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Use of Online for Entertainment Products & Information

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					Use of Online for Entertainment Products & Information

 We surveyed a total of 300 consumers that use the web to research
 entertainment products, services and information

       •      A custom survey instrument (questionnaire) was developed to
              measure respondents’ use of the web, and search engines in
              particular, for researching and purchasing Movies, Music, Games,
              Television, Media and Tickets
       •      The survey was conducted online, through a web-based
              interviewing process, in April 2005
       •      Our sample is evenly distributed across all age groups and genders
       •      Respondents were recruited through web advertising across
              thousands of websites
       •      The survey was designed and administered by Media-Screen, an
              independent strategic market research firm, with sample provided
              by Insight Express



  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                          1
Use of Online for Entertainment Products & Information
 Executive Summary
 • Google is the most popular search engine for researching and/or
 purchasing Entertainment products, services or information online – used by
 83% of all respondents

 •The vast majority (89%) of Google users have used the web to learn more
 about an Entertainment product, service, or information

 •Google users are active in all entertainment categories, particularly Movies
 (77%) and Music (68%)

 •For movie-related activities, Google users use search engines to help them
 read reviews (74%), watch trailers (66%) and/or check movie times (61%)

 •The vast majority (86%) of Google users who use websites to learn about
 Movies, use a search engine to find those movie sites

 •79% Google users say search engines are very/somewhat important for
 researching/purchasing movies and related info


  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                          2
Use of Online for Entertainment Products & Information
 Executive Summary (cont.)

 •For music-related resources, Google users primarily use search engines to
 help them listen to music samples (75%), read reviews (63%) and/or
 purchase CDs online (53%)

 •84% of Google users who use websites to find music-related information, use
 a search engine to help them find those music sites

 •Most Google users (77%) think search engines are very/somewhat
 important for researching/purchasing music related products


 •For gaming products and information, Google users use search engines to
 help them read game reviews (69%), purchase games online (49%) and
 obtain patches (48%)

 •85% of Google users who use websites to learn about gaming products, use a
 search engine to help them find those gaming sites

 •The vast majority (86%) of Google users say search engines are
 very/somewhat important for researching/purchasing gaming products
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                          3
Use of Online for Entertainment Products & Information

  The vast majority (89%) of Google users have used the web to learn
  more about an Entertainment product, service, or information
          100%
                           89%
            90%                             84%
            80%
            70%                                                65%                63%
            60%                                                                                      58%

            50%
            40%
            30%                                                                                                           22%
            20%
            10%
                                                                                                                                              1%
             0%
                         Used web to    Compared prices     Purchased an       Purchased an       Became aware        Returned to the     Other, please
                      learn more about        on an         entertainment      entertainment     for the first time    site where you        specify
                             a new       entertainment     product, service   product, service         of new           purchased a
                        entertainment   product, service    or information     or information     entertainment       product, service
                       product, service  or information          online          offline after       products,        or information to
                        or information                                         researching it       services or         engage in an
                        that you heard                                              online          information             online
                      about elsewhere                                                                                 community (e.g.
                                                                                                                           fan site)
                                                                                                                                             N=174
  Have you ever done any of the following online? Please select all that apply.
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                                                          4
Use of Online for Entertainment Products & Information

  Google users are active in all categories, particularly Movies (77%) and
  Music (68%)
      90%
      80%             77%
                                        68%
      70%
                                                           58%
      60%                                                                     53%                52%          51%
      50%
      40%
      30%
      20%
      10%                                                                                                                        5%
        0%
                   Movies (i,e.,  Music (i.e., CD’s Media (i.e. new s, Television (i.e.   Games (i.e.,      Tickets (i.e.,   Other, please
                  DVDs, videos,   artist info, MP3 magazines, radio, TV show s, TV       video games,      movie tickets,       specify
                     looking up        player)          books)           netw orks,     consoles, hand-   concert tickets,
                    show times,                                         subscription      helds, online   theatre tickets)
                 looking up movie                                     services such as      games)
                        info)                                           cable/satellite                                         N=174

   You indicated that you have researched and/or purchased entertainment products,
   services or information online. What kinds of items did you research or purchase? Select
   all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                                             5
Use of Online for Entertainment Products & Information

  Television (81%) and Friends/Family (67%) are the primary ways Google
  users learn about new movies and/or movie related products
                    90%        81%
                    80%
                                         67%
                    70%
                    60%                           54% 52%
                    50%                                                 45%
                    40%                                                       31% 28%
                    30%                                                                          20% 19%
                    20%                                                                                    13% 11%
                    10%                                                                                              1%
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 Thinking about offline as well as online resources, how do you usually learn about new
 movies and/or movie-related products or information? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                          6
Use of Online for Entertainment Products & Information

  A vast majority (78%) of Google users go to websites to find out more
  about a movie or movie-related product, and 52% use a search engine
        90%         78%
        80%
        70%
        60%                   56% 52%
                                      48% 46%
        50%
        40%                                                             34%
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        20%                                                                        14% 13%
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                                                                                                                         N=134
             N




 Once you’ve heard about a new movie or movie-related product, what resources do you
 use to find out more about it? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                                 7
Use of Online for Entertainment Products & Information

