A comprehensive audit of entertainment and digital consumer activity in the UK today, commissioned by Wiggin LLP. This year's survey looks at the media and platforms through which consumers are accessing content, social networks, smartphones and mcommerce. There's a wealth of other findings on YouView, ebooks, 3D devices, film consumption and piracy.

1. 2011 Digital Entertainment Survey
Full report

2. Wiggin is one of the UK‟s leading media law firms. Recognised by many as the best in
the media business, Wiggin is a specialist in film, music, sport, computer gaming,
igaming, technology, broadcast and publishing, and has earned an international
reputation for fresh thinking and innovative approaches.
The 65-strong firm takes instructions from broadcasters, regulatory bodies, sports
businesses, production companies, telecommunications companies, film studios,
record labels, publishers, TV channels and digital service providers.
Clients include All3Media, Bauer, BPI, BT, Channel 4, Columbia Pictures, Condé Nast,
Discovery, Endemol, FACT, HBO, IFPI, Ingenious, ITV, The International Cricket
Council, Macmillan, Manchester United FC, Marvel, Miramax, MPA, NBC Universal,
Paramount Pictures, Party Gaming, Perform, PPL, Racing UK, Sony, Shazam, Time
Warner Books, Trinity Mirror, Turf TV, Twentieth Century Fox Film, UEFA, UKTV, Virgin
Media and Warner Brothers.
www.wiggin.co.uk
Entertainment Media Research is Europe‟s foremost research consultancy for
entertainment and music. It was founded in 1997 by the former Head of Music
Information at MTV Europe in anticipation of the digital entertainment revolution.
Today, Entertainment Media Research is an international business headquartered in
London serving the entertainment, media and advertising industries.
We combine quantitative research skills with entertainment sector expertise and
branding consultancy to offer a unique and powerful service to brands and technology
providers in the entertainment industry.
www.entertainmentmediaresearch.com
2

3. Contents
Introduction 4
Methodology & sample profile 5
Preface 7
Headline findings 9
Detailed findings
Entertainment and digital activity audit 18
Future trends 26
Technology and device ownership 29
Movies 35
3D 40
YouView 45
Tablets 49
Social networks 55
Video 80
Group Buying Websites 85
Mobile Devices 91
Mobile Localisation 98
Mobile Commerce 107
Piracy 115
3

4. Introduction
We are very pleased to present our fourth Digital Entertainment Survey, a comprehensive annual audit of entertainment and digital
activity in the UK today, investigating the behaviour, trends, preferences and attitudes of consumers across all forms of entertainment
activity.
This year‟s survey focuses on the media and platforms through which consumers are accessing content, and in particular the
astonishing popularity of tablet computers. We also look in detail at how the usage of social networks is changing, and how
entertainment brands need to adapt in order to maximise the opportunity to market and sell in the social environment.
The rise in smartphone and tablet penetration means new opportunities for media brands, and the survey gives insight into the types
of content that consumers want to access on these new mobile platforms. Mobile commerce is finally becoming a real experience for
consumers, but it‟s clearly still early days for geo-location services and payment by near-field technology implanted on mobile
devices.
There‟s also evidence of a real anticipation of the YouView platform, where broadcast and web-based content will sit side by side, and
the survey shows that YouView presents real opportunities for a new breed of web-TV content.
There is a wealth of other findings from the survey in this report including on ebooks, 3D devices, film consumption and piracy among
other things. We hope you find the results useful and provide food for thought. If there‟s any data that you would like to explore in
more detail we would be happy to discuss with you how we could help.
Alexander Ross
Partner
Wiggin LLP
4

5. Methodology
• The findings are based on a large-scale online survey of 1,959 UK respondents,
representative of the national demographic conducted in April 2011
• The survey was commissioned by Wiggin
• Readers are welcome to use data in this report but such use must acknowledge the 2011
Digital Entertainment Survey from Entertainment Media Research and Wiggin as the source
Please note that percentages may not add exactly due to rounding
All research, analysis and reporting conducted by Entertainment Media Research,
Europe’s number 1 music and entertainment research agency
For more information, please contact:
Wiggin
www.wiggin.co.uk
+44 (0) 1242 224114
Alexander Ross, Partner – Music , Publishing and Technology alexander.ross@wiggin.co.uk
Emma Massingham, Client Relationship and Business Development Manager emma.massingham@wiggin.co.uk
Entertainment Media Research
www.entertainmentmediaresearch.com
+44 (0) 207 240 1222
Russell Hart, CEO russell.hart@entertainmentmediaresearch.com
Gareth Edwards, Senior Research Manager gareth.edwards@entertainmentmediaresearch.com
Patrick Johnston, Head of Business Development patrick.johnston@entertainmentmediaresearch.com
5

6. Sample profile
Weighted
%
Male 15-19 6% Sample has been weighted to
Male 20-24 6% reflect the national
Male 25-34 10%
demographics of the UK
Male 35-44 11%
Male 45-54 9%
Male 55-64 8%
Female 15-19 6% 50% male
Female 20-24 6%
Female 25-34 10%
Female 35-44 11%
Female 45-54 9%
Female 55-64 8%
London 12% 50% female
South 31%
Midlands 16%
North 25%
Wales 5%
Northern Ireland 3%
Scotland 8%
Total 100%
6

7. Preface: The future of media
We certainly live in challenging and exciting times. Disruption is a constant companion; permanent beta the default.
Tablets, now-ness, social commerce, alternative currencies, multi-platform storytelling, augmented reality - every week something
new may end up remixing our business plans.
Globally, telecoms and mobile operators are moving up the food-chain into media and advertising (someone coined this development
'TeleMedia'), and social networks are quickly becoming the next global broadcasters – but without the cables or satellites.
Soon, most of the world's Internet traffic will be generated by a huge variety of mobile devices instead of computers, and 'the other 3
billion' users aka consumers in the BRIC countries are coming online at a very fast pace. Remember: 10% more broadband and / or
wireless equates to 1% growth in GDP – but also a 1000% percent increase in disruption:)
Give it another 3-5 years and it's very likely that almost 5 billion people will be connected with fast and very cheap (if not free) mobile
devices - and they will not 'consume' media and so-called content in the same way that we did when renting a movie still meant
getting a piece of plastic that embodied it, or becoming a faithful and constant visitor to the quite beautiful but nevertheless super-
walled iTunes garden.
Most importantly, these digital natives, those pesky millennials, the inadvertent micro-pirates of our cherished digital files, are people
of the screen, not people of the book, as Kevin Kelly rightly summarises. To them, the world looks and feels different and many pre-
screen, pre-networked rules seem hopelessly antiquated - they won't buy if we don't change how we sell.
To add to Kevin's meme, I think 'people of the screen' are people that increasingly prefer access (i.e. not copies); they are people who
want total and unfettered control over when and how they use their media and who they share it with, and they are people who often
co-create and participate, as well.
We must embrace the reality that we are at the beginning of a global shift from copy to access: many of us will be happy with just
having access to content, anytime, anywhere, on the best screen available, rather than wanting to 'own' (i.e. download) it. If 'the
cloud' proves that it works we will make the switch - just like we switched from printed maps to navigation devices. Sure, it may take
longer if you don't live in a major urban centre, but we are going from broadcast to broadband - or better, plus- broadband, from
wired to / plus mobile, from 'the network' to / plus 'the networked' - and our world is no longer linear, it's not yes or no, it's… an „it
depends‟ world. Fragmentation, aggregation, curation - but not mere distribution.
7

