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Media Content On the Go - UK - September 2011

“The market for portable electronic devices - such as laptops, smartphones or tablets -has shown overall growth in 2011, with a complimentary interest in digital content growing alongside it. With the digitisation of books and video joining already popular digital newspapers and music, content providers are under increasing pressure to ensure their offerings are available at any given time, on any given device and in any number of unknown usage scenarios. Their effectiveness in maintaining brand awareness and consumer loyalty in an ever-increasing field of competitors will depend on how they adapt to the consumer demands of quality and immediacy in the year to come.”

– Samuel Gee, Technology Analyst

Whilst books and magazines have always been, to an extent, ‘content-on-the-go’, this report focuses on their digital counterparts – namely eBooks, digital magazines or newspapers (usually presented as ‘apps’), and MP3/video content.

eBooks are files that are read primarily on dedicated eBook readers such as the Amazon Kindle or the Sony Reader.

Consumption of pirated digital music and video content falls outside the scope of this report. For more information on the spread of digital content piracy, see Mintel’s Music and Video Purchasing – UK, August 2011 report.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The markets
              • Digital books
                • Figure 1: Value of the eBook market, 2009 and 2010
              • Digital music and video
                • Figure 2: Value of the digital music market, 2008-11
                • Figure 3: Value of DVD and Blu-ray sales, 2008-10
              • Digital newspapers
                • Figure 4: Change in online readership for a selection of national papers, 2008-10
              • Market factors
                • Desirability of new gadgets will boost potential market size
                  • Discretionary spend affects content acquisition and format adoption
                    • Changing nature of content consumption
                      • The consumer
                        • Tablets and eReaders the most desirable items
                          • Figure 5: Ownership of devices, July 2011
                        • Consumers show strong preference for printed media
                          • Figure 6: Attitudes towards accessing content on a portable device, July 2011
                        • Device popularity belies activity usage
                          • Figure 7: Consumer interest in content on the go, July 2011
                        • Time-consuming activities unpopular
                          • Figure 8: Out-of-home activities done on portable devices, July 2011
                        • Technologically savvy consumers underuse geo-location abilities
                          • Figure 9: Interactions from a portable device performed whilst out of home, July 2011
                        • Consumers happy to pay for content they enjoy
                          • Figure 10: Printed vs digital purchasing activity, July 2011
                        • What we think
                        • Issues in the Market

                            • How can consumers be encouraged to make more use of location-based services?
                              • Are devices becoming less distinct?
                                • Can consumers be persuaded to pay for content on the go?
                                  • Can eBook publishers surmount the emotional connection to physical books?
                                  • Future Opportunities

                                    • Inspire Insights
                                      • Trend: Many Mes
                                        • Trend: The Real Thing
                                        • Market Environment – eBooks and eReaders

                                          • Key points
                                            • Market overview
                                              • eBooks
                                                • Strong growth in sales
                                                  • Audiobooks
                                                    • eReaders
                                                      • Figure 11: Percentage of all UK book buyers who purchased an eBook in the last month, September 2010-January 2011
                                                    • Adspend increases for eReaders
                                                      • Figure 12: Adspend for eReaders and tablets, 2010 and 2011
                                                    • Tablets moderately more attractive
                                                      • Figure 13: Ownership of and desire for eReaders and tablets, December 2010
                                                    • Key developments
                                                      • Customised release portals
                                                        • Interoperability
                                                          • Tablet cross-pollination…
                                                            • …a short-lived trend?
                                                              • Self-publishing success stories
                                                                • Colour reader sales are all washed out
                                                                • Market Environment – MP3/Video

                                                                  • Key points
                                                                    • Market overview
                                                                      • MP3 purchasing
                                                                          • Figure 14: Music industry income, 2008-10
                                                                        • Music market forecast
                                                                          • Figure 15: Value of downloaded music sales, 2006-16
                                                                          • Figure 16: Downloads as a percentage of all music purchases, by value, 2007-16
                                                                        • Radio
                                                                          • MP3 hardware
                                                                            • Digital video purchasing
                                                                              • On-demand video?
                                                                                • Video market forecast
                                                                                  • Digital video players
                                                                                    • Figure 17: Value of portable media player market, 2005-15
                                                                                  • Key trends
                                                                                    • Figure 18: Electronics and other personal items have in home, 2007-10
                                                                                  • Hard copy – greater value for money?
                                                                                    • Interoperability
                                                                                      • Social hubs
                                                                                        • Figure 19: CD and DVD purchase and rent against social media use, May 2011
                                                                                    • Market Environment – eNewspapers

                                                                                      • Key points
                                                                                        • Market overview
                                                                                          • Websites
                                                                                            • Figure 20: Change in online readership for a selection of national papers, 2008-10
                                                                                            • Figure 21: Change in online readership for a selection of national papers, 2010-11
                                                                                          • Internet has become the second most popular news source
                                                                                            • Figure 22: Frequency of accessing different types of media for news, April 2010
                                                                                          • Magazines show less coherent trends
                                                                                            • Figure 23: Change in online magazine readership for selected titles, June 2010-June 2011
                                                                                          • Paywalls
                                                                                            • Figure 24: Amount per week people are prepared to pay to access website of newspaper they read most often, November 2010
                                                                                          • Applications
                                                                                            • Key trends
                                                                                              • Quick consumption
                                                                                                • Figure 25: Minutes per usage day spent on news websites, 2008 and 2010
                                                                                            • Broader Market Environment

                                                                                              • Broadband reaching saturation point amongst ABs
                                                                                                • Figure 26: Broadband penetration, by socio-economic group, 2004-10
                                                                                              • Broadband penetration low amongst over-55s
                                                                                                • Primary eBook reading generation set to contract, but music lovers grow
                                                                                                  • Figure 27: Trends in the age structure of the UK population, by gender, 2006-16
                                                                                                • Music: Key generation will arrive digitally connected
                                                                                                  • AB demographic on the rise
                                                                                                    • Figure 28: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                  • Consumer confidence still low
                                                                                                    • Figure 29: GfK NOP Consumer Confidence Index, January 2008-August 2011
                                                                                                • Competitive Context – Books

                                                                                                  • Key points
                                                                                                    • Falling from a peak...
                                                                                                      • Figure 30: Any hardback or paperback purchaser in the last 12 months, 2006-10
                                                                                                      • Figure 31: UK total sales of books, by value, 2005-10
                                                                                                      • Figure 32: Trends in buying hardback, paperback or audiobooks, 2006-10
                                                                                                    • ...but growth pushed by young readers
                                                                                                      • Supermarkets sell well, but specialist bookstores hold the fort
                                                                                                        • Figure 33: Distribution of book sales, by value, 2010
                                                                                                      • Internet retailers grow aggressively
                                                                                                        • Figure 34: What do people think about buying and reading books, December 2010
                                                                                                    • Competitive Context – CDs and DVDs

                                                                                                      • Key points
                                                                                                        • Music industry income persistently falls
                                                                                                          • Figure 35: Music industry income, 2008-10
                                                                                                        • DVD player sales tail off after saturation
                                                                                                          • Figure 36: Total revenue within the music and video industry, by segment, 2010
                                                                                                        • Internet becomes the preferred delivery method for physical media..
                                                                                                          • …as specialist retailers fall
                                                                                                            • Supermarkets pick up the slack
                                                                                                              • Figure 37: Number of stores selling music, 2007-10
                                                                                                            • Video market more stable
                                                                                                            • Competitive Context – Newspapers

                                                                                                              • Key points
                                                                                                                • Unprecedented competition leads to continuing decline in hard copy distribution
                                                                                                                  • Figure 38: Total number of regional newspaper titles, by type, November 2010
                                                                                                                  • Figure 39: Trends in readership* of national daily newspapers, 1971-2010
                                                                                                                  • Figure 40: Average net circulation figures of The Guardian, The Times, The Independent, The Star, the Daily Mail and The Sun, February 2009-April 2011
                                                                                                                  • Figure 41: Consumer purchasing habits for newspapers, November 2010
                                                                                                                • Heavy discounts not a long-term solution...
                                                                                                                  • ...but big ticket events boost sales
                                                                                                                    • Consumers aren’t happy with dash towards celebrity
                                                                                                                      • Figure 42: Attitudes towards national newspapers, November 2010
                                                                                                                  • Who’s Innovating?

                                                                                                                    • eBooks
                                                                                                                      • Pottermore
                                                                                                                        • Kindle Cloud
                                                                                                                          • ‘Enhanced’ eBooks
                                                                                                                            • Books for the blind
                                                                                                                              • MP3
                                                                                                                                • Playbutton
                                                                                                                                  • Kaiser Chiefs
                                                                                                                                    • 4G Network
                                                                                                                                      • eNewspapers
                                                                                                                                        • New ‘i’ paper
                                                                                                                                          • Metro application displays strong viewing figures
                                                                                                                                          • Case Studies

                                                                                                                                            • The Financial Times
                                                                                                                                              • Overview
                                                                                                                                                • Problems encountered
                                                                                                                                                  • Consumer reactions
                                                                                                                                                    • Its conclusions
                                                                                                                                                      • The Independent
                                                                                                                                                        • Overview
                                                                                                                                                          • Problems encountered
                                                                                                                                                            • Consumer reactions
                                                                                                                                                              • Its conclusions
                                                                                                                                                                • Spotify and 7digital
                                                                                                                                                                  • Overview
                                                                                                                                                                    • Problems encountered
                                                                                                                                                                      • Consumer reactions
                                                                                                                                                                        • Its conclusions
                                                                                                                                                                          • Amazon’s Kindle
                                                                                                                                                                            • Overview
                                                                                                                                                                              • Problems encountered and consumer reactions
                                                                                                                                                                                • Its conclusions
                                                                                                                                                                                • Device Ownership

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Across-the-board ownership is level or improving
                                                                                                                                                                                      • Figure 43: Portable device current and future ownership, July 2010
                                                                                                                                                                                    • eReaders and tablets benefit from greater adspend
                                                                                                                                                                                      • eReaders popular with commuters and elderly
                                                                                                                                                                                        • Figure 44: Ownership of portable device, by age, July 2011
                                                                                                                                                                                        • Figure 45: Ownership of tablets and eReaders, by working status, July 2011
                                                                                                                                                                                      • The next 12 months
                                                                                                                                                                                        • PMPs and tablets show greatest contrast
                                                                                                                                                                                          • Tablets show the greatest gender divide
                                                                                                                                                                                            • Figure 46: Devices which consumers don’t own but are considering purchasing in the next 12 months, by gender, July 2011
                                                                                                                                                                                          • Retired enthusiasm for eReaders
                                                                                                                                                                                            • Figure 47: Devices which consumers don’t own but are considering purchasing in the next 12 months, by working status, July 2011
                                                                                                                                                                                        • Attitudes Towards Content On The Go

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Consumers most strongly identify with traditional media
                                                                                                                                                                                              • Figure 48: Consumer attitudes towards accessing content on a portable device, July 2011
                                                                                                                                                                                              • Figure 49: Agreement with the statement ‘Small screen size on smartphones/portable media players puts me off watching video/film/TV’, by age, July 2011
                                                                                                                                                                                              • Figure 50: Agreement with the statement ‘I’d always prefer a physical newspaper/magazine to an electronic version, if available’, by age, July 2011
                                                                                                                                                                                              • Figure 51: Agreement with the statement ‘I’d always prefer a physical book to an eBook, if available’, by age, July 2011
                                                                                                                                                                                            • Disagreement limited to commercