Study Reveals Shift as Social Networks Become 'Social Entertainment'

The annual survey "Trust in the Entertainment Industry: Consumer Behaviour in an Era of Social Entertainment" by Edelman reveils that Internet is second only to TV as a frequent "source of entertainment", consumers in the US and UK recognize social networks as entertainment.

In the US, the rise of the Internet as a frequent source of entertainment is most dramatic in the 18-34 group, rising from 27 percent in 2009 to 42 percent in 2010.
In the US, 32 percent of 18-54 year olds look most frequently to the Web for entertainment (compared with 58 percent watching TV). The Internet also ranked second in the UK, with 30 percent turning to the Web most frequently, compared with 57 percent watching TV. 

Social Entertainment

Seventy-three percent of 18-24 year olds in the US and 61 percent in the UK see social networks as a form of entertainment. Fifty percent (US) and 56 percent (UK) of respondents aged 35-49 also consider social networking sites as a form of entertainment.
Despite the growth of social entertainment, consumers do not currently identify Internet brands as entertainment companies.

View here the presentation of the survey.




The presentation ends with a mosaic approach on how to build trust in an era of "social entertainment":
1. Listen with new intelligence
2. Participate in conversation
3. Create and co-create content
4. Socialize media
5. Champion open advocacy
6. Build active partnerships
7. Embrace complexity

Below the video with Gail Becker, Global Head of Digital Entertainment and Technology at Edelman discussing trust in the entertainment industry at Edelman's fifth annual Trust in Entertainment event on 20 May, 2010.

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