8. Preface (continued)
This shift is impacting all media, starting with music (see Spotify, Simfy, Rdio etc), movies and TV shows (see Netflix, Amazon,
Youview etc), to books, newspapers, magazines, games and software. This 'from ownership to access' trend is even visible in the
physical domain of „stuff‟ such as in the rise of car-sharing, home-swapping and 3D printing: if we can use it why do we need a copy of
it, for ourselves?
I believe that the switch from 'owning to accessing' will be an extremely lucrative turn of events for creators and their various
middlemen and industries. Once we have overcome the need to package media in expensive physical formats we will see tremendous
growth here.
In a digital world, our costs will be much lower, marketing will be done via those that love what we do and are yearning to tell others,
and many new revenues will be generated via many new combinations of I Pay, You Pay, They Pay (to quote Shelly Palmer). We just
need to allow it.
Be ready: value is shifting from distribution to attention, and while this is happening we are also swiftly moving into a complete reboot
of advertising, i.e. to with-vertising not @vertising, to engagement rather than interruption, to conversation rather than yelling.
I predict that between 30 - 40 % of the entire global advertising, marketing, PR and promotion budget (currently approximately $1
trillion) will merge to digital, mobile and interactive means of reaching consumers: advertising and marketing (and selling!) are being
reinvented along with media. Exciting times.
In a totally networked and always-on society, skills, creativity, curation, filtering and expert-ship will be more important than ever
before - and if we keep our eyes on what the 'people formerly known as consumers' really want rather than follow our own assumptions
and outmoded orthodoxies, the media business has a great future. Engage, or become irrelevant!
Gerd Leonhard
Media Futurist
CEO, The Futures Agency
8

9. Headline findings
9

10. The increasing popularity of e-book
piracy
The Digital Entertainment Survey 2011 has established that the rising popularity of tablets and e-book readers is fuelling
a rise in the number of people downloading infringing copies of e-books.
Just over a fifth of people say they own or have access to an e-book reader, while 17% own/access a tablet. Amongst
non-owners, the Kindle is very popular, second only to the iPad as the must-have portable device for consumers.
In line with these ownership rates, the survey reveals that reading e-books is an activity increasing in popularity. More
than one in five (22%) of people taking part in the survey read e-books on at least an occasional basis and 36% intend to
do this more frequently over the next 12 months.
Worryingly, among men and women from all age ranges, a third of those who own tablet computers (36%) and a quarter
of those who own an e-book reader (29%) admit to regularly or occasionally downloading unauthorised copies of e-
books. The findings show this is an activity that will continue to grow as a quarter of „e-book pirates‟ intend to do this
activity to a larger extent in the next 12 months.
10

11. The must-have gadget: tablets
The Digital Entertainment Survey has established that the tablet has become the must-have gadget of the moment. One
in ten of people taking part in the survey now own a tablet device of some sort, which is a remarkable figure when
taking into account that the iPad was only released in May 2010. Ownership rates are highest amongst first and early
adopters (35% and 19% respectively), 25-34 year olds (18%) and males (13% vs. 8% females).
Demand shows no signs of waning – one in five people say they plan on purchasing a tablet in the next 6 months and the
iPad2 32GB is the most desired gadget amongst all respondents.
The tablet is used overwhelmingly for entertainment purposes such as listening to music (49%), reading books (38%) and
watching videos (33%) although surprisingly they are used most for email (53%).
The main barrier to tablet ownership is price. Just under four in ten (38%) non-owners say the devices are currently too
expensive, and one in four are waiting for the cost to go down which indicates that ownership rates will increase
considerably if prices fall.
11

12. Commercialisation of Facebook
The survey reveals that the popularity of social networks in their current form may be close to its peak - 45% of those
who use social networks say they are getting bored of them.
However, 62% of those surveyed have Facebook profiles and over half of those (57%) check their profile at least once a
day, so Facebook continues to dominate as the main platform for social network activity.
The survey explores the effectiveness of brand interaction on Facebook and shows that people are more likely than in
2010 to like brands on Facebook (58% vs. 50%) - consumers aged 15-35 are most likely to do this. Brand interaction is
driven primarily by an existing interest in the brands‟ products/services (48% say this), the attraction of special
offers/discounts (45%) and entry into competitions (44%).
Although this might imply the successful commercialisation of Facebook, caution should be taken with this
interpretation - four in ten people think brands are intrusive on social networks. Over half (55%) of Facebook users
agree they usually ignore brand updates, 22% read brand status updates less frequently than they did a year ago and
38% of people say that they never visit a brand‟s social network page after liking a brand.
Furthermore, less than a third of users claim to have actually purchased a product/service as a consequence of
interacting with brands on Facebook.
12

13. The continued rise of mobile internet
use and commerce
The survey reveals that there has been considerable growth in the number of people who say they regularly use their
mobile device to surf the internet – a quarter of respondents claim to do this on a regular basis, which represents an
increase of 9% points since 2010.
The survey explores the extent consumers are using their mobile phones to make online purchases, and uncovers the
growing importance of mobile as a retail platform. 37% of consumers owning a mobile device with internet access say
they have made at least one online purchase within the last six months and a quarter have actually made more than
five purchases within this period. This is an activity most popular amongst teenage males (51% have made purchases)
and males aged 35-44 (47%). The most popular items purchased on mobile devices are music (including downloads)
(19%), clothes (15%), groceries (13%) and electrical goods (13%).
People who have not yet made purchases through their mobile are most likely to say that they prefer using their PC,
laptop or tablet for online purchases (54% mentioned this) while a quarter (26%) have not yet had an opportunity for
mobile purchasing because they do not have internet on their existing mobile. Interestingly one in five (19%) have been
put off because of security concerns.
13

14. Initial scepticism towards mobile
payments
The research shows that almost two thirds (64%) of people are sceptical about using their mobile phone to make small
payments at the shop counter. Females are generally more likely than their male counterparts to be sceptical (68% vs.
58%).
The main reasons given by people for non-interest relate to security concerns (55%) and the implications of losing the
mobile phone used to make payments (41%). This indicates that mobile device providers and retailers will need to
reassure consumers about this new means of payment if it is to get off the ground and become a main stream payment
alternative.
On a positive note, first adopters of technology and people aged under 20 are the most enthusiastic and most likely to
find mobile payments „very appealing‟ (40% and 17% respectively vs. 9% average).
The main reasons for interest in mobile payments are that it will save time when paying for goods/services (mentioned
by 54% of those interested) and will allow the consumer to avoid carrying a wallet and bank cards (46%).
14

15. The continued rise of online video
The research reveals that over three quarters of respondents (78%) watch online videos.
The findings show that content-based videos are most popular. Just under a quarter (23%) of people say they watch
music videos and 15% watch „comedy‟ videos at least a few times a week. Videos that simply advertise products are less
appealing – 9% say they watch them at least a few times a week.
Consumers are most likely to view online videos about products/services at the pre-purchase stage of the purchasing
cycle - 56% of video viewers watch online videos when considering a product/service to buy and almost a third (32%)
watch them just before making a purchase. Three in ten consumers who watch online videos say they have made a
purchase after watching a video showing the product/service. This indicates that there is opportunity for brands to
successfully utilise online video within their marketing strategy.
Males aged 20-24 are most likely to have purchased a product/service after watching an online video that shows it – 51%
of this group claim to have done so.
15

