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1 Anytime, anywhere The rising demand of media on the move KPMG s media and entertainment barometer kpmg.co.uk

2 1 KPMG s Media and Entertainment Barometer Introduction Consumers on the move are more prepared to pay for content. Welcome to KPMG s third Media and Entertainment Barometer, a sixmonthly consumer survey conducted on behalf of KPMG byyougov. Since launching the survey a year ago, we have seen a number of changes in the market. More than a quarter of consumers surveyed now own a smartphone, rising to 44 percent in the age range. This marked increase is generating revenue for those providing mobile applications and downloadable content and is also providing new advertising streams for the media sector. A third of smartphone owners had downloaded paid apps during the period surveyed, with one in ten spending over 10. Complementing this trend is tablet ownership which already stands at two percent, with nearly half (45 percent) owning an Apple ipad. These figures show that consumers are willing to pay for content on the move. Unsurprisingly, the majority of respondents of our latest survey agreed that the ability to access media online (e.g. newspapers, music, video and radio) meant they now accessed more media than in the past 60 percent agreed that they accessed more. However, despite this increase, the majority of consumers are still reluctant to pay for content on their desktops. Only 13 percent of consumers had paid for online content and just 9 percent said they would consider paying for online content in the future. Some major national newspaper groups have introduced paywalls for their online content, and all eyes have been on whether they are likely to be successful in the long term. Our survey suggests that as long as content is available for free elsewhere, the majority of consumers (79 percent) would rather find a different provider than pay for content online. << Previous Introduction // Key findings // Accessing traditional media // Accessing new media //Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

3 KPMG s Media and Entertainment Barometer 2 In the meantime, despite this increase in the use of digital media, certain activities, such as outdoor events, watching TV and reading books and magazines, remain hugely popular. This leads to, what we term, a mixed ecology, and highlights that old and new media will co-exist and evolve together over time. The next 12 months will see a further shift in the mobile market as tablets and smartphones become more widely available. A key question is whether consumers, increasingly used to paying for premium content on their mobiles and tablets, will become more willing to pay for online content to their desktop but, at the moment, it is too early to identify any discernible trends. I hope you find the survey of interest. As always, please do get in touch if you d like to discuss the findings in more detail. David Elms Head of Media About the survey All figures, unless stated otherwise, are from YouGov Plc. Research was conducted with members of the YouGov online panel between 14-21st September 2010 for Wave 3 (W3), March 2010 for Wave 2 (W2) and 11th 14th September 2009 for Wave 1 (W1). The surveys sampled people aged 16 years plus in the United Kingdom. Data was subsequently weighted to this profile. In total there were 1037 completes for the first wave and 1034 for W2. The sample size was increased for the most recent wave, W3, and 2241 completes were achieved. Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

4 3 KPMG s Media and Entertainment Barometer Key findings The survey asked consumers about their consumption habits and preferences across all types of media including, publishing, broadcast, music, gaming, etc. It asked about their activities during the previous month (August 2010 to September 2010). Key findings from the survey showed: Smartphone & Apps More than a quarter (27 percent) owned a smartphone this rose to 44 percent and 43 percent amongst the 18-24s and 25-34s respectively. Four-fifths (80 percent) had used their smartphone for surfing the net. One-in-ten (ten percent) had read an ebook on their phone. Three quarters (74 percent) of smartphone users had downloaded apps during the past 12 months. Over a third (35 percent) had paid for apps during the month surveyed. Amongst those who had downloaded paid apps, one-in-ten had spent in excess of 10. << Previous Introduction // Key findings // Accessing traditional media // Accessing new media //Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

5 KPMG s Media and Entertainment Barometer 4 Tablets Two percent indicated they owned a tablet. Amongst tablet owners, half (48 percent) had used the device for surfing the net. A quarter (25 percent) had used it for watching TV/video clips and one-infifteen (seven percent) had used it for online gambling. Owners were twice as likely to have used their tablet for downloading free music (six percent) compared with paid music (three percent). Paywalls & Subscriptions Subscribers most commonly paid for music (23 percent), online gaming (21 percent), business news/analysis (19 percent), online newspapers/ magazines (19 percent) and TV (19 percent). Consumers who did not currently pay for online content were asked whether they thought they would become a paid subscriber over the coming 12 months. In total, nine percent indicated they would possibly become a paid subscriber. Only two percent would be prepared to pay for unrestricted access to a website they use regularly if a paywall were introduced. 79 percent would seek similar content elsewhere. Newspapers, books and print magazines 86 percent of consumers said they preferred to consume media offline rather than online. The most popular reason was a preference to reading physical copies. Amongst those who had engaged in new media activities, the highest mean spend was on digital books, with 22 percent of those spending more than 5. Over the past six months there had been a small increase in the proportion reading digital books. 3D Viewing The proportion who had watched a 3D film had increased significantly since wave 2 (W2: 27 percent, W3: 34 percent), reflecting the number of films that have been released in this format over the past six months. 15 percent indicated they may consider buying a 3D TV next time they purchase a television set. This is unchanged since wave two, suggesting that the popularity of 3D cinema is not translating into an increased desire for 3D technology in the home. Music The sum spent on music events and performances was notably higher than for previous waves of research. Mean spend on downloaded music dipped to 3.60 (W2: 4.26, W1: 5.20). Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

6 5 KPMG s Media and Entertainment Barometer Accessing traditional media Please indicate which if any of the following activities you have done in the past month? (traditional media) 93% Watched TV 94% (not online) 88% 79% Listened to radio 79% 82% 79% Read print newspaper 80% 81% 66% Listened to CD 68% 72% 72% Read print magazine 70% 70% 68% Read book 68% 68% 50% Watched DVD/Blu-Ray 53% 50% Played console/ video game 27% Visited cinema 27% 26% 30% 34% 34% In September 2010, 99 percent of respondents indicated they had engaged in one or more of the listed traditional media activities during the past month. Since wave 1 (Sept 2009) there has been a consistent wave-onwave decrease in the proportion listening to CDs. This may be due to the increasing availability of downloadable media and streaming services. There has also been in a decrease in the proportion playing a console/video game since wave 2 (March 2010). The proportion who have attended a sporting event fell back to wave 1 (Sept 2010) levels. This reflects seasonal variation in sporting activity, with major spectator sports, Football and Rugby, in full swing in the weeks leading up to the March survey. Women were more likely to have read a book or magazine during the past month. Men were more likely to have played video games. Music events/ performances Sporting events 19% 18% 18% 15% 18% 15% Wave 3 (Sep 2010) Wave 2 (Mar 2010) Wave 1 (Sep 2009) << Previous Introduction // Key findings // Accessing traditional media // Accessing new media //Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

7 KPMG s Media and Entertainment Barometer 6 Amongst those who had engaged in traditional activities during the past month, the highest mean spend was on attending music events and performances ( 44.30) and sporting events ( 32.70). These activities also had the highest spend in waves 1 and 2.The sum spent on music events and performances was notably higher than for previous waves (W1: 33.20, W2: 30.20, W3: 44.30). The proportion of newspaper readers who did not pay on these publications had increased consistently since wave 1 (W1: 15 percent, W2: 21 percent, W3: 26 percent). A similar pattern was evident for magazines, with the proportion who had not paid for these doubling over the course of the past 12 months (W1: 12 percent, W2: 19 percent, W3: 24 percent). Newspaper and magazine readers aged were less likely to pay for print media compared with the general population. As before, respondents had spent more time watching TV in the past month (28 hours), than any of the other activities, followed by listening to the radio and reading books (both 14 hours). Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

