1. Value, Engagement and Trust
in the era of Social Entertainment
25th May 2011
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2. What makes entertainment social?
The key is in the sharing […]
A few years ago it would have been
rude to be on your laptop whilst
watching a movie with
friends....now it's part of that social
experience
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3. In the U.S., Technology Holds the Top Spot Over Four Years, While
Entertainment Ranks Towards the Bottom
Trust in Industries among the informed publics audience – U.S.
2008 2009 2010 2011
1. Technology 78% 1. Technology 72% 1. Technology 81% 1. Technology 73%
2. Food and beverage 54%
2. Biotech/life sciences 73% 2. Biotech/life sciences 60% 2. Food 64%
3. Brewing and spirits 53%
3. 3. Food 56% 3. Biotech 62%
Banks 71% 4. Biotech 53%
Consumer packaged 4. Retail 61% 5.
4. Retail 67% 4. 53% Telecommunications 51%
goods manufacturers
Consumer packaged 6. Retail 51%
Consumer packaged 5. Retail 47% 5. 57%
5. 64% goods manufacturers
goods manufacturers 7. Automotive 49%
6. Health care industry 41% 6. Health care industry 50% Consumer packaged
6. Automotive 62% 8. 48%
goods
7. Pharmaceuticals 39% 7. Energy 50% OTC personal health
7. Health care industry 58% 9. 46%
care products
8. Energy 39% 8. Pharmaceuticals 45%
10. Energy 43%
8. Entertainment 55%
9. Banks 36% 9. Automotive 45% 11. Entertainment 39%
9. Pharmaceuticals 55% 12. Pharmaceuticals 38%
10. Entertainment 35% 10. Entertainment 41%
10. Energy 54% 13. Insurance 26%
11. Automotive 32% 11. Banks 33%
14. Financial services 25%
11. Insurance 50% 12. Insurance 29% 12. Insurance 32%
15. Banks 25%
12. Media companies 48% 13. Media companies 27% 13. Media companies 32% 16. Media 22%
Results from Edelman Trust Barometer A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST
businesses in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you “DO NOT TRUST THEM AT ALL” and
nine means that you “TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics ages 25-64 in the US
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4. Methodology
• Methodology: Custom Online Survey
• Target audience: Adults ages 18 - 54
• Geographies: US & UK markets
• Sample Sizes & Field dates:
– US: 517 respondents surveyed from
February 22 – 24, 2011
– UK: 504 respondents surveyed from
February 24 – 27, 2011
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5. Current Behaviors
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6. Trust in the entertainment industry has
generally decreased over the past five years
How much trust in the entertainment industry in the US
has changed over 5 years?
32%
28%
23%
17%
2010 2011
Net "trust" in the UK entertainment industry Net "trust" in the US entertainment industry
*
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Q3. To what extent do you trust business in the entertainment industry to do what is right?

7. The internet continues as second most often turned
to source of entertainment in US
US 2010 US 2011
58%
47%
32% 32%
28%
6%
INTERNET
TV FILM
Base: US respondents (n=517)
Q5. What source of entertainment do you turn to most often? [select one] 7

8. More than half in the US consider social
networking sites a form of entertainment
70%
45-54 30-44 18-29 TOTAL
56% 57%
46%
42%
35% 34%
24%
12%
8% 6% 9%
Don’t know No Yes
8.75% 33.75% 57.25%
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
Q18. Do you consider social networking sites to be a form of entertainment?
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9. Respondents report spending more time with the
internet and social media for their entertainment
63%
56%
49%
40%
30%
27%
23% 26% 24% 23%
16% 15%
Television Movies Internet Social Media Music Video Games
UK US
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
Q8. In the past year, do you believe you are spending more, less or the same amount of time with the following types of entertainment? 9

10. More time being spent across multiple devices.
Audience attention is divided across screens.
Percentage of people spending “More Time”
59%
53% 53% 52%
49% 52%
38% 36%
29% 29%
26% 25%
Laptop My Home / Mobile Phone DVR MP3 Player Television
Work
Computer UK US
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
Q9. In the past year, do you believe you are spending more, less or the same amount of time using the following devices to access media?
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11. Consumers are interested in additional content
that is connected across platforms
I would like to use my computer to access 52%
additional online content related to my
entertainment 52%
I would like to use my mobile phone or 31%
device to interact with entertainment 29%
I would like to use social networks such as 30%
Facebook to interact with entertainment 25%
I would like to see entertainment provide 28%
me with the ability to interact real-time
with the content 30%
I like being able to interact with
entertainment such as being able to vote
27% UK
for my favorite contestants on reality TV… 23% US
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
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Q12. Next, we’d like to ask about your preferences for interacting with entertainment. How would you indicate your level of agreement with the
following statements?