16. Considerable interest in Youview
Despite the delay in the launch of Youview, the survey indicates that there will be considerable demand for this new
viewing platform when it is eventually launched. 46% of people who took part in the survey are interested in Youview.
First adopters of technology (74%) and males aged under 35 (52%) are most likely to say they are interested. Only a
quarter of people say they are not interested (14% not at all interested and 12% not interested) and 28% are impartial.
The most appealing attributes of Youview include being able to watch catch-up TV (46% mentioned this) and online
videos (39%) on the main household television, because it is a cheaper option than a subscription model (38%) and being
able to watch „on demand‟ services (32%).
Amongst consumers who are not interested the main barrier is the anticipated £200 cost for the viewing box -
mentioned by 42%.
16

17. Piracy
The judicial review of the Digital Economy Act has completed, although the prospects of an appeal remain as we go
to press. Unsurprisingly, given the delay in implementation caused by this action, our survey shows that awareness
of this legislation is low. At the present time, it is also apparent that until implementation of the initial measures
under this legislation, many confessed infringers of copyright (32%) intend to do nothing to avoid the measures that
may be directed at them. Where infringers have indicated a response, it is apparent that whilst some (37%) intend to
avoid detection others intend to introduce parental controls (16%) or even give their children money to purchase
content legitimately (13%). This sort of spread of potential reactions is entirely consistent with the finding of the
Judge in the Judicial Review that:
“It is not disputed that technical means of avoiding detection are available, for those knowledgeable and skilful
enough to employ them. However, the central difficulty of this argument is that it rests upon assumptions about
human behaviour. Experts can seek to establish a profile of those who engage in P2P file sharing, and their various
reasons for doing so, and may then attempt to predict how these users may be likely to respond if confronted with
the kind of regime that the DEA enacts. In theory, some may cease or substantially curtail their unlawful activities,
substituting or not, for example, lawful downloading of music; others may simply seek other means to continue
their unlawful activities, using whatever technical means are open. The final outcome is uncertain because it is
notoriously difficult accurately to predict human behaviour. … the days when it was assumed that consumers act
only out of the pursuit of economic self interest, and do not, quite rationally, respond to moral, altruistic or longer
term considerations, are long gone.”
As Government and the courts now wrestle with the role that ISPs may take in blocking access to websites that are
engaged in undertaking or enabling copyright infringement, there is a significant finding that 62% of all respondents
consider that more should be done to stop such sites and only 8% of all respondents disagree with this proposition.
Blocking websites is also a popular action to prevent piracy amongst those that engage in this activity.
17

18. Entertainment and
digital activity audit
18

19. Entertainment activity audit
Top 25 of 49
Question 3: Please tell us whether you do
any of these leisure activities?
Regularly Occasionally Rarely Plan to start in next 6 months No plans to start Unfamiliar
This slide shows the activities done most
Watch live scheduled television 58% 22% 8% 2% 8% 2% regularly by consumers.
Watch Sky, Virgin Media or other 49% 11% 5%3% 28% 5% Unremarkably watching regular scheduled
Use social network sites such as Facebook 47% 18% 9% 2% 20% 5% TV and subscription TV top the list. The
Read paperback or hardback books / novels 47% 24% 14% 2% 9% 3% third most regular activity mentioned was
using social network sites. This was also
Watch recorded television 43% 25% 11% 3% 14% 4%
in the top 3 in 2010, indicating its
Listen to AM/FM/DAB radio 38% 23% 10% 3% 19% 8% continued widespread use.
Read magazines 32% 32% 19% 2% 11% 3%
Other digital entertainment activities
Watch catch-up TV over the internet 29% 31% 15% 3% 17% 5% done regularly include watching catch-up
Use your mobile device to surf the Internet 26% 17% 13% 4% 33% 6% TV over the internet, using mobile
Play online computer games on a PC or console 26% 22% 13% 3% 28% 8% devices to surf the internet and playing
online computer games on a PC or
Go to the cinema 21% 33% 28% 4% 11% 2%
console.
Play games on your mobile device 21% 23% 14% 3% 32% 7%
Listen to radio streamed over the Internet 19% 26% 18% 4% 25% 9%
Use internet chatrooms / forums 18% 21% 16% 3% 33% 10%
Play games on a handheld device 16% 18% 15% 4% 40% 7%
Play games on social network sites 16% 16% 13% 2% 46% 8%
D/l Apps onto your mobile phone 16% 18% 13% 5% 40% 8%
Rent DVDs 14% 19% 19% 4% 38% 5%
Listen to music for free but with adverts 14% 14% 10% 4% 45% 13%
Listen to radio on your mobile phone 12% 16% 15% 5% 44% 8%
Read other peoples' blogs 11% 22% 20% 3% 37% 8%
Read e-books 10% 12% 10% 12% 43% 14%
Base: Q3, All respondents (1,959) 19

20. Entertainment activity audit
Top 25 of 49
Question 3: Please tell us whether
you do any of these leisure activities?
Regularly Occasionally Rarely Plan to start in next 6 months No plans to start Unfamiliar
This slide shows the rest of the activities
Pay-per-view / On-demand movies via Sky 10% 15% 13% 5% 48% 8% conducted regularly by consumers.
Watch television on your PC via a PC tv-card or USB… 8% 10% 10% 5% 55% 11%
Watch video blogs (Vlogs) 8% 13% 13% 4% 49% 13%
Swap files from hard drives or USB sticks 8% 14% 13% 3% 51% 11%
Purchase e-books to D/l onto your mobile device 7% 9% 8% 8% 56% 11%
Watch movies or TV on a games console 7% 13% 10% 4% 55% 11%
Play on 3D games consoles 7% 8% 5% 10% 58% 13%
Write your own blog 7% 9% 9% 7% 58% 10%
Pay-per-view / On-demand movies over the Internet 6% 9% 8% 6% 60% 11%
Watch films or TV programmes at home in 3D 6% 8% 5% 11% 58% 12%
Purch prepaid points cards for a console game system 6% 9% 7% 4% 57% 16%
Purch digital enhancements / features for a comp game 6% 10% 9% 4% 56% 15%
D/l / stream unauth films / tv - linking and hosting sites 6% 9% 6% 2% 54% 23%
D/l unauth music using filesharing sites 5% 8% 6%2% 56% 23%
Pay-per-view / On-demand movies on Mobile device 5% 7% 6% 5% 64% 13%
Subscribe to an MMORPG online game 5% 6% 5% 4% 55% 24%
D/l unauth films / tv programmes - filesharing sites 5% 7% 6%2% 57% 24%
Pay a monthly fee to a music streaming service 5% 6% 4% 6% 66% 14%
Watch webisodes on the internet such 4% 6% 5% 4% 60% 21%
Watch mobisodes / made for mobile episodes 4% 6% 4% 4% 58% 24%
D/l unauth games / software - filesharing sites 4% 6% 5%2% 59% 24%
D/l unauth copies of ebooks 4% 5% 4%2% 61% 24%
D/l unauth games / software - linking and hosting sites 3% 6% 6%2% 58% 25%
Base: Q3, All respondents (1,959) 20