8 7 KPMG s Media and Entertainment Barometer Accessing new media Please indicate which if any of the following activities you have done in the past month? (new media) Four-fifths (78 percent) had engaged in one or more of the listed new media activities in the past month. No significant increase on past waves. Social network/ blogging sites 47% 49% 50% A decrease in use of online news/ RSS feeds and online games was witnessed over the past 12 months. Online news/ RSS feeds Online games Used Video on demand for TV 32% 24% 27% 29% 22% 24% 19% 36% 37% Over the past six months there had been a slight increase in the proportion reading digital books (W2: 4 percent, W3: 6 percent), coinciding with the UK launch of the ipad and Kindle and a greater choice of online bookstores. Downloaded music 22% 21% 22% Online magazines 16% 17% 17% Streamed online TV programmes 15% 16% 14% Streamed music Streamed radio 18% 16% 16% 13% 14% 15% Wave 3 (Sep 2010) Wave 2 (Mar 2010) Wave 1 (Sep 2009) << Previous Introduction // Key findings // Accessing traditional media // Accessing new media //Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

9 KPMG s Media and Entertainment Barometer 8 As before, men were more likely to have participated in new media activities than women (81 percent, 75 percent). Two-thirds (65 percent) of those aged 55+ had participated in these activities compared with 93 percent of 18-24s. One-in-five (19 percent) respondents aged 55+ had played online games in the past month and 28 percent had used social networking/blogging sites. Amongst those who had engaged in each of the listed new media activities, the highest mean spend was on digital books ( 5.30). Mean spend on downloaded music dipped to 3.60 (W2: 4.26, W1: 5.20). Amongst those who had engaged in each of the activities, social networking/blogging and playing online games consumed the greatest amount of time (12 and 11 hours respectively) unchanged from wave 2. Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

10 9 KPMG s Media and Entertainment Barometer Traditional vs. New Media: some comparisons As we might expect, fewer people had engaged in new media activities than traditional (78 percent-v-99 percent). This gap has not narrowed over the past 12 months. As per previous waves of research, people were around six times as likely to have watched traditional TV as they were to have streamed TV programmes (93 percent, 15 percent). They were also far more likely to have listened to traditional than streamed radio (79 percent, 13 percent) and read a print magazine than an online publication (70 percent, 16 percent). Amongst those who had engaged with each of the sources, mean spend over the past month tended to be considerably lower for new media. << Previous Introduction // Key findings // Accessing traditional media // Accessing new media //Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

11 KPMG s Media and Entertainment Barometer 10 Over the past year traditional media has held up well, and despite the ever growing availability of online media, consumers still expect and consume both. This has led to a mixed ecology, with people accessing content in the traditional way and online. The popularity of consuming media in the traditional way remains very resilient. David Elms, KPMG Consumers of new media continued to be several times more likely to report having not paid for these activities than consumers of similar types of traditional media. For example, around a quarter (24 percent) of those who had read print magazines said they had not paid for these compared with four-fifths (80 percent) of online magazine readers. A similar story was evident for print newspapers compared with online news portals (26 percent, 92 percent). The gap was narrower for books, with 43 percent having not paid for print books, compared with 54 percent for digital ones. Consumption of traditional media without paying has increased wave-on-wave. For example, consumers said that had not paid for these over the past month compared with 19 percent and 12 percent in the second and first and waves respectively. Newspapers: 26 percent, compared with 21 percent and 15 percent in the second and first waves. Differences were less marked for new media. Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

12 11 KPMG s Media and Entertainment Barometer Accessing more media now? To what extent do you agree or disagree with the following statement: Being able to access media online (e.g. newspapers, music, video, radio) means I now access more media than I did in the past Wave 1 (September 2009) 19% 23% 58% Wave 2 (March 2009) 14% 24% 63% Wave 3 ( September 2010) 16% 23% 61% A majority of respondents agreed that the ability to access media online (e.g. newspapers, music, video and radio) meant they now accessed more media than in the past: 60 percent agreed that they accessed more, while 19 percent disagreed. Those aged (84 percent) were almost twice as likely to agree compared with those aged 55+ (43 percent). Sixteen percent of the 55+ group strongly disagreed. Respondents in Wales were most likely to agree they were now accessing more media (71 percent). Men were significantly more likely to agree compared with their female counterparts (66 percent, 55 percent). Total disagree Neither agree nor disagree Total agree << Previous Introduction // Key findings // Accessing traditional media // Accessing new media //Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

