DIGITAL ENTERTAINMENT 2008
Wiggin LLP hosted the first Digital Entertainment Seminar, delivering the results of a major survey commissioned from Entertainment Media Research. |
TUESDAY 4 MARCH 2008, LEWIS MEDIA CENTRE, MILLBANK, LONDON
Download seminar details PDF (8982KB)
|
VIEW FILMED HIGHLIGHTS OF THIS EVENT BY CLICKING HERE
On 4 March Wiggin hosted a seminar in London to discuss consumer attitudes to converging media. The seminar centred on the findings of a survey of 1,600 UK consumers commissioned by Wiggin and carried out in January 2008 by leading media research company Entertainment Media Research. The survey questioned the behaviour, trends, preferences and attitudes of respondents to all forms digital entertainment across the board; how consumers want to access digital services, using which devices, and perhaps most importantly, how much are they willing to pay?
Some of the key findings of the survey were:
* 70% of illegal filesharers say they would stop if they receive a warning note from their ISP.
* 27% of respondents say that social networks could become the main way they access music and video content.
* Given the choice of accessing content on demand on a paid for basis or free with advertisements, 70% of respondents preferred the free route despite the ads.
* There is a real appetite for on demand access to latest films (48%), comedy programmes (35%), live gigs (30%) and sporting events (28%) (figures are those definitely interested). However, these figures do not necessarily translate into willingness to pay. For example, while over half would consider paying for films, less than a quarter would consider paying for comedy programmes.
After presenting some of the headlines from the survey a panel of industry experts debated four key issues - piracy and ISP liability, the ability of advertising revenue to support free content, how consumers will want to access their content and the future for social networking sites.
The divergent panellists brought valuable and differing industry perspectives to the key issues of today:- the opportunities for distributors to monetise their content in the face of growing consumer preferences for free on-line programming, the use of technology which enables advertising to be avoided, and the significant role social network sites have and are likely to have as a means of content distribution and making purchasing choices.
Of particular note were the views of the panel on the topical issue of illegal downloading. Despite the regulatory and legislative approach being mooted to deal with filesharing it was questioned whether this could ever be successful. The wider issue of cultural change was discussed and the point was made that until consumer attitudes change, or are changed, technological advances mean the practice could become harder to detect. Further, the ability of content distributors to see a commercial return from turning illegal activities to consumer purchases was questioned.
Delegates described the seminar as "interesting, informative and enjoyable" and "very thought provoking".
The full report is available to download above.
The legal and regulatory overview is also available.
We will shortly be putting a video of edited highlights of the seminar on our website.
If you would like any further information about the seminar or future Wiggin events, please contact sarah.young@wiggin.co.uk
|
<< back
|
|
