A new IBM online survey of consumer digital media and entertainment habits indicates audiences are more in control than ever and increasingly savvy about filtering marketing messages.
The survey, which was conducted with 2,800 people in six countries — Australia, Germany, India, Japan, the U.K. and the U.S. — also shows that people are willing to get personal with advertisers by sharing information about themselves if it results in targeted incentives that match their lifestyle. Consequently, companies are presented with significant advertising revenue opportunities among today’s informed and empowered consumers.
Saul Berman, IBM Media & Entertainment Strategy and Change Practice leader, said,
“The Internet is becoming consumers’ primary entertainment source. The TV is increasingly taking a back seat with the cell phone and the personal computer among consumers age 18 to 34. Just as the ‘Cool Kids’ and ‘Gadgetiers’ have replaced traditional land-lines with mobile communications, cable and satellite TV subscriptions risk a similar fate of being replaced as the primary source of content access.”
Consumers are increasingly contributing to online video or social networking sites: nine percent of German people and seven percent of U.S. respondents claim to have contributed to a user-generated content site; 26 percent of U.S. respondents reported contributing to a social networking site. While the numbers were slightly less from other countries like the U.K. (20 percent) and Japan (9 percent), they are also significant. Australia topped all countries surveyed with 36 percent contributing to social networking sites and nine percent contributing to video content sites. Of those who contributed content, an average of 58 percent worldwide did so for recognition and community, not monetary gain.
With more than 420 partners and 32 million hours of indexed video and audio content, including favourite TV moments, news clips, short documentaries, music videos, video blogs and much more, blinkx uses advanced speech-recognition technology to deliver results that are more accurate and reliable than standard metadata-based keyword searches.
The digital savvy consumers are embracing new multimedia devices. The 13-24 year old segment owns an average of between four to five multimedia devices, with the most popular being portable music players, such as iPods, game consoles such as Sony PlayStation, Microsoft Xbox or Nintendo Wii, high definition television sets (HDTV) and portable game players. The “Gadgetiers” – early adopters, estimated at 15 percent of the market — have on average between seven and eight multimedia devices, with the most popular being portable music players, HDTVs, DVRs, and Internet-enabled phones such as the iPhone or BlackBerry.
The success of sites such as YouTube over the past year has helped open the door for those who want easy ways to find, watch and share videos over the internet.
The UK is not yet as advanced as the US, where hit TV shows are routinely available from networks’ websites and services like iTunes.
In the survey, one in five people who watched online or mobile video at least once a week said they watched a lot less TV as a result. Another 23% said they watched a bit less, while just over half said their TV viewing was unchanged. Some 3% said online video inspired them to watch more TV.
Online and mobile video is far more popular among the young, with 28% of those aged 16-24 saying they watched more than once each week.
An average of 10% aged 25-44 were net video regulars, with that figure falling to just 4% of over-45s.
Within the six countries polled, Australia and the U.K. had the highest adoption of social networking sites, with over 65 percent and 70 percent respectively, compared to an average of 60 percent for all countries. The U.S. had the highest adoption of premium video services for the traditional TV at over 45 percent, versus Australia which had the lowest penetration at less than 25 percent. The U.S. also had high adoption of online TV/video sites such as HULU or YouTube, at close to 40 percent, versus the U.K. which had the lowest at 28 percent. Japan, Germany and India had the highest adoption of mobile services, including Internet data plans and mobile content plans for video and music.
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At the International Advertising Festival in Cannes, where the study was released, Matt Dyke, Worldwide Planning Director for interactive agency Tribal DDB, made a similar point during a panel discussion on the new landscape of digital innovations converging with the physical world.
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