"In the U.S., the rise of the Internet as a frequent source of entertainment is most dramatic in the 18-34 group, rising from 27% in 2009 to 42% in 2010," the firm disclosed. "In the U.S., 32% of 18-54 year olds look most frequently to the Web for entertainment (compared with 58% watching TV). The Internet also ranked second in the U.K., with 30% turning to the Web most frequently, compared with 57% watching TV."
In fact, Edelman suggests that social media has spawned a new category dubbed "social entertainment," blurring the definition of social media even further from its roots as so-called "word-of-mouth," communications, and community.
Another interesting, and potentially controversial, finding is that the vast majority of respondents said they would not be willing to give up person information in exchange for access to free entertainment content.
"The study shows that consumers do value privacy but perhaps they are not considering the personal information that they already distribute freely via social networks," states Jonathan Hargreaves, managing director of technology for Edelman, Europe. "Social entertainment impacts the role of privacy - both in how individuals behave online but also in terms of how entertainment companies use customer information. This new era has created a shift in the trust dynamic and businesses must consider the implications of this in order to nurture future trust in a brand."
"Not willing to give up personal info for free entertainment online?" Last time I looked, every entertainment website with some form of streaming media or community aspect forces a user to sign up for an account and fill up detailed profile pages. We've already given them info in the act of consumption.