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We asked over 1,000 UK consumers about their online and offline media
consumption and the results highlight the scale of the challenge the media industry
faces in halting declining revenues.
Consumer are spending less on traditional and digital media than six months ago,
David Elms but consuming more.
Average spend per UK consumer on traditional media fell from £9.19 in September
2009 when the first Barometer was undertaken, to £7.46 in March 2010 and spend
on digital media also fell (from £1.99 to £0.98.) However the time we spend
consuming media has increased.
The average monthly consumption of traditional media has risen marginally from
11 hours 40 minutes in September 09, to 12 hours 13 minutes. Hours spent
consuming digital media increased even more from 6 hours 14 minutes to 7 hours
28 minutes.
The survey shows that spend has reduced across several parts of the media
industry for example:
• 21 percent of newspaper readers paid nothing for these over the past month,
compared with 15 percent six months ago. In London this almost doubled – 23
percent to 41 percent – highlighting the impact of the Evening Standard moving
to a ‘free’ model
• The situation is similar for print magazines with 19 percent of consumers saying
they had paid nothing for these over the past month compared with 12 percent
six months ago.
Accessing
Previous Introduction traditional media
1 Time is Money - the digital dilemma continues © 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
• Of concern to those aiming to introduce pay walls for online newspapers, is the
increasing majority of respondents who said they paid nothing for accessing About the survey:
All figures, unless otherwise stated
online news portals - up 4 percent from 84 percent in September 2009 to 88
are from YouGov Plc. Total sample size
percent in March 2010
for the poll carried out in March 2010
was 1037 completes for wave 1 and
• Spend on video games was significantly down, quite possibly reflecting the 1034 for wave 2, people aged 16 years
release of popular titles in the month leading up to the first edition of the plus. The field work was conducted
Barometer. with members of YouGov’s online panel
between 11th and 14th September
These findings of the second KPMG Media and Entertainment Barometer 2009 (wave 1) and 15th and 18th March
illustrate the problem faced by the media sector in curbing the structural decline 2010 (wave 2). The figures have been
in revenues. However, online users are increasing. Online subscription models weighted and are representative of all
remain in their infancy and once more developed should provide a platform for GB adults (16+).
significantly higher online revenues.
© 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network Time is Money - the digital dilemma continues 2
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Accessing
traditional media
Please indicate which if any of the following activities you have done
in the past month? (traditional media)
In March 2010, all respondents indicated they had engaged in one or more
of the listed traditional media activities during the past month.
Since wave 1 there had been an increase in the proportion watching TV.
This is likely to be due to seasonal factors, with the first wave run at the
end of the summer (September) and the second during the winter (March),
when people are more likely to remain at home and watch TV.
94%
Watched TV (not online)
88%
79%
Listened to the radio
82%
80%
Read a print newspaper
81%
68%
Listened to a CD
72%
70%
Read a print magazine
70%
68%
Read a book
68%
53%
Watched a DVD/Blu-Ray
50%
34%
Played a console/video game
34%
27%
Visited the cinema
26%
18%
Music events/performances
18%
18% Wave 2 (Mar 2010)
Sporting events
15% Wave 1 (Sept 2009)
Accessing
Previous Introduction traditional media
3 Time is Money - the digital dilemma continues © 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Amongst those who had engaged in traditional activities during the past
month, the highest mean spend was on attending music events and
performances (£30.20) and sporting events (£29.68). These also had the
highest spend in wave 1, though the sum spent was marginally down for
wave 2, perhaps reflecting seasonal variation in spend.
© 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network Time is Money - the digital dilemma continues 4
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Accessing new media
Please indicate which if any of the following activities you have done
in the past month? (new media)
50%
Social networking/blogging sites
47%
36%
Online news/RSS feeds
37%
27%
Online games
29%
24%
Used video on demand for TV
19%
21%
Downloaded music
22%
17%
Online magazines
17%
16%
Streamed online TV programmes
14%
16%
Streamed music
16%
14%
Streamed radio
15%
21% Wave 2 (Mar 2010)
None of these
22% Wave 1 (Sept 2009)
Accessing
Previous Introduction traditional media
5 Time is Money - the digital dilemma continues © 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Four-fifths (79%) had engaged in one or more of the listed new media
activities in the past month. No significant increase on wave 1.
Overall, men were more likely to have engaged in activities than women
(83%, 75%).
Amongst those who had engaged in each of the listed new media
activities, the highest* mean spend was on downloaded music (£4.26),
as had been the case in the first wave.
© 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network Time is Money - the digital dilemma continues 6
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Traditional vs.New Media:
some comparisons
Fewer people had engaged in new media activities than traditional
(79 percent, 100 percent).
As we might expect, fewer people had engaged in new media activities than
traditional (79%, 100%). The gap had not narrowed since the last wave.
Those aged 55 plus were less likely to have used new media than other age
groups. There was also a significant divide in level of use between the 16-
43s and 35+ groups.
