Audiences have more control and are increasingly savvier about filtering marketing messages, with serious repercussions for marketers, ad agencies, broadcasters, publishers and cable companies, according to a new IBM survey of consumer digital media and entertainment habits.
The IBM Institute for Business Value survey of more than 2,400 households in the United States, the United Kingdom, Germany, Japan and Australia covered global usage and adoption of new multimedia devices and media and entertainment consumption on PCs, mobile phones, portable media players and more.
The global findings overwhelmingly suggest personal internet time rivals TV time, IBM said:
“Consumers are demonstrating their desire for both wired and wireless access to content: an average of 81% of consumers surveyed globally indicated they’ve watched or want to watch PC video, and an average of 42% indicated they’ve watched or want to watch mobile video,” said Bill Battino, Communications Sector managing partner, IBM Global Business Services.
Moreover, some 23% of respondents reported using a portable music service (e.g., iTunes); 7% reported having a video content subscription for their mobile phones; 11% reported a PC-based music service; and 18% reported an online newspaper subscription, IBM reported.
Consumers are seeking consolidated, trustworthy content, recognition and community in mobile and internet entertainment – and to effectively respond to the shift advertising agencies must go beyond traditional creative roles to become brokers of consumer insights; cable companies must evolve to home media portals; and broadcasters and publishers must raced toward new media formats, IBM said. Marketers, in turn, are being forced to experiment and make advertising more compelling, or risk being ignored, according to IBM.
Some highlights of the findings from the IBM study:
Consumers in a Multi-Screen World
Online Content Trends
Mobile Content Trends
About the study: Conducted from mid-April through mid-June 2007 by the IBM Institute for Business Value, the internet survey was split 64% female and 36% male. It proportionately reached demographic groups 18 years and over with approximately 45% surveyed between the ages of 18 and 34, 25% surveyed between ages of 35-44, and 30% surveyed age 45 and over. The questionnaire covered 38 questions and generated 885 respondents in the US, 559 respondents in the UK, 338 respondents in Germany, 263 respondents in Australia and 378 respondents in Japan. Respondents reported a range of household salary levels, though the vast majority was under $100,000.
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