  The vast majority (86%) of Google users who use websites to learn
  about Movies, use a search engine to find those movie sites


             100%
               90%                             86%

               80%
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               20%                                                                                  14%
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                 0%
                                                Yes                                                  No   N=111


 You indicated that you use websites to learn about new movies or movie-related
 products. Do you ever use a search engine to help you find movie-related websites?
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                  8
Use of Online for Entertainment Products & Information
  Google users use search engines to help them read reviews (74%),
  watch trailers (66%) and/or check movie times (61%)

              80%        74%
              70%                  66%
                                             61%
              60%
              50%                                      42%
              40%
                                                                 28%
              30%                                                          18% 18%
              20%                                                                              12% 10%    8%   8%
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                                                                                                                    N=119
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 Which of the following movie-related activities do you use a search engine to help you
 do? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                            9
Use of Online for Entertainment Products & Information

  79% Google users say search engines are very/somewhat important for
  researching/purchasing movies and related info

                                                1%
                                              2%
                                                                                                          Very important
                                19%
                                                                          29%
                                                                                                          Somewhat important

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                                             50%

                                                                                                                           N=119


 How important is using a search engine in helping you research and/or purchase movies
 and/or movie-related information?
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                                   10
Use of Online for Entertainment Products & Information

  Google users primarily learn about new music-related products through
  radio programs (61%), friends/family (57%) and/or TV (53%)

     70%       61%
                            57%
     60%                                 53%          51%
     50%                                                           38%          37%
     40%
     30%                                                                                     25%
     20%                                                                                                  14%
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                                                                                                                          N=118



 Thinking about offline as well as online resources, how do you usually learn about new
 music-related products, services or information? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                                11
Use of Online for Entertainment Products & Information

  A vast majority of Google users (73%) use websites to learn more about
  a music-related product, and 57% use a search engine

             80%       73%
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                                     N




 Once you’ve heard about a new music-related product, service or information, what
 resources do you use to find out more about it? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                            12
Use of Online for Entertainment Products & Information

  84% of Google users who use websites to find music-related
  information, use a search engine to help them find those music sites
          90%                                 84%
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          50%
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          20%                                                                                             16%

          10%
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                                                                                                                N=95

 You indicated that you use websites to learn about new music-related products, services
 or information. Do you ever use a search engine to help you find a music websites?
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                       13
Use of Online for Entertainment Products & Information

  Google users primarily use search engines to help them listen to music
  samples (75%), read reviews (63%) and/or purchase CDs online (53%)
                 80%            75%
                 70%                        63%
                 60%                                       53%
                 50%                                                      39%
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                 30%                                                                                      19%
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                                                                                                                N=99

 Which of the following music-related activities do you use a search engine to help you
 do? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                       14
Use of Online for Entertainment Products & Information
  Most Google users (77%) think search engines are very/somewhat
  important for researching/purchasing music related products

                                         1%
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                                                                                                                     N=95

 How important is using a search engine in helping you research and/or purchase music-
 related products, services or information?
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                            15
Use of Online for Entertainment Products & Information
  Google users mostly use Friends/Family (58%) and/or Websites (57%) to
  learn about new gaming products or services

              70%
                          58%        57% 54%
              60%
              50%                                          40% 36%
              40%                                                  34%
              30%
              20%                                                                          14%
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                                                                                                                    N=91

 Thinking about offline as well as online resources, how do you usually learn about new
 gaming products or services? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                           16
Use of Online for Entertainment Products & Information
  Most Google users (79%) use websites to find out more about a gaming
  product, and 48% use search engines

        90%         79%
        80%
        70%
        60%                        48%
        50%                                     44%
        40%                                                     32%                30%
        30%                                                                                  18%
        20%
        10%                                                                                                  4%            3%           2%           2%
         0%




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 Once you’ve heard about a new gaming product or service, what resources do you use to
 find out more about it? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                                                           17
Use of Online for Entertainment Products & Information

  85% of Google users who use websites to learn about gaming products,
  use a search engine to help them find those gaming sites

          90%                                 85%
          80%
          70%
          60%
          50%
          40%
          30%
          20%                                                                                             15%
          10%
            0%
                                               Yes                                                        No
                                                                                                                N=74

 You indicated that you use websites to learn about new gaming products or services. Do
 you ever use a search engine to help you find a gaming website?
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                       18
Use of Online for Entertainment Products & Information
 Google users use search engines to help them read game reviews (69%),
 purchase games online (49%) and obtain patches (48%)
                     80%              69%
                     70%
                     60%                           49%             48%               45%
                     50%
                     40%                                                                              35%           35%
                                                                                                                                   27%
                     30%
                     20%
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 Which of the following gaming-related activities do you use a search engine to help you
 do? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                                                           19
Use of Online for Entertainment Products & Information
 The vast majority (86%) of Google users say search engines are
 very/somewhat important for researching/purchasing gaming products


                                           1%
                                13%                   0%
                                                                                                     Very important

                                                                         35%                         Somewhat important

                                                                                                     Neither important nor
                                                                                                     unimportant
                                                                                                     Somewhat unimportant