21. % Do regularly To tal M1 9
5-1 M 20-24 M 25-34 M 35-44 M 45-54 M 55-64 F1 9
5-1 F20-24 F25-34 F35-44 F45-54 F55-64
Entertainment activity audit by demographics Wa tc h live sc h e d u le d te le visio n
Wa tc h S ky, V irg in Me d ia o r o th e r
58%
49%
40%
39%
48%
42%
49%
49%
61%
48%
69%
53%
76%
49%
44%
38%
44%
44%
55%
51%
59%
57%
62%
56%
75%
48%
Use so c ia l n e two rk site s su c h a s Fa c e b o o k 47% 60% 58% 51% 43% 29% 19% 73% 73% 61% 48% 32% 31%
Re a d p a p e rb a c k o r h a rd b a c k b o o ks / n o ve ls 47% 27% 23% 33% 43% 35% 48% 48% 42% 55% 59% 62% 69%
Wa tc h re c o rd e d te le visio n 43% 33% 33% 35% 43% 44% 42% 39% 36% 47% 51% 49% 47%
L iste n to A M/FM/DA B ra d io 38% 26% 38% 46% 41% 41% 44% 35% 32% 38% 40% 39% 30%
Re a d ma g a zin e s 32% 20% 23% 26% 27% 26% 29% 31% 36% 40% 37% 46% 36%
Wa tc h c a tc h - u p TV o ve r th e in te rn e t 29% 37% 39% 30% 23% 20% 17% 43% 44% 33% 26% 24% 21%
P la y o n lin e c o mp u te r g a me s o n a P C o r c o n so le 26% 41% 36% 35% 28% 17% 9% 39% 45% 40% 19% 9% 9%
Use yo u r mo b ile d e vic e to su rf th e In te rn e t 26% 42% 46% 36% 29% 16% 10% 30% 28% 28% 22% 17% 14%
G o to th e c in e ma 21% 28% 24% 25% 22% 12% 11% 30% 19% 31% 22% 18% 12%
P la y g a me s o n yo u r mo b ile d e vic e 21% 33% 39% 29% 23% 10% 3% 25% 35% 30% 21% 12% 4%
L iste n to ra d io stre a me d o ve r th e In te rn e t 19% 19% 28% 29% 24% 14% 15% 20% 17% 24% 13% 15% 10%
Use in te rn e t c h a tro o ms / fo ru ms 18% 23% 28% 27% 20% 13% 11% 17% 16% 25% 15% 12% 8%
P la y g a me s o n a h a n d h e ld d e vic e 16% 28% 23% 24% 17% 5% 3% 15% 21% 23% 17% 12% 9%
P la y g a me s o n so c ia l n e two rk site s 16% 15% 26% 20% 16% 9% 5% 21% 23% 24% 16% 12% 10%
D/l A p p s o n to yo u r mo b ile p h o n e 16% 37% 35% 22% 16% 6% 7% 14% 27% 19% 12% 5% 5%
Re n t DV Ds 14% 15% 16% 21% 12% 11% 8% 11% 20% 23% 14% 12% 4%
L iste n to mu sic fo r fre e b u t with a d ve rts 14% 26% 30% 17% 15% 7% 7% 19% 19% 19% 6% 5% 4%
L iste n to ra d io o n yo u r mo b ile p h o n e 12% 23% 21% 19% 15% 4% 3% 10% 18% 20% 8% 5% 5%
Re a d o th e r p e o p le s' b lo g s 11% 18% 18% 19% 9% 6% 4% 10% 12% 14% 10% 7% 8%
Re a d e - b o o ks 10% 9% 16% 12% 14% 4% 9% 8% 11% 16% 9% 9% 4%
P a y- p e r- vie w / O n - d e ma n d mo vie s via S ky 10% 17% 18% 16% 9% 6% 5% 11% 8% 14% 8% 5% 4%
Wa tc h vid e o b lo g s (V lo g s) 8% 19% 16% 14% 11% 2% 3% 9% 10% 11% 4% 2% 1%
S wa p file s fro m h a rd d rive s o r US B stic ks 8% 22% 17% 11% 7% 2% 1% 10% 15% 10% 4% 3% 4%
Wa tc h TV o n yo u r P C via P C tv- c a rd o r US B tu n e r 8% 18% 14% 11% 9% 4% 2% 9% 12% 11% 4% 1% 2%
P la y o n 3 D g a me s c o n so le s 7% 8% 13% 12% 8% 4% 5% 6% 9% 10% 5% 7% 2%
P u rc h a se e - b o o ks to D/l o n to yo u r mo b ile d e vic e 7% 14% 21% 15% 6% 1% 1% 8% 10% 12% 3% 1% 1%
Wa tc h mo vie s o r TV o n a g a me s c o n so le 7% 17% 18% 10% 9% 4% 1% 3% 9% 10% 4% 1% 1%
Write yo u r o wn b lo g 7% 15% 13% 14% 5% 2% 2% 8% 6% 11% 3% 1% 3%
Wa tc h films o r TV p ro g ra mme s a t h o me in 3 D 6% 12% 11% 14% 7% 3% 1% 5% 7% 9% 2% 2% 1%
D/l / stre a m u n a u th films tv – lin kin g /h o stin g site s 6% 14% 14% 8% 7% 2% 1% 9% 6% 11% 5% 1% 1%
P a y- p e r- vie w / O n - d e ma n d mo vie s o ve r In te rn e t 6% 15% 14% 13% 7% 2% 0% 5% 9% 8% 2% 0% 1%
P u rc h p re p a id p o in ts c a rd s fo r c o n so le g a me sys 6% 10% 13% 14% 9% 1% 1% 5% 7% 8% 2% 0% 0%
P u rc h d ig i e n h a n c e me n ts/ fe a tu re s fo r c o mp g a me 6% 8% 18% 11% 7% 1% 0% 11% 10% 8% 0% 1% 0%
D/l u n a u th mu sic u sin g file sh a rin g site s 5% 10% 15% 9% 6% 1% 1% 10% 7% 7% 1% 1% 0%
S u b sc rib e to a n MMO RP G o n lin e g a me 5% 9% 12% 11% 5% 1% 0% 4% 5% 10% 3% 2% 1%
D/l u n a u th films / tv p ro g ra mme s - file sh a rin g site s 5% 10% 15% 11% 5% 3% 0% 4% 6% 6% 3% 0% 1%
P a y a mo n th ly fe e to a mu sic stre a min g se rvic e 5% 7% 19% 9% 6% 2% 0% 6% 5% 7% 0% 1% 1%
P a y- p e r- vie w / O n - d e ma n d mo vie s o n Mo b ile 5% 14% 10% 10% 5% 1% 0% 5% 5% 8% 2% 1% 2%
D/l u n a u th g a me s / so ftwa re - file sh a rin g site s 4% 11% 13% 9% 4% 1% 1% 5% 6% 6% 1% 0% 1%
D/l u n a u th c o p ie s o f e b o o ks 4% 10% 9% 10% 4% 0% 0% 4% 4% 7% 1% 0% 0%
Wa tc h we b iso d e s o n th e in te rn e t su c h 4% 8% 10% 9% 6% 1% 0% 4% 3% 5% 0% 0% 1%
Wa tc h mo b iso d e s / ma d e fo r mo b ile e p iso d e s 4% 7% 13% 8% 3% 1% 0% 4% 4% 6% 0% 1% 0%
D/l u n a u th g a me s / so ftwa re - lin kin g /h o stin g site s 3% 8% 13% 7% 3% 0% 0% 5% 2% 5% 0% 0% 0%
21