12. Entertainment value
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13. Perception of value provided by entertainment sources
has dropped, but social networks remain steady
US Entertainment Sources: Providing Value
% Providing “Very Good” or “Excellent” Value
40%
37% 37%
34%
32% 32% 31%
18%
14% 14% 15% 14%
Social Film Producers / Music Companies Gaming Cable Television Satellite
Networking Sites Movie Studios Companies Providers** Television
Providers**
2010 2011
*NOTE: Data unavailable for years 2007 and 2009. Data from 2008 includes respondents ages 18-34 only.
**NOTE: Data for 2008 is for “TV Broadcasters/Producers”
Q11. Thinking about the entertainment provided by each of the following entities, do you think in general they provide excellent, very good, 13
good, fair or poor value? Base: US respondents (n=517)

14. Free or paid?
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15. US Entertainment spending year on year is
consistent
US Entertainment Spending Per Month (Self-Reported)
25%
23%
21%
20%
16%
14% 14%
12% 12%
11%
9% 9% 9%
6%
Nothing $1 - $10 $11 - $25 $26 - $50 $51 - $75 $76 - $100 More than
$100
2010* 2011
*NOTE: Data unavailable for years 2007-2009
Base: US respondents (n=517)
Q13. In a typical month, about how much do you personally spend on purchasing entertainment?
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16. Personal enjoyment and visual/sound quality are even
more important now than in 2010 as US purchase drivers
The hours of enjoyment the 72%
entertainment will provide
76%
Being able to purchase the 66%
entertainment easily
77%
Excellent visual or sound quality of the 77%
entertainment
85%
My personal enjoyment of the 76% US 2010
entertainment
91% US 2011
Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following
Base: US respondents (n=517) things to you, when you
are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too
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important or not at all important?

17. Being one of the first to have new entertainment
has dropped dramatically in importance
The number of devices with which I can 58%
access the entertainment
48%
Being one of the first to have new 39%
entertainment
17%
Having unrestricted ability to share or 55%
make copies of the entertainment
legally 42%
44%
Popularity of the entertainment
31%
US 2010
US 2011
Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following
Base: US respondents (n=517) things to you, when you
are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too
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important or not at all important?

18. More US respondents are willing to view / listen to advertising to get
free entertainment; but won’t compromise on privacy
What are consumers willing to sacrifice for free entertainment?
Advertisement-free entertainment
47%
60%
The ability to share the entertainment
43%
53%
The ability to access the entertainment 40%
on multiple devices 45%
The ability to access the entertainment 29%
on the device of my choice 27%
Visual or sound quality of the 14%
entertainment 10%
Privacy of my personal information
13%
7%
None of the above
16% US 2010
11%
US 2011
Base: US respondents (n=517)
Q17. Which of the following would you be willing to sacrifice in order to get your entertainment for free? 18

19. Overwhelmingly the move from free to
paid/subscription models is received negatively
Impact of moving from free to paid/subscription
UK US
models for entertainment
56%
49%
35%
32%
12% 10%
3% 2% 1% 1%
Very negatively Somewhat Neither positively Somewhat Very positively
negatively nor negatively positively
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
Q14. If your favorite media companies started requiring a paid subscription for previously free entertainment, how would this impact 19
your feelings toward those companies?

20. So what does this tell us?
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21. Movie studios and Network TV companies are top of mind in US
Entertainment
Top of Mind Entertainment Companies (by Category)
*NOTE: Data has been optimized for visual presentation and is different from the actual frequency distribution.
Base: US respondents (n=517)
Q2. When you think about the entertainment sector, which companies come to mind? Please list any companies that you can think of. 21

22. Entertainment companies must embrace the three
points of attention
Entertainment
Content
Social
Entertainment
Technological Social
Device Conversation
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