KPMG’s latest Media and Entertainment Barometer reveals the sharp increase and uptake of smartphones and tablets, driving expenditure and consumption of ‘on the move’ media, most notably, e-books.
Smartphone ownership is up one third, while tablets, new to the UK market in July 2010, have seen ownership more than double in the past six months.
Appetite for digital content is also increasing, with tablets currently receiving the largest proportion of respondents’ spend. Whilst from a lower base, early indications suggest that consumers are more willing to pay for applications (apps) on their tablets, with monthly spend at £8.87, than on their smartphones (£5.65).
Since the first wave of research in September 2009, consumers of electronic books have doubled. The survey finds that consumers spend more on e-books (£4) per month than on online games (£2) or streamed TV (£1), with only downloaded music accounting for more disposable income (£5).
Mixed “Ecology” Between Traditional and New Media
Whilst consumers are embracing new media, a “mixed ecology” persists, with almost all still enjoying traditional media. Four-fifths (79 percent) of respondents engaged in new media activities, while 99 percent continued to participate in traditional media activities.
Television continues to be the most popular source of entertainment during a period when global events have dominated the news agenda. In contrast, other traditional media activities, such as reading print newspapers and listening to the radio, continue to decline in popularity.
About the Media and Entertainment Barometer
KPMG’s Media and Entertainment Barometer is conducted by YouGov every six months, providing an insightful view into emerging media consumption trends and a reliable source of intelligence for the industry. By tracking consumer habits on a six-monthly basis, KPMG can alert media providers to shifting patterns in consumer demand, spend and consumption as they happen. KPMG has long standing relationships with clients throughout the media sector and understands the dynamic challenges this sector is facing.