22. Tracking those regularly doing
each activity
Top 15 % Point Increase
2011 2010 2009
2010-2011
58%
Watch live scheduled television 66% -8% This slide tracks those regularly doing
66%
49% each activity from 2009 to 2011.
Watch Sky, Virgin Media or other
subscription television service 43% 5%
45% There are considerable increases since
Use social network sites such as 47%
48% -1% 2010 for using mobile devices to surf the
Facebook, Myspace or Bebo 47%
internet and play games.
Read paperback or hardback books / 47%
novels 48% -1%
47% There have also been increases for
43% playing online computer games on a
Watch recorded television 42% 1%
35% PC/console and watching subscription
Listen to AM/FM/DAB radio (not 38% television services.
streamed over the internet) 51% -12%
48%
32% The main casualties have been the more
Read magazines 34% -2%
34% traditional activities of listening to
29% AM/FM/DAB radio and watching live
Watch catch-up TV over the internet 29% -1%
19% scheduled television.
Use your mobile device to surf the 26%
Internet 18% 9%
11%
Play online computer games on a PC 26%
or console 20% 5%
23%
21%
Go to the cinema 22% 0%
20%
Play games on your mobile phone or 21%
other mobile device 16%
13% 5%
Listen to radio streamed over the 19%
Internet 18%
19% 0%
18%
Use internet chatrooms / forums 17%
10% 1%
Play games on a handheld device eg 16%
PSP, Nintendo DS 18%
20% -2%
% Regularly Base: Q3, All regularly doing each activity (bases differ) 22

23. Tracking those regularly doing
each activity
16-30 % Point Increase
2011 2010 2009 2010-2011
16%
Play games on social network sites 18% -2% This slide tracks those regularly doing
0%
additional activities from 2009 to 2011.
16%
Download Apps onto your mobile phone 7% 9%
5% Since 2010 there have been considerable
14% increases in downloading apps onto
Rent DVDs 16% -2%
17% mobile phones and purchasing / reading
Listen to music for free with adverts from 14% e-books.
streaming sites 14% 0%
0%
12% Playing on 3D consoles has become a new
Listen to radio on your mobile phone 9% 3% activity since 2010.
8%
11%
Read other peoples' blogs 10% 1%
9%
10%
Read e-books 6% 4%
5%
Watch Pay-per-view / On-demand movies 10%
via Sky or cable 7% 3%
8%
Watch television on your PC via a PC tv- 8%
card or USB tuner 6% 2%
4%
8%
Watch video blogs (Vlogs) 7% 1%
0%
Swap files from hard drives or USB sticks 8%
with friends 8% 0%
8%
Purchase e-books to d/l onto your mobile 7%
/ PDA / Tablet PC / other 7%
0%
Watch movies or TV programmes through 7%
your games console 7% 0%
6%
7%
Play on 3D games consoles 0% 7%
0%
7%
Write your own blog 5% 2%
6%
% Regularly Base: Q3, All regularly doing each activity (bases differ) 23

24. Tracking those regularly doing
each activity
31-46 2011 2010 2009
7%
None of these 6% 1%
0% This slide tracks from 2009 to 2011 the
Watch Pay-per-view / On-demand movies 6% rest of the activities that people do
over the Internet 5% 2%
4%
regularly.
Watch films or TV programmes at home in 6%
3D 6% 0%
0% Watching pay per view/ on-demand
Purchase prepaid points cards for use on a 6% movies on mobile devices and
console game system 5% 1%
0% downloading unauthorised copies of e-
Purchase digital enhancements or features 6% books have emerged as new activities
for use in a computer game 6% 0%
0%
since 2010.
Download or stream unauthorised films or tv 6%
using linking and hosting sites 5% 0%
4%
Download unauthorised music using peer to 5%
peer filesharing sites 6% -1%
5%
Watch Pay-per-view / On-demand movies on 5%
Mobile device 0% 5%
5%
Subscribe to an MMORPG online game 4% 1%
6%
Download unauthorised films or tv using 5%
peer to peer filesharing sites 5% 0%
5%
Pay a monthly fee (subscribe) to a music 5%
streaming service 4% 1%
4%
Watch webisodes on the internet such as 4%
Kate Modern / LonelyGirl15 4% 1%
3%
Watch mobisodes / made for mobile 4%
episodes on your mobile phone 3% 1%
3%
Download unauthorised games or 4%
applications using filesharing sites 4% 0%
3%
4%
Download unauthorised copies of ebooks 0% 4%
0%
Download unauthorised games or 3%
applications using linking and hosting sites 5% -1%
4%
% Regularly Base: Q3, All regularly doing each activity (bases differ) 24

25. Biggest movers
Those doing each activity regularly 2011 vs. 2010
% Point Increase 2010 - 2011
Download Apps onto your mobile phone 9%
Use your mobile device to surf the Internet 9%
Purchase e-books to d/l onto your mobile / PDA / Tablet PC / other 7%
Play on 3D games consoles 7%
Watch Sky, Virgin Media or other subscription television service 5%
Play online computer games on a PC or console 5%
Play games on your mobile phone or other mobile device 5%
Watch Pay-per-view / On-demand movies on Mobile device 5%
Read e-books 4%
Download unauthorised copies of ebooks 4%
Listen to radio on your mobile phone 3%
Watch Pay-per-view / On-demand movies via Sky or cable 3%
Watch television on your PC via a PC tv-card or USB tuner 2%
Write your own blog 2%
Watch Pay-per-view / On-demand movies over the Internet 2%
Base: Q3, All respondents (1,959) 25

26. Future
trends
26

27. Future intentions (Among those doing each activity)
Top 25
Question 6: And in the next few months do you expect that you'll be
being doing these activities more or less often than now?
% doing each
activity
Do more in next 12 months No change Do less in next 12 months
We asked those who do each activity
Purchase e-books to D/l onto mobile device / Tablet, etc 36% 58% 5% 25% whether they expect to be doing more or
less of these activities in the foreseeable
Read e-books 36% 57% 7% 9%
future.
Write your own blog 36% 55% 8% 12%
Use your mobile device to surf the Internet 32% 62% 5% 14% Purchasing e-books, reading e-books and
writing own blog top the list of activities
Pay a monthly fee (subscribe) to a music streaming service 32% 57% 11% 9%
that people intend to do more in the next
Watch films or TV programmes at home in 3D 32% 62% 6% 21%
12 months - 36% of people who do each
Play on 3D games consoles 32% 60% 9% 22% of these activities said this.
D/l Apps onto your mobile phone 31% 62% 7% 45%
Using mobile devices more often for such
Watch mobisodes / made for mobile episodes 29% 61% 10% 67%
activities as surfing the internet,
Subscribe to an MMORPG online game 29% 56% 14% 32% downloading apps and watching pay per
Watch Pay-per-view / On-demand movies on Mobile device 29% 62% 9% 18% view movies also rank in the Top 25, as
Watch Pay-per-view / On-demand movies over the Internet 29% 64% 8% 23% does watching 3D films/TV programmes
and playing on 3D games consoles.
Read paperback or hardback books / novels 29% 66% 5% 84%
Purchase digital enhancements / features for a comp game 29% 61% 10% 25%
Watch movies or TV programmes through your console 28% 65% 7% 30%
D/l unauth games / software apps using filesharing sites 28% 58% 14% 15%
Watch catch-up TV over the internet 27% 69% 4% 75%
Watch webisodes on the internet 27% 64% 9% 15%
Listen to radio on your mobile phone 27% 66% 8% 43%
Go to the cinema 27% 66% 7% 82%
D/l unauthorised music using peer to peer filesharing sites 25% 61% 13% 19%
Purchase prepaid points cards for a console game system 25% 65% 10% 22%
Base: Q6, All doing each activity (bases differ) 27

