7% 7% 7% 6% 18%


Music tracks
TV programmes
Streaming / Downloading of content
“For each of the following, please indicate if you already stream or download such
TV clips content to your COMPUTER/LAPTOP”
Movie clips
Full length movies
User generated content
25%
24%
18%
35%

17% 17%
33%

20% 20%
42%
37%

14% 5 22%
14% 14%
23%
10% 11%

25% 1
18% 17% 29%
30%
43% 18%
13% 15% 16%
32%
19%


Those interested in being able to stream /
download various types of content
“For each of the following, please indicate if you already stream or download such content to your
COMPUTER/LAPTOP, and if you do not, then indicate how interested you would be in being able to do this”
35%

30%

25%

20%

15%

10%

5%

0%
Spain

Spain

Spain

Spain

Spain

Spain
Franc

Franc

Franc

Franc

Franc

Franc
UK

UK

UK

UK

UK

UK
Italy

Italy

Italy

Italy

Italy

Italy
Germ

Germ

Germ

Germ

Germ

Germ
Music TV TV clips Movie Full User
tracks programmes clips length generated
movies content

Downloading / streaming of content in the UK
“How much of your TV viewing would you
say you do in this way (download or
TV Full-
stream)?”
Music program Movie length All Most Some Hardly any
UK tracks mes TV clips clips movies UGC
3%
10%
Men 39% 27% 21% 24% 21% 30%

Women 31% 20% 14% 14% 13% 21% 46%

41%
16-24 54% 41% 31% 33% 35% 45% Base: 398 adults 16+
“How much of your film viewing would
25-34 55% 31% 27% 29% 25% 35%
you say you do in this way?”
35-44 33% 22% 14% 18% 13% 28% All Most Some Hardly any

45-54 20% 13% 8% 6% 6% 13% 3%

55-64 18% 11% 6% 8% 4% 14% 22%
32%

65+ 9% 11% 5% 2% 4% 3%

All 35% 24% 17% 18% 17% 25%

Base: 1250, adults 16+ Base: 245 adults 16+ 42%

Downloading / streaming of content in Italy
“How much of your TV viewing would you
stream)?”
TV Full- All Most Some Hardly any
Music progra Movie length
Italy tracks mmes TV clips clips movies UGC 3%
17% 17%
Men 47% 21% 25% 24% 38% 39%

Women 39% 11% 14% 13% 26% 20%

16-24 43% 16% 19% 18% 32% 29%
64%
25-34 68% 29% 37% 36% 57% 49%
“How much of your film viewing would
35-44 48% 19% 25% 24% 36% 38% you say you do in this way?”
All Most Some Hardly any
45-54 43% 14% 15% 15% 24% 28%
4% 8%
55-64 39% 10% 15% 12% 28% 25%

65+ 32% 9% 11% 7% 20% 18%

35%

All 43% 16% 19% 18% 32% 29% 53%

Base: 1250, adults 16+ Base: 421 adults 16+


Downloading / streaming of content in Spain
How much of your TV viewing would you
TV Full- say you do in this way (download or
Music program Movie length stream)?
Spain tracks mes TV clips clips movies UGC

Men 42% 21% 14% 21% 39% 34%
3%
9%
Women 42% 18% 14% 19% 35% 31%
33%

16-24 42% 20% 14% 20% 37% 33%
25-34 50% 31% 24% 34% 47% 49%
55%
How much of your film viewing would you
35-44 53% 26% 20% 26% 50% 42%
say you do in this way?


55-64 42% 17% 8% 12% 37% 23% 10% 4%

65+ 27% 10% 8% 8% 24% 22%

37%

All 42% 20% 14% 20% 37% 33%
49% Base: 752 adults 16+

Downloading / streaming of content in France
TV Full-
Music program Movie length
France tracks mes TV clips clips movies UGC stream)?
Men 34% 19% 15% 20% 19% 29%
3%
14%
Wome
n 26% 16% 10% 14% 11% 20%

53%
16-24 53% 28% 27% 35% 30% 47% 30%
25-34 33% 19% 16% 22% 18% 27%
35-44 29% 11% 7% 14% 13% 18% say you do in this way?


