Study: Device Preference Differs According to Age

Edelman has released the results from the fifth annual “Value, Engagement and Trust in the Era of Social Entertainment” survey (formerly known as the “Trust in Entertainment” survey), finding that different age groups prefer to get their entertainment from different devices.

Overall, more people are using their laptops. In the U.S., 53 percent of respondents said they spent more time on their laptop computers over the past year, and 59 percent in the U.K. responded in kind.

But, more 18- to 29-year-olds (43 percent in the U.S. and 42 percent in the U.K.) said they would want access to entertainment on their mobile devices than other groups.  Among 30- to 44-year-olds, those percentages were 30 percent in the U.S. and 25 percent in the U.K. And for 45- to 54-year-olds, the numbers were 20 percent in the U.S. and 21 percent in the U.K.

Overall, the study found that younger audiences want access across more platforms.

Of course, the study found that people aren’t happy about paying for previously free access to entertainment. But also, consumers feel they’re getting less value out of the entertainment industry. Those who felt they were getting value out of their entertainment dropped to 68 percent, with only 17 percent saying they’re getting “good” or “excellent” value.

“A lower perception of value in the entertainment industry represents the commoditized nature of today’s entertainment,” Gail Becker, president of Edelman’s Western U.S. region said in a statement. “Given the ongoing debate about revenue models and what we see from this year’s study findings, entertainment companies have a real opportunity to regain trust by articulating a stronger value proposition to their consumers and by offering the opportunity to engage with them through multiple platforms.”

Jon Hargreaves, MD of technology for Edelman Europe also commented on the new audience tendency to use multiple platforms at the same time, for instance surfing the Web while watching TV. “For the entertainment industry, if the Internet can add real value to offline content, we believe consumers would be willing to pay for it,” he said in a statement.

Only four percent of those in the U.K, and three percent of those in the U.S. feel positive about the transition to paywalled services.

Edelman conducted this online survey between February 22 and February 28 of this year. The firm polled 517 adults between the ages of 18 and 54 years old in the U.S. and 500 people in that age range in the U.K.