28. Future intentions (Among those doing
each activity)
Question 6: And in the next few months do you expect that you'll be
being doing these activities more or less often than now?
% doing each
Do more in next 12 mths No change Do less in next 12 mths activity
Listen to music for free but with adverts from streaming sites 25% 67% 8% 38% This slide shows the other activities that
consumers expect to be doing more or
D/l unauthorised games or software using hosting sites 24% 64% 12% 15%
less of in the next 12 months.
D/l unauthorised films or tv progs using p2p filesharing sites 24% 61% 15% 18%
D/l / stream unauthorised films or tv progs - hosting sites 24% 64% 12% 21%
D/l unauthorised copies of ebooks 24% 64% 12% 17%
Watch video blogs (Vlogs) 24% 66% 10% 34%
Swap files from hard drives / USB sticks with friends 23% 67% 9% 35%
Listen to radio streamed over the Internet 23% 71% 6% 63%
Watch recorded television 23% 72% 5% 79%
Play games on social network sites 22% 69% 9% 45%
Watch television on your PC via a PC tv-card or USB tuner 22% 69% 9% 28%
Play games on your mobile phone or other mobile device 21% 70% 9% 78%
Watch Sky, Virgin Media or other subscription TV service 21% 73% 5% 65%
Play games on a handheld device eg PSP, Nintendo DS 21% 71% 8% 49%
Use social network sites such as Facebook, Myspace or Bebo 20% 70% 9% 74%
Use internet chatrooms / forums 20% 71% 9% 55%
Rent DVDs 19% 65% 16% 52%
Listen to AM/FM/DAB radio (not streamed over the internet) 19% 77% 4% 71%
Read other peoples' blogs 19% 75% 6% 53%
Play online computer games on a PC or console 19% 72% 9% 61%
Read magazines 18% 76% 6% 83%
Watch live scheduled television 17% 78% 5% 88%
Base: Q6, All doing each activity (bases differ) 28

29. Technology ownership
29

30. Technology owned
Top 20 of 34
Question 7: Please tick which of the following devices you currently
own or are seriously considering buying in the next few months
Own this
Access as if my own
Don't own but will get in next 6 mths
Don't own & will not get in next 6 mths
This slide shows the technology devices
Digital Camera (not on a mobile phone) 76% 6% 6% 11% consumers own or plan to acquire in the
next 6 months.
A wireless internet network at home 68% 6% 5% 21%
Apart from a mobile phone (either with
A mobile phone that can access the
66% 6% 7% 21% or without internet access), the device
Internet
with the highest ownership is a digital
A 'high definition' (HD) ready television set 62% 7% 10% 21% camera – owned by 76% of consumers.
Freeview (and don't have Top Up TV) 57% 8% 6% 29%
Mobile phone for calls and text, but little
51% 6% 4% 39%
else
DVD Recorder 48% 8% 9% 35%
Nintendo Wii 43% 9% 8% 40%
Satellite television (subscription to Sky) 40% 7% 7% 47%
An external hard drive to store media 39% 7% 11% 43%
DAB radio 38% 10% 12% 40%
DVR ie Hard drive recorder (excluding Sky+) 35% 8% 9% 48%
Sky + 33% 7% 8% 52%
Xbox 360 27% 8% 7% 59%
Base: Q7, All respondents (1,959) 30

31. Technology owned
21 to 34
Question 7: Please tick which of the following devices you currently
own or are seriously considering buying in the next few months
Own this
Access as if my own
Don't own but will get in next 6 mths
Don't own & will not get in next 6 mths
This slide shows the other technology
Freeview (and Top Up TV subscription… 27% 8% 7% 59% devices that consumers own or plan to
acquire in the next 6 months.
Cable television 25% 6% 5% 63%
The tablet / iPad is the device in greatest
Playstation 3 23% 8% 8% 62% demand with one in five respondents
intending to acquire one in the next 6
TV which can access the internet 18% 5% 12% 65% months.
A Blu-ray player (not a Playstation 3) 17% 5% 13% 65% 14% of respondents intend to purchase an
e-book reader in the next 6 months.
Sony PSP 17% 7% 6% 71%
Computer with TV viewing card 17% 6% 9% 68%
An e-book reader 14% 7% 14% 65%
Tablet /iPad 10% 7% 20% 63%
Nintendo 3DS 8% 6% 11% 74%
3D television set 7% 5% 12% 75%
Sky 3D subscription 6% 5% 10% 79%
Apple TV set top box 5%5% 7% 83%
Slingbox 4%5% 6% 85%
Base: Q7, All respondents (1,959) 31