55-64 15% 11% 4% 5% 5% 10% 4%

65+ 14% 16% 3% 4% 6% 11% 30% 20%

19%

All 30% 18% 13% 17% 15% 25%

Base: 1250, adults 16+ Base: 312 adults 16+

46%

Downloading / streaming of content in Germany

TV Full-
Germa Music program Movie length say you do in this way (download or
ny tracks mes TV clips clips movies UGC stream)?
Men 29% 17% 16% 21% 15% 27%
2% 8%
Women 17% 10% 5% 7% 8% 17%

25%
16-24 23% 14% 10% 14% 11% 22%
64%
25-34 37% 24% 20% 22% 25% 38% Base: 260 adults 16+

35-44 29% 17% 13% 17% 13% 30%
say you do in this way?
45-54 28% 13% 12% 20% 12% 31%
4%
55-64 19% 8% 7% 10% 7% 11%
18%

65+ 15% 8% 3% 7% 4% 11% 40%

All 23% 14% 10% 14% 11% 22%
Base: 1250, adults 16+ 37% Base: 201 adults 16+

Time-shifting: people access online TV to ‘control’
what they watch and to catch up on missed shows
“Which of these have been true of your experience of downloading/streaming films and
television?”

Downloading/streaming helps me to fit in more TV than I
would normally have time for
18%

Others in my household were using the TV to watch
something else at the time
24%

The programme I wanted to watch was not available on TV 26%

I have watched programmes that I would otherwise have
missed out on because they are available
30%

I only ever download/stream programmes for the occasional
missed episode
33%

I only found out about the show I wanted to watch after it had
already been on normal television
33%

I knew that it would be on live TV but could not/did not want to
watch at the original time of airing
42%

Base: 2627 aged 16+
:

By 2013…
People will be viewing as much on demand TV content as they
do linear/appointment-based TV content

“There will be little, if any 'appointment-based' TV other than live sports. So unlikely to
be 'as much as‘”

“We are social creatures and there is a strong pull to watch same as others at same
time which tends to mean main channels”

“There will be no difference between on-demand and linear appointment based TV from
a user mental model”

“Hell yes. In Sky+ homes they do already and they're very watered down versions of 'on-
demand' content. iPlayer, Virgin Media, 4OD etc will make this commonplace”

Which of the following would make you more likely
to download or stream more TV or film content?
Those who already stream / download content Those who DO NOT stream / download content

If the technology were easier to understand Better quality

UK UK

Spain Spain

Italy Italy

Germany Germany

France France

More programmes / films available for download/streaming If I could do it straight to my TV, using my remote control

UK UK

Spain Spain

Italy Italy

Germany Germany

France France

0% 20% 40% 60% 0% 20% 40% 60%


Which of the following would make you
more likely to download or stream more
TV or film content?

Affordability
Quality and connection
Availability and choice of programmes /
content
Ease of use

Key-points: Any Time, Any Place, Any Shape
• Significant numbers of people already download and stream different types of
content to PCs and laptop for immediate viewing or to store for later enjoyment.
• Music tracks is most popular, but millions are already switching some of their
viewing time of film and TV programming to the online space.
• TV consumption may become increasingly individualised as consumers
increasingly chose when and where they want to access content.
• As the actual location where we receive news and entertainment becomes less
significant, the future of most media, and television in particular, will be more
centred on content.
• TV viewing remains social and as programming gets ever more creative must-
see TV may still stand to see the day for years to come - but will it be more
independent of the distribution channel?
• Television products will become part of a broader mix – e.g the content is
published on a DVD, stored for replay on a PVR, streamed online, captured on
a ring tone or integrated into a video game.

7. Authenticity and Tangibility

In each country, at least 40% of the population say
that they spend less time reading since starting to use
the internet…

…but is this really so??

% who say they read a book at least once a month

80%

70% 2005 2008

60%

50%

40%
The number of
30% people who say they
20% visit libraries has
10% also increased
0% across Europe….

Source: nVision research
Base: 13,000 aged 15+, 2008

…. Or is it the how and where we read that
is changing….
“I am happy to read newspapers
and magazines online”

Germany 60%
Italy 57%
UK 52%
France 32%
Germany 28%

Source: nVision research
Base: 13,000 aged 15+, 2008

By 2013…
Most people will access their daily news on a portable device or
online via their PCs rather than buying newspaper hard copies

“This will differ for weekend papers where news isn't so important and the consumption
mode betters fits the lifestyle at that moment”

“Although old habits die hard, people will realise that anything on paper is not new news.
Online will complement”

“I don't think it will happen that fast”

Even if content is cheaper online I will still buy…
“If all content (films, music, games etc) cost money, but it cost ONE THIRD LESS to
watch online or download to save than to buy in physical form, would you do the
following… about the same that I do now”

Least affected 65%
63% 62%
Books
52% 52%
Newspapers 49% 49%

Magazines
Merchandise

Most affected
CDs
DVDs Buy books Buy physical Buy Buy physical Buy boxed Buy films on Rent films on
newspapers magazines CDs computer physical physical
games DVDs DVDs


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