People were around six times more likely to have watched traditional TV than
have streamed TV programmes (94%, 16%). They were also far more likely
to have listened to traditional than streamed radio (79%, 14%) and read a
print magazine than an online one (70%, 17%).
However, There had been an increase in the use of VOD for TV programmes.
This online activity had increased from 19% of all respondents in September
2009 to 24% in March 2010. This increase occurred amongst all age groups,
but was most marked amongst 18-24 year olds and 35-44 year olds.
There was a marked increase in the use of VOD services for TV shows
amongst men. There was only a slight increase amongst women - In
September 2009, 15% of women respondents said that they had used
VOD services for TV programmes, whereas in March 2010, 17% of
women respondents had said so. The comparable figures amongst male
respondents was 22% increasing to 30%, 6 months later.
By March 2010, ABC1s had caught up with other social grades in the use
of VOD services for TV programmes. In terms of social grade, there was a
marked increase in the use of VOD services for TV shows amongst ABC1s.
There was only a slight increase amongst C2DEs - In September 2009,
Accessing
Previous Introduction traditional media
7 Time is Money - the digital dilemma continues © 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
21% of C2DE respondents said that they had used VOD services forTV
programmes, whereas in March 2010, 23% of this social grade had said so.
The comparable figures amongst ABC1 respondents was 17% increasing to
24%, 6 months later.
There had only been a slight increase in the use of streaming of services for
TV programmes – increasing from 14% of all respondents in September 2009
to 16% in March 2010.This increase occurred amongst all age groups, but
was once again (as with the use of VOD services forTV shows) most marked
amongst 18-24 year olds; 35-44 year olds; and, amongst male respondents.
There seemed to be most change in online behaviour amongst the 18-24 year
old age group over the past 6 months, as the use of VOD services for audio
visual increased above average.The use of VOD for film increased slightly
amongst all respondents from 3% in September 2009 to 4% in March 2010.
However, it more than doubled amongst the 18-24 age group, from 4% to 9%
The use of social networking / blogging sites has remained the online activity
carried out by most respondents.This online activity had increased from 47%
of all respondents in September 2009 to 50% in March 2010.The increase
amongst the 45-54 age groups was the greatest, increasing from 37% to
45%.
© 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network Time is Money - the digital dilemma continues 8
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Consumption of media without paying had increased in prevalence in both
online and traditional formats since the last wave.
For example, 19% of print magazine consumers said they had paid nothing
for these over the past month compared with 12% in the first wave.
Newspapers: 21% compared with 15% the first wave.
Amongst those who had engaged with traditional TV, streamed TV, traditional
radio and streamed radio, mean spend over the past month tended to be
much lower for new media.
Accessing
Previous Introduction traditional media
9 Time is Money - the digital dilemma continues © 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Accessing more
media now?
Around four-fifths of those aged 16-34 agreed compared with just 45%
of those aged 55 plus.
Men were significantly more likely to indicate they were accessing more
media compared with their female counterparts (70%, 56%).
© 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network Time is Money - the digital dilemma continues 10
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Prefer accessing
online or offline?
Despite a high, and increasing, proportion saying they now accessed
more media because of online availability, people still tended to prefer
consuming offline.
Only a quarter (26%) said they favoured online media access, compared
with 43% who said offline and a third (31%) who reported it didn’t make a
difference. Results were broadly consistent with wave 1.
Those who preferred offline access were asked to indicate why. As per
wave 1, the most popular reasons related to a preference for reading
physical copies or watching on a television set (rather than on a computer
screen). Technical and security concerns troubled relatively few, though the
proportion citing the speed of their internet connection as a barrier rose
slightly (19%, 13%).
Accessing
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11 Time is Money - the digital dilemma continues © 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
You said that you prefer to consume media ONLINE.
Which, if any, of the reasons below apply?
Those who preferred online access were also asked for their reasons.
© 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network Time is Money - the digital dilemma continues 12
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Currently paying
for online content?
One-in-ten (10%) currently pay for online content, unchanged from wave
1. Seven per cent pay for content when they want it and 3% subscribe.
Those aged 16 to 24 years were more likely to pay for online content than
older age groups.
The average mean time spent accessing online news portals / RSS feeds had
increased from 5.1 hours per month in September 2009 to 6.6 hours in March
2010.The increase was most marked amongst social grade ABC1, and 35-54
year olds.
There was a noticeable increase in the playing of online games in the March
2010 survey when compared to September 2009. Once again this probably
reflects seasonal consumption patterns.The increase was from an average of
just over 9 hours played in the past month during the September 2009 survey
to just over 11 hours played in the month during the March 2010 survey.
The increase was most marked amongst C2DE social grade - an increase
Accessing
Previous Introduction traditional media
13 Time is Money - the digital dilemma continues © 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
of around 4 hours and amongst the 45+ age group, also an increase of
What content would you be
approximately 4 hours. prepared to pay for?
Those who were not currently paying
Our surveys found that increasingly more respondents paid nothing over for online content but thought they
the past month for social networking / blogging sites in March 2010 than in would possibly / definitely become a
September 2009. Of those that said that they paid for social networking / paid subscriber over the coming 12
months were asked what they would be
blogging sites, the amount respondents said they paid, decreased markedly prepared to pay for.
from £16.50 per month in September 2009 to £2.38 per month in March 2010.
As per wave 1, people were most
In March 2010, the mean average number of hours that younger members commonly prepared to pay for music
(55%) and film (45%). They were less
of society (16-24 year olds) spent per month on social networking / blogging
prepared to pay for TV (30%) and online
sites was around double the amount of time spent by older members (45+ newspapers/magazines (31%).
aged groups). 18-24 year olds spent just over 18 hours per month in March
2010, whereas, 45-54 year olds spent around 8 hours per month.
There was no marked difference in the amount of hours spent per month on
social networking / blogging sites between the sexes (around 12 hours per
month). However, social grade C2DE spent more time per month than other
social grades – just over 15 hours per month.This was also a marked increase
since September 2009, when C2DEs had spent around 11.5 hours per month
on social networking
People who did not currently pay for online content were asked whether they
thought they would become a paid subscriber over the coming 12 months. In
total, 10% indicated they would possibly become a paid subscriber while none
indicated they would definitely do so.This suggests that the market for online
subscriptions is unlikely to grow greatly over the coming 12 months.
© 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network Time is Money - the digital dilemma continues 14
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
3D viewing
With 3D films andTV becoming more prevalent this year, respondents were
asked about their viewing habits and opinions on this growing medium.
5% had watched a 3D film on TV. Gender and social grade had no impact
on likelihood to watch 3D films either at the cinema or at home.
Despite fairly high levels of 3D viewing, relatively few indicated they were
likely to buy a 3D TV next time they purchase a television set (15%).
Amongst those who said they were unlikely to buy a 3D TV, almost two-
thirds (63%) indicated they did not see the need and 59% expected it to
be too expensive.
Accessing
Previous Introduction traditional media
15 Time is Money - the digital dilemma continues © 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
You said you were unlikely to purchase a 3D television next
time you buy a TV. Why is this?
Don’t see the need 63%
None of these 4%
Not sure 0%
© 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network Time is Money - the digital dilemma continues 16
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
FIFA World Cup 2010
viewing plans
This summer’s FIFA World Cup will be a viewing favourite with over half
FIFA World Cup 2010 in 3D
Amongst those who plan to watch World
(53%) planning to watch games this summer, with a further 8% unsure.
Cup games, 39% indicated they would Men were more likely to say they would watch than women (66%, 40%).
watch games in 3D if it were an option
(with a further 29% unsure). Respondents were asked to indicate the locations in which they expect to
This suggests a substantial potential view the games. Among those who plan to watch, the vast majority plan
market exists. to watch some games at home (94%). Around half (48%) said they would
watch some games at the pub. The number of us who plan to view any
games on our computer or smart phone are much lower.
You said that you intend to watch some of the FIFA World Cup
this summer. Where do you expect to watch these?
At pub 48%
On my smartphone 1%
At cinema 1%
Accessing
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17 Time is Money - the digital dilemma continues © 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network
of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Betting
More than half (56%) had placed a bet on a sporting event in the past.
This was higher for men than women (63%, 49%).
Amongst these, over a third (36%) had placed a bet online. Again this was
more prevalent amongst men than women (44%, 27%).
Amongst the whole population, 12% indicated they plan to place a bet on
the forthcoming World Cup. Around three quarters (76%) said they did not
plan to place any bets on the tournament. One-in-twenty-five (4%) were
unsure.
Those who said they were likely to place bets on the tournament were
asked the ways in which they plan to do so. The most popular method was
online, 60% indicated they planned to place some bets online, 57% said
they would place some at the bookmaker and 3% via telephone.
© 2010 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network Time is Money - the digital dilemma continues 18
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kpmg.co.uk
Previous
Contacts
David Elms
Partner, Head of Media
Tel: +44 (0)20 7311 8568
E mail: david.elms@kpmg.co.uk
Claire Le Masurier
PR Manager
Tel: +44 (0)20 7694 8639
E mail: claire.lemasurier@kpmg.co.uk
The information contained herein is of a general nature and is not intended to address the circumstances of any © 2010 KPMG LLP, a UK limited liability partnership,
particular individual or entity. Although we endeavour to provide accurate and timely information, there can be no is a subsidiary of KPMG Europe LLP and a member
guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the firm of the KPMG network of independent member
future. No one should act on such information without appropriate professional advice after a thorough examination firms affiliated with KPMG International Cooperative, a
of the particular situation. Swiss entity. All rights reserved.
KPMG and the KPMG logo are registered trademarks
of KPMG International Cooperative, a Swiss entity.
Designed and produced by KPMG LLP (UK)’s
Design Services
Publication name: New vs. Traditional Media
Publication number: RRD-193125
Publication date: April 2010