Wiggin ‘Digital Entertainment Survey 2013’
25 Apr 2013
The report analyses data collected from a detailed survey of over 2500 internet-connected consumers (representative of the national demographic) to ascertain their attitudes and preferences to both consuming media and to creating and uploading it themselves, to use of their personal data, and to their willingness to pay for content. The survey was commissioned by Wiggin and fieldwork was carried out in March by ComRes.
The key themes emerging from this year’s research are:
• Consumers are in two minds about use of their personal data online. The same numbers find targeted advertising preferable as find it an invasion of their privacy. Confusion prevails about how online businesses use personal data, and consumers feel out of control, yet only 10% read privacy policies all the time.
• Facebook strengthens its reach as the destination of choice not just for social chat, but as a vital channel of communication between brands and consumers, and increasingly as a commercial shop front for media brands.
• The TV has become the second screen for a majority of consumers, and the survey reveals an unexpected range of activities on the handheld device while the TV is on. The survey shows where the opportunities lie for engagement with the consumer on that handheld device.
• Consumers use (or want to buy) smart TVs mainly to watch internet-delivered content alongside scheduled TV on the bigger screen. This presents a challenge for broadcasters, and the survey shows what internet-delivered content is being watched.
• UGC is on the rise.
There is a huge and growing section of the population not just reading and watching, but writing and producing their own content online. This represents both a threat and an opportunity to commercial media businesses.
Consumers are still unsure about what might amount to piracy on the internet. Results show that consumers want to access content lawfully, suggesting active enforcement should now be addressed.