                                                                                                     Not at all important
                              51%


                                                                                                                       N=75

 Overall, how important is using a search engine in helping you research and/or purchase
 gaming products or services?
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                              20
Use of Online for Entertainment Products & Information
 Almost all respondents (94%) use TV to learn about new television
 programs and services

                     100%          94%
                      90%
                      80%
                      70%
                      60%                      53%
                      50%                                 44% 39%
                      40%                                                            25%
                      30%                                                                        17%
                      20%                                                                                   12% 10%                     6%
                      10%                                                                                                                       3%
                       0%




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 Thinking about offline as well as online resources, how do you usually learn about new
 television programs and services? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                                                      21
Use of Online for Entertainment Products & Information
 To find out more about a television program, 67% of Google users use
 websites, 63% use TV, and 46% use search engines


              80%
                           67%             63%
              70%
              60%                                        48%           46%
              50%
              40%                                                                       31%
              30%
              20%                                                                                  12%               8%
              10%                                                                                                                 2%       2%       1%
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 Once you’ve heard about a new television program or service, what resources do you
 use to find out more about it? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                                                          22
Use of Online for Entertainment Products & Information

  89% of Google users who use websites to find television programs and
  services use a search engine to help them find those sites


                 100%
                                                  89%
                   90%
                   80%
                   70%
                   60%
                   50%
                   40%
                   30%
                   20%
                                                                                                     11%
                   10%
                     0%
                                                   Yes                                                    No   N=70


 You indicated that you use websites to find television programs or services. Do you ever
 use a search engine to help you find a television website?
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                      23
Use of Online for Entertainment Products & Information

  Most Google users use search engines help them check TV show times
  (83%) and/or read reviews (74%)
                       90%            83%
                       80%                               74%
                       70%
                       60%
                       50%
                       40%                                                     30%
                       30%                                                                           20%
                       20%                                                                                                            7%
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 Which of the following television-related activities do you use a search engine to help you
 do? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                                                 24
Use of Online for Entertainment Products & Information

  Most Google users (68%) think search engines are very/somewhat
  important for researching/purchasing gaming products



                                          10%        0%
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                                                                         29%
                                                                                                    Somewhat important
                             22%
                                                                                                    Neither important nor
                                                                                                    unimportant
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                                                        39%

                                                                                                                     N=69


 Overall, how important is using a search engine in helping you research and/or purchase
 television programs or services?
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                            25
Use of Online for Entertainment Products & Information

    Google is the most popular search engine for researching and/or
    purchasing Entertainment products, services or information online –
    used by 83% of all respondents

                                                          ALL RESPONDENTS

           90%          83%
           80%
           70%
           60%                         53%
           50%
           40%                                        33%
           30%                                                       23%
           20%                                                                      14%
                                                                                                    7%      5%      8%
           10%
            0%
                      Google          Yahoo           MSN           Ask             AOL         Netscape   Lycos   Other,
                                                                   Jeeves                                          please
                                                                                                                   specify
          N=209


 Which of the following search engines do you use when you research and/or purchase
 Entertainment products, services or information online? Select all that apply
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                             26
Use of Online for Entertainment Products & Information

    Our sample of Google users is almost evenly divided between women
    and men
            56%
                                               54%
            54%

            52%

            50%

            48%
                                                                                                          46%
            46%

            44%

            42%

            40%
                                             Female                                                       Male
                                                                                                                 N=174

 Please indicate your gender

  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                         27
Use of Online for Entertainment Products & Information

    Our sample of Google users is evenly distributed across all age groups



                                                         7%           8%                                   18-24
                                                6%                                                         25-29
                                                                                  13%                      30-34
                                        10%
                                                                                                           35-39
                                                                                                           40-44
                                                                                      8%
                                                                                                           45-49
                                      10%
                                                                                                           50-54
                                                                                                           55-60
                                                                                 14%
                                              14%                                                          61-64
                                                                  9%                                       65+

                                                                                                          N=174


 Please indicate your age

  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                   28
Use of Online for Entertainment Products & Information

    48% of Google users has completed college or have a higher education
    degree

         40%
                                                                34%
         35%
         30%                                                                        27%
         25%
         20%                                 15%                                                               15%
         15%
         10%                                                                                              6%
                          3%
          5%
          0%
                    High school High school Completed      College Completed Completed
                      or less   graduate or    some       graduate      some    graduate
                                 equivalent college, but (e.g., B.A., graduate   school
                                (e.g., GED) no degree A.B., B.S.) school, but (e.g., M.S.,
                                                                      no degree   M.D.,
                                                                                 Ph.D.)
        N=174
 What is the highest level of education you have completed or the highest degree you
 have received?
  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                     29
Use of Online for Entertainment Products & Information

    45% of our sample of Google users earn $50K – $150K annually (HHI)

                     30%
                                                                   25%
                     25%
                     20%
                     15%           11% 10%                                  12%
                                9%         10%                                                                           10%
                     10%
                                                                                      5%       3%
                       5%                                                                                 3%
                                                                                                               1%   1%
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 What was your total 2004 household income before taxes?

  Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005)
                                                                                                                               30

				
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