Americans and Britons say social networking sites such as Facebook (FB), YouTube and Twitter have the highest value as entertainment sources, according to a new analysis out Wednesday from public relations firm Edelman.
The study finds a continuing shift to digital entertainment, but don't count out traditional media. Every entertainment source, including movie studios, cable TV operators such as Comcast (CMCSA), music companies and gaming firms, ranked better in terms perceived value vs. 2011.
"People see the most value in social networking, and this sort of shift has really broadened the definition of what entertainment even is for the industry," said Gail Becker, chair of the U.S. Western region, Canada and Latin America at Edelman. It polled just over 2,000 consumers in the U.S. and U.K. in April.
Fifty-eight percent of those in the U.S. said they discuss entertainment on Facebook, 27% on Google's (GOOG) YouTube, 15% on Twitter, 12% on Google+ and 5% on LinkedIn (LNKD).
"The fact that Facebook comes in at number one there is no big surprise when you consider the recent investments made to integrate entertainment into its platform," Becker said. "What I thought was interesting was that YouTube was number two — they've invested something like $100 million to create all these content channels, and shifted really from puppy videos to longer-form entertainment that's appealing to advertisers too."
Google for the first time ranks among names that come to mind unaided when people think of entertainment companies — and beats one big traditional provider on the list of a dozen entertainment sources.
This sixth annual survey found TV to still be the center of home entertainment, but 51% also watched entertainment programs on their laptop computers, 40% on desktop computers, 24% on gaming consoles and 20% on mobile phones. Just 14% used a tablet for it, 12% figured out how to string an HDMI cable to connect their laptop to their TV and 9% had TVs that were equipped to receive streaming video.
"Consumers are splitting their entertainment time and attention across multiple devices. The industry has taken note of that and networks are using social media to engage all these 'second-screen' viewers," Becker said.
She notes that networks are asking their stars to tweet on Twitter during their shows and that social networking startups like GetGlue now let viewers "check in" to TV shows, to talk about them on a social network.
Broadcast and cable networks reach an average 90% of their audiences via TV but also 26% online, found another study out this week, from ComScore (SCOR) and the Coalition for Innovative Media Measurement. However, just 12% of the audience was reached via online video, suggesting that instead more web surfing, reading and social media sharing about shows are happening — while the video viewing is via TV.
What would people sacrifice in order for entertainment to be free? Almost half of those polled by Edelman, 48%, would do without ad-free entertainment, but less than 10% would tolerate impairment in the visual or sound quality, or in the privacy of their personal information. And most people didn't like automated recommendations or sharing.
Thursday, June 14, 2012
Survey: Facebook, Social Sites Trump Old Media As Entertainment Sources | investors.com #SoulcialMe
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment