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Motorola Mobility’s Global Media Engagement Barometer
Published Nov 10, 2010
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Overview
The aim of Motorola Mobility’s Global 2010 Media Engagement Barometer research was to develop both a global as well as a regional understanding of what video content is coming into homes, how it is being consumed and how viewing habits are evolving with the advent of new technologies such as social media. The study also looks at the trends service providers should address and in the future.
Goals
To explore and define the importance of consumers’ television and video experiences regarding:
• The types of services being accessed
• How much impact the Internet is having
• The impact of social media on viewing habits
• Expectations for the Future
Method
A global survey covering more than 7,500 consumers in 13 countries, the UAE study focused on 500 consumers aged between 16 and over 55. The on-line survey was conducted using a questionnaire with open and closed questions.
UAE results
UAE viewers are enhancing their viewing experiences by using social media tools
• 60 per cent of respondents have used a social network or Internet chat software to discuss a television programme or video content while they were watching it.
• A further 67 per cent of this group do it frequently or very frequently, the highest combined percentage of the entire survey.
• 28 per cent of this group would readily pay a premium for such services to be integrated into their broadcast subscriptions.
• A massive 73 per cent would change TV service provider to one that offered access to these services
UAE is the most enthusiastic market for new services.
• 56 per cent of the UAE citizens surveyed said that it is either very or quite important for them to be able to watch free-to-air and subscription content on a device when they are outside the home.
• There are high levels of smartphone ownership (37 per cent) and 54 per cent either own or plan to own a tablet PC/iPad ownership by 2010. This suggests a user base ready for mobile media.
• 48% either own or plan to own an Internet enabled television in the next six months.
• The television, while still the primary viewing device, is fighting for eyeballs with a range of other screens. 52 percent of the sample watches TV and video on laptops, 31 percent on desktops and 13 percent use either smartphones and/or tablet PC devices.
Broad mix of services coming into the home
• Similar weighting to the global survey average in terms of available services:
- 58 per cent of content consumed being free-to-air
- 67 per cent on subscription
- 45 per cent are Internet services such as YouTube, on-demand television, pre-recorded DVDs etc.
• The most preferred services are IPTV and paid for services from a satellite.
• UAE citizens watch the least amount of television per week across the sample, with just 13 hours (the same as South Korea). The average for the 13 regions is 17 hours.
Major interest in recommendation services
• A massive 41 per cent (over double that of the entire survey) would like a service which makes recommendations based on previous viewing and allows viewer to make recommendations to friends.
Posted by
VMD - [Virtual Marketing Department]
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