13 KPMG s Media and Entertainment Barometer 12 Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

14 13 KPMG s Media and Entertainment Barometer Prefer accessing online or offline? Despite the majority indicating they now access more online content than in the past, results continue to point to a preference for offline media. The past 12 months has not witnessed an increased preference for online media. In wave 3, 23 percent said they favoured online media access, compared with 46 percent who said offline and 32 percent who reported it didn t make a difference. 12 months ago, 24 percent said they preferred online media. Those who preferred offline access were asked to indicate why. Consistent with previous waves, the most popular reasons related to a preference for reading physical copies or watching on a television set (rather than a computer screen).technical and security concerns continued to trouble a minority. You said that you prefer to consume media OFFLINE. Which, if any, of the reasons below apply? 89% 86% 85% 79% 80% 76% 60% 57% 56% 19% 14% 14% 14% 13% 13% 5% 8% 8% I would rather read something physical than on screen I would rather watch TV and films on my TV than computer I prefer the experience of traditional media I don't want to make payments online due to security concerns I don't have a fast enough internet connection to make online media an enjoyable experience I don't trust the quality of online media Wave 1 (Sep 2009) Wave 2 (Mar 2010) Wave 3 (Sep 2010) << Previous Introduction // Key findings // Accessing traditional media // Accessing new media // Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

15 33% 31% 28% KPMG s Media and Entertainment Barometer 14 Those who preferred online access were also questioned on their reasons for this preference. Consistent with previous waves, the most important explanation was the availability of content on demand. This points to the importance of convenience for consumers of online media. You said that you prefer to consume media ONLINE. Which, if any, of the reasons below apply? 93% 91% 89% 80% 73% 72% 73% 63% 65% 64% 63% 62% 61% 56% 54% 16% 14% 14% I can access content when I want I can access the content I want for free online I spend a lot of time on my computer so it's more convenient It is easier to find content that I'm interested in There is a wider choice of content online It is more environmentally friendly I can access the content I want at a better price Wave 1 (Sep 2009) Wave 2 (Mar 2010) Wave 3 (Sep 2010) Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

16 15 KPMG s Media and Entertainment Barometer Will consumers, increasingly used to paying for premium content on their mobiles and tablets, become more willing to pay for online content on their desktops? Currently paying for online content? Thirteen percent currently pay for online content.this represents a marginal increase on the first two waves (W3: 13 percent, W2: 10 percent, W1:11 percent). Eight percent pay for content when required and five percent subscribe. The younger generation were far more likely to pay for content than their older counterparts: yrs: 14 percent; yrs: 13 percent; 55+ yrs: 4 percent. Subscribers most commonly paid for music (23 percent), online gaming (21 percent), business news/analysis (19 percent), online newspapers/magazines (19 percent) and TV (19 percent). People who did not currently pay for online content were asked whether they thought they would become a paid subscriber over the coming 12 months. In total, nine percent indicated they would possibly become a paid subscriber. This has remained static over the past 12 months, suggesting appetite for paid online subscriptions is not increasing. << Previous Introduction // Key findings // Accessing traditional media // Accessing new media // Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

17 KPMG s Media and Entertainment Barometer 16 What content would you be prepared to pay for? Those who were not paying for online content but thought they would possibly/ definitely become a paid subscriber over the coming 12 months were asked what they would be prepared to pay for. Consistent with previous waves, films and music were most commonly identified as content they would potentially pay for. Respondents were more likely to pay for films than they were six months ago. What content would you be prepared to pay for? Films 45% 52% 50% Music 55% 50% Online newspapers/ magazines 24% 33% 31% 59% 27% TV 30% 28% Specialist blogs/advice 8% 15% 19% 13% Online gaming 12% Business 12% news/analysis 8% 18% 21% 5% Online dating 3% 6% Exclusive social 3% 3% networking sites 5% 3% Comparison sites 8% 5% Wave 3 (Sep 2010) 2% Wave 2 (Mar 2010) GPS sites 4% 4% Wave 1 (Sep 2009) Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Next >> Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next > >

18 17 KPMG s Media and Entertainment Barometer Introducing a paywall If a website or mobile content site you frequently visit began charging for access to content, would you be willing to pay to gain access to the content? 79% Only one-in-fifty (two percent) would be prepared to pay for unrestricted access to a website they currently use regularly if a paywall were introduced. The vast majority (79 percent) would seek similar content elsewhere. 2% 8% 11% Yes, for access Yes, but only for No, would look Don't know to the content specific sections for the same of the entire site or similar content elsewhere << Previous Introduction // Key findings // Accessing traditional media // Accessing new media //Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

19 KPMG s Media and Entertainment Barometer 18 Impact of recession: comparing prices The majority (58 percent) agreed that they now spent longer comparing prices than pre-recession. About two-thirds of this group (68 percent) thought their new thriftiness would continue after the recession ends. This figure is lower than that collected in the earlier waves (W3: 68 percent, W2: 78 percent, W1: 78 percent). Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

20 19 KPMG s Media and Entertainment Barometer 3D viewing Where at all have you viewed 3D media over the past 12 months? 27% 34% 69% 62% Over a third (34 percent) had viewed a 3D film at the cinema during the past 12 months.this rose to 63 percent amongst the 18-24s and 50 percent amongst the 25-34s. By contrast, only 28 percent of 45-54s and 14 percent of those aged 55+ had viewed 3D films at the cinema. The proportion who had watched a 3D film had increased significantly since wave 2 (W2: 27 percent, W3: 34 percent), reflecting the number of films that have been released in this format over the past six months. Four percent had watched a 3D film on TV.This was broadly in line with wave 2 (five percent). 5% 4% At the cinema On Television Neither Wave 2 (Mar 2010) Wave 3 (Sep 2010) << Previous Introduction // Key findings // Accessing traditional media // Accessing new media //Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

21 KPMG s Media and Entertainment Barometer 20 Only one-in-seven (15 percent) indicated they were likely may consider buying 3D TV next time they purchase a television set. This is unchanged since wave two, suggesting that the popularity of 3D cinema is not translating into an increased desire for 3D technology in the home. Amongst those who said they were unlikely to buy a 3D TV, two-thirds (64 percent) indicated they did not see the need, while 54 percent expected it to be too expensive. Half thought 3D TV was a gimmick (50 percent) or didn t like the idea of the 3D glasses (51 percent). The proportion saying they would watch 3D TV if it were available fell to 22 percent (from 25 percent in wave 2). Popularity was highest amongst men and young people. You said you were unlikely to purchase a 3D television next time you buy a TV. Why is this? Don't see the need Likely to be 59% too expensive 54% I don't like the idea of 49% wearing the 3D glasses 51% It's a gimmick Lack of programmes 33% available 29% 41% 50% 63% 64% Will wait for improved 19% version to be launched 18% Quality likely to be poor 12% 10% None of these 4% Wave 2 (Mar 2010) 3% Wave 3 (Sep 2010) Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

22 21 KPMG s Media and Entertainment Barometer Smartphone use More than a quarter (27 percent) owned a smartphone. This rose to 44 percent and 43 percent amongst the 18-24s and 25-34s respectively. Ownership was highest in London (33 percent) and the South East (32 percent), and lowest in the South West (16 percent). Four-fifths (80 percent) had used their smartphone for surfing the net. One-in-ten (9 percent) had read an ebook on their phone. Thinking about your MAIN phone, which of the following do you have? 27% 3% 2% 3% 65% Standard mobile phone Other Don t have a mobile phone Smartphone Don t know << Previous Introduction // Key findings // Accessing traditional media // Accessing new media // Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