32. Technology owned
Question 7: Please tick which of the following devices you currently
own or are seriously considering buying in the next few months
% ow n this Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64
Digital Camera (no t o n a mo bile pho ne) 76% 50% 56% 70% 74% 78% 83% 75% 70% 86% 85% 85% 84%
A wireless internet netwo rk at ho me 68% 77% 65% 69% 68% 64% 53% 69% 71% 73% 72% 72% 64%
A mo bile pho ne that can access the Internet 66% 66% 68% 75% 72% 61% 48% 78% 75% 78% 68% 53% 48%
A 'high definitio n' (HD) ready televisio n set 62% 67% 61% 63% 69% 66% 63% 45% 45% 56% 66% 72% 65%
Freeview (and do n't have To p Up TV subscriptio n channels) 57% 50% 50% 57% 61% 63% 65% 48% 45% 53% 59% 56% 68%
M o bile pho ne that can make calls and text, but little else 51% 43% 44% 51% 43% 52% 62% 41% 42% 52% 51% 60% 64%
DVD Reco rder 48% 38% 34% 40% 49% 60% 57% 35% 29% 40% 57% 61% 64%
Nintendo Wii 43% 46% 45% 48% 44% 39% 15% 55% 38% 55% 62% 39% 23%
Satellite televisio n (mo nthly subscriptio n to Sky) 40% 40% 36% 43% 39% 44% 31% 35% 29% 44% 49% 40% 33%
A n external hard drive to sto re media (music, mo vies etc) 39% 50% 55% 45% 45% 41% 46% 33% 37% 42% 27% 21% 29%
DA B radio 38% 37% 32% 43% 42% 48% 44% 34% 22% 34% 35% 35% 37%
DVR (Digital Video Reco rder) ie Hard drive reco rder (excluding Sky+) 35% 30% 31% 31% 38% 41% 40% 28% 22% 31% 38% 40% 39%
Sky + 33% 32% 37% 43% 30% 32% 24% 30% 26% 38% 43% 32% 25%
Xbo x 360 27% 55% 41% 37% 31% 22% 9% 23% 31% 31% 26% 16% 4%
Freeview (plus To p Up TV subscriptio n channels) 27% 39% 29% 32% 27% 27% 21% 24% 23% 28% 27% 20% 23%
Cable televisio n (mo nthly subscriptio n to Virgin M edia) 25% 34% 28% 30% 27% 27% 25% 22% 24% 26% 21% 23% 20%
P laystatio n 3 23% 35% 41% 40% 23% 17% 7% 22% 23% 24% 24% 12% 9%
TV which can access the internet 18% 21% 23% 18% 20% 13% 14% 16% 19% 24% 18% 15% 12%
A B lu-ray player (no t a P laystatio n 3) 17% 18% 27% 28% 21% 18% 17% 14% 11% 14% 12% 15% 7%
So ny P SP 17% 35% 32% 26% 18% 11% 2% 19% 19% 18% 17% 7% 4%
Co mputer with TV viewing card 17% 29% 22% 20% 26% 13% 20% 15% 11% 18% 12% 8% 7%
A n e-bo o k reader (digital po rtable device fo r sto ring and reading bo o ks) 14% 19% 27% 19% 17% 10% 10% 13% 7% 19% 10% 10% 7%
Tablet /iP ad 10% 18% 17% 22% 11% 6% 5% 14% 7% 13% 8% 2% 3%
Nintendo 3DS 8% 16% 22% 13% 12% 4% 1% 9% 7% 8% 4% 6% 4%
3D televisio n set 7% 17% 17% 9% 7% 6% 1% 8% 9% 8% 6% 3% 0%
Sky 3D subscriptio n 6% 12% 17% 9% 6% 4% 0% 6% 3% 8% 5% 1% 1%
A pple TV set to p bo x 5% 12% 15% 8% 6% 1% 1% 6% 4% 5% 2% 0% 0%
Slingbo x 4% 12% 17% 6% 4% 2% 0% 5% 6% 6% 1% 0% 0%
Base: Q7, All respondents (1,959) 32

33. Consumer spend with £1,500 budget
Question 9: Imagine that you have up to £1,500 of your own hard-earned cash to spend on consumer technology in the next 12 months.
Which of the following items would you buy? Please note you can choose any combination, you cannot spend more than £1,500 and you
do not have to spend the whole amount.
iPad 32GB - £400 27%
32" HD TV - £300 26%
Amazon Kindle e-Book reader - £110 22%
Video camcorder HD 4GB - £120 19%
External hard drive - £50 17%
iPod touch 32GB - £220 We asked consumers how they would
16%
16 megapixel digital camera - £150 15% spend a budget of £1,500 of their own
High-end Home Cinema - £500 15% money over the next 12 months.
46” HD TV – 1,000 15% iPad 32GB was the most popular item,
Budget Blu-ray player - £80 15%
followed by a 32” HD TV and an Amazon
Digital SLR camera - £700 14%
Kindle e-Book reader.
Budget Home Cinema - £200 12%
iPad 16GB - £330 12%
Nintendo Wii - £140 11%
32” HD 3D TV - £1,000 10%
PS3 - £230 9%
46” HD 3D TV - £1,400 9%
Webcam camera - £20 9%
Wireless hard drive - £200 9%
High-end Blu-ray player - £350 9%
DAB internet radio - £140 9%
High-end portable speakers - £250 8%
Xbox 360 - £185 8%
Mid range Portable speakers - £80 8%
Dell Inspiron Duo £450 7%
Nintendo 3DS - £220 7%
Samsung Galaxy Tab -£400 6%
iPod shuffle - £40 6%
Sony Reader Pocket Digital Book £130 5%
Budget Portable speakers - £15 5%
iPod nano 16GB - £160 5%
Other digital music player - £50 3%
Motorola Xoom tablet £500 2% Base: Q9, All respondents (1,959) 33

34. Consumer spend with £1,500 budget
Question 9: Imagine that you have up to £1,500 of your own hard-earned cash to spend on consumer technology in the next 12 months.
Which of the following items would you buy? Please note you can choose any combination, you cannot spend more than £1,500 and you
do not have to spend the whole amount.
% Apply Total M F M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64
iP a d 3 2 G B - £ 4 0 0 27% 25% 29% 28% 22% 28% 24% 23% 25% 27% 27% 34% 32% 23% 29%
3 2 " HD TV - £ 3 0 0 26% 25% 27% 40% 35% 23% 21% 22% 20% 38% 35% 25% 23% 23% 25%
A ma zo n K in d le Wire le ss Re a d in g De vic e - £ 110 22% 18% 27% 15% 18% 12% 19% 20% 25% 30% 29% 24% 26% 27% 26%
V id e o c a mc o rd e r HD 4 G B - £ 12 0 19% 18% 19% 18% 19% 17% 15% 22% 22% 19% 20% 21% 18% 16% 20%
Exte rn a l h a rd d rive - £ 5 0 17% 21% 14% 26% 21% 19% 19% 16% 26% 18% 23% 14% 11% 12% 11%
iP o d to u c h 3 2 G B - £ 2 2 0 16% 12% 20% 25% 6% 11% 13% 10% 8% 41% 20% 20% 18% 16% 11%
16 me g a p ixe l d ig ita l c a me ra - £ 15 0 15% 13% 18% 10% 17% 11% 13% 15% 14% 21% 24% 15% 19% 16% 14%
Hig h - e n d Ho me Cin e ma - £ 5 0 0 15% 17% 13% 18% 18% 15% 18% 17% 16% 9% 14% 15% 14% 13% 11%
4 6 ” HD TV – 1,0 0 0 15% 14% 15% 11% 13% 19% 11% 15% 15% 7% 15% 16% 17% 15% 18%
B u d g e t B lu - ra y p la ye r - £ 8 0 15% 17% 12% 18% 18% 18% 16% 14% 17% 24% 15% 14% 10% 8% 9%
Dig ita l S L R c a me ra - £ 7 0 0 14% 14% 15% 6% 11% 12% 13% 18% 22% 15% 13% 18% 15% 7% 18%
B u d g e t Ho me Cin e ma - £ 2 0 0 12% 13% 12% 18% 16% 13% 12% 9% 11% 27% 20% 8% 8% 8% 7%
iP a d 16 G B - £ 3 3 0 12% 10% 14% 24% 10% 11% 7% 4% 8% 38% 17% 13% 11% 8% 4%
Nin te n d o Wii - £ 14 0 11% 7% 15% 1% 8% 7% 6% 8% 11% 14% 20% 16% 9% 18% 15%
3 2 ” HD 3 D TV - £ 1,0 0 0 10% 11% 9% 12% 6% 14% 12% 9% 12% 9% 4% 9% 8% 15% 11%
PS3 - £230 9% 11% 7% 17% 16% 13% 13% 7% 3% 11% 6% 11% 8% 4% 3%
4 6 ” HD 3 D TV - £ 1,4 0 0 9% 12% 6% 7% 11% 12% 15% 14% 8% 2% 6% 4% 8% 9% 8%
We b c a m c a me ra - £ 2 0 9% 10% 8% 17% 8% 12% 9% 6% 10% 17% 4% 7% 4% 8% 8%
Wire le ss h a rd d rive - £ 2 0 0 9% 10% 7% 5% 11% 10% 11% 15% 9% 6% 6% 10% 7% 7% 5%
Hig h - e n d B lu - ra y p la ye r - £ 3 5 0 9% 9% 9% 3% 5% 4% 11% 16% 13% 4% 8% 6% 10% 11% 11%
DA B in te rn e t ra d io - £ 14 0 9% 8% 9% 4% 5% 6% 6% 13% 15% 4% 3% 8% 12% 11% 12%
Hig h - e n d p o rta b le sp e a ke rs - £ 2 5 0 8% 8% 8% 17% 4% 7% 7% 7% 9% 12% 6% 10% 4% 8% 9%
X b o x 3 6 0 - £ 18 5 8% 9% 7% 28% 10% 6% 6% 6% 3% 14% 11% 10% 3% 4% 4%
Mid ra n g e P o rta b le sp e a ke rs - £ 8 0 8% 8% 7% 9% 8% 7% 9% 7% 7% 17% 10% 6% 5% 5% 4%
De ll In sp iro n Du o £ 4 5 0 7% 9% 6% 4% 9% 5% 9% 13% 11% 5% 4% 4% 4% 8% 10%
Nin te n d o 3 DS - £ 2 2 0 7% 5% 8% 6% 6% 9% 6% 2% 1% 10% 9% 8% 13% 5% 5%
S a msu n g G a la xy Ta b - £ 4 0 0 6% 6% 6% 4% 5% 9% 7% 5% 3% 2% 7% 6% 6% 8% 6%
iP o d sh u ffle - £ 4 0 6% 6% 5% 7% 9% 5% 7% 5% 4% 8% 8% 7% 4% 5% 4%
S o n y Re a d e r P o c ke t Dig ita l B o o k £ 13 0 5% 4% 6% 3% 5% 7% 3% 3% 5% 7% 5% 5% 6% 8% 7%
B u d g e t P o rta b le sp e a ke rs - £ 15 5% 5% 5% 12% 5% 5% 6% 4% 2% 11% 11% 5% 2% 1% 2%
iP o d n a n o 16 G B - £ 16 0 5% 3% 6% 3% 5% 4% 4% 3% 1% 9% 10% 6% 4% 4% 3%
O th e r d ig ita l mu sic p la ye r - £ 5 0 3% 3% 3% 2% 4% 4% 3% 5% 1% 0% 4% 5% 4% 2% 2%
Mo to ro la X o o m ta b le t £ 5 0 0 2% 2% 2% 2% 2% 3% 3% 2% 2% 1% 2% 2% 1% 2% 1%
Base: Q9, All respondents (1,959) 34

