30 Apr 12
Delivering Media & Entertainment to the Connected Consumer
by Zoe Richards, Insight Director
In a digital world our options for entertainment seem to be ever increasing. This is great for (most) consumers, but a challenge for traditional content distributors. Mass audiences are fragmenting and we’re also moving much more from a model in which content is owned to one in which it is accessed. The IBM Institute for Global Business Services conducted its fourth annual Digital Consumer Survey to better understand digital adoption behaviours within this context.
Their research revealed four different digital personalities.
Efficiency Experts see adoption of digital services and devices as a way to make life easier
Content Kings include dedicated gamers, newshounds, movie buffs, music lovers and TV fans
Social Butterflies cannot imagine not being able to instantly access any of their friends
Connected Maestros combine behaviours common to Content Kings and Social Butterflies with even more sophisticated behaviours
The report concludes that media and entertainment providers should develop more strategic and tailored relationships with consumers. That they should go beyond digital and deliver experiences, not just content, and this experience should be customised based on understanding the consumers’ context and preferences.
Advertisers as well as media and entertainment providers will have to carve their path through this dynamic landscape.