23 KPMG s Media and Entertainment Barometer 22 For which, if any, of the following activities have you used your smartphone? Sending text messages 96% Taking photos/ ing photos 86% Surfing the internet 80% Reading s 76% Social media 62% /instant messaging 58% Listening to music 53% Playing/downloading free games 51% Reading documents 43% Watching TV/video clips 28% Listening to the radio 28% Playing/downloading paid for media 26% Purchasing items 21% Reading newspapers 14% Downloading paid for music 14% Downloading free music 11% Reading ebooks 9% Editing documents 9% Ordering takeaway 8% Online gambling 3% Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

24 23 KPMG s Media and Entertainment Barometer Smartphone manufacturer Please think about your MAIN smartphone. Which, if any, of the following manufacturers produced this smartphone? Apple (29 percent), BlackBerry (21 percent) and Nokia (16 percent) dominate the market, accounting for a combined two-thirds (66 percent) of handsets owned by respondents. 29% 21% 16% 10% 8% 6% 6% 1% Apple Blackberry Nokia HTC Samsung Sony Ericsson LG Motorola << Previous Introduction // Key findings // Accessing traditional media // Accessing new media //Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

25 KPMG s Media and Entertainment Barometer 24 Smartphone apps In total, three quarters (74 percent) of smartphone users had downloaded apps during the past 12 months. Over a third (35 percent) had downloaded paid apps during this period. Amongst those who had downloaded paid apps, one-in-ten had spent in excess of 10. Have you downloaded any apps (sometimes called applications ) to your smartphone over the past 12 months? Approximately how much would you say you spent on apps IN THE PAST MONTH? plus 3% 24% 2% 2% to 20 7% 39% 8.01 to 10 11% 4.01 to 8 26% 2.01 to 4 14% 33% 0.5 to 4 25% Paid for apps only Both paid for and free apps Not sure Free apps only Not downloaded any 0 14% Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

26 25 KPMG s Media and Entertainment Barometer Tablets Two percent) indicated they owned a tablet. Amongst tablet owners, half (48 percent) had used the device for surfing the net. A quarter (25 percent) had used it for watching TV/video clips and one-in-fifteen (7 percent) had used it for online gambling. Owners were twice as likely to have used their tablet for downloading free music (6 percent) compared with free music (3 percent). Surfing the internet 48% Reading s 41% Reading documents 36% Playing/downloading free games 35% Listening to music 34% /instant messaging 31% Social media 28% Playing/downloading paid for games Watching TV/video clips 25% 27% Editing documents 24% Reading ebooks 22% Purchasing items 19% Reading newspapers 16% Listening to the radio 15% Online gambling 7% Downloading free music 6% Downloading paid for music 3% << Previous Introduction // Key findings // Accessing traditional media // Accessing new media //Traditional vs. New media What content would you be prepared to pay for? // Introducing a paywall // Impact of recession // 3D viewing

27 KPMG s Media and Entertainment Barometer 26 Tablet manufacturer Apple dominate the tablet market, with 45 percent of t ablet owners indicating they owned an ipad. Note: base size of 46 respondents is too small for these percentages to be quote in PR. 3% 9% 9% 45% 11% 11% 12% Don t know Hewlett Packard (HP) Other Samsung Dell Archos Apple Accessing more media now? // Prefer accessing online or offline // Currently paying for online content? Smartphone // Smartphone manufacturer // Smartphone apps //Tablets //Tablet manufacturer Next >>

28 Contact us David Elms Partner, Head of Media T: +44 (0) E: Guy Di Piazza Media Analyst, Transaction Services T: E: The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavour to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. The KPMG name, logo and cutting through complexity are registered trademarks or trademarks of KPMG International. KPMG LLP (UK) s Design Services I RRD I December 2010 I Printed on recycled material

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