35. Movies
35

36. Frequency of watching new
release movies
Question 8A: How often do you watch new release movies?
9%
3% Almost four in ten consumers (38%) watch
7% new release movies at least a few times a
Every day
month.
A few times a week 9% Males aged 15-34 are the keenest movie
18%
consumers - 61% watch new releases at least
Once a week a few times a month.
A few times a month
Once a month
Every few months 19%
Once or twice a year
Never 22%
13%
% apply M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64
Every day 5% 7% 7% 3% 2% 0% 5% 1% 5% 0% 0% 0%
A few times a week 14% 11% 17% 10% 3% 3% 6% 9% 4% 4% 1% 1%
Once a week 8% 13% 18% 9% 7% 2% 6% 14% 13% 10% 4% 3%
A few times a month 29% 31% 22% 20% 15% 13% 28% 28% 20% 15% 13% 5%
Once a month 12% 12% 12% 16% 15% 8% 16% 13% 14% 14% 15% 7%
Every few months 17% 15% 13% 19% 24% 21% 29% 23% 25% 24% 28% 28%
Once or twice a year 8% 7% 9% 16% 22% 31% 8% 9% 14% 25% 26% 35%
Never 5% 4% 4% 6% 12% 23% 3% 3% 5% 8% 13% 21%
Base: Q8A, All respondents (1,959) 36

37. How watch new release movies
Question 8B: How do you watch new release movies?
All the time Mostly Occasionally Rarely Never
This slide shows that cinema, TV and DVD
still dominate as the main platforms for
Watch in cinema 16% 30% 33% 14% 8% viewing new release movies.
Just over one in ten (11%) movie consumers
Wait for it to show on terrestrial
TV 10% 23% 37% 14% 16% always/mostly stream new release movies
and one in ten mainly buy them as a digital
download. Males aged 15-35, the main
Buy on DVD 9% 23% 38% 16% 14%
consumers of new release movies, were most
likely to use these formats.
Wait for it to show on
satellite/cable TV 9% 21% 27% 9% 35%
We asked respondents to specify a price that
they thought was fair and reasonable to
Rent on DVD 8% 17% 27% 14% 34% download an unlimited number of movies
each month – £5.00-£5.50 per month is the
Wait for it to show on pay-per- price that most people think is fair and
view service like Sky Box Office 5% 10% 19% 11% 55%
reasonable.
Download from unauthorised
source using filesharing sites 5% 5% 9% 6% 75%
Buy as digital download from
authorised source (eg iTunes) 4% 6% 12% 9% 69%
Stream from video streaming site
such as LoveFilm 4% 7% 11% 9% 69%
Download from newsgroup or
forum site 3%5% 8% 7% 78%
Base: All respondents that watch new release movies (1,782) 37

38. How watch new release movies
Question: How do you watch new release movies?
Total % All the time / Mostly
% apply Total M15-19 M20-24 M25-34 M35-44 M45-54 M55-64 F15-19 F20-24 F25-34 F35-44 F45-54 F55-64
Watch it in the cinema 46% 58% 58% 49% 49% 42% 24% 62% 45% 45% 43% 38% 38%
Wait for it to show on terrestrial television 33% 30% 39% 28% 37% 38% 36% 23% 29% 33% 24% 35% 44%
Buy it on DVD 31% 54% 41% 39% 34% 30% 17% 41% 28% 32% 28% 18% 15%
Wait for it to show on satellite/cable
30% 33% 38% 32% 33% 35% 30% 24% 28% 27% 28% 30% 14%
television (but not on pay-per-view)
Rent it on DVD 25% 33% 31% 32% 27% 16% 16% 25% 32% 32% 26% 16% 8%
Wait for it to show on a pay-per-view
14% 17% 24% 23% 13% 15% 4% 12% 12% 21% 10% 13% 7%
service like Sky Box Office
Stream it from a video streaming site such
11% 17% 28% 23% 9% 6% 0% 16% 13% 11% 4% 2% 2%
as LoveFilm
Buy it as a digital download from an
10% 22% 26% 19% 9% 6% 1% 11% 12% 11% 2% 0% 1%
authorised source such as iTunes
Download it from an unauthorised source
9% 18% 25% 18% 11% 5% 0% 13% 12% 11% 1% 2% 1%
using filesharing sites such as Frostwire
Download it from a newsgroup or forum
8% 17% 19% 15% 7% 6% 0% 9% 10% 10% 2% 1% 0%
site
Base: All respondents that watch new release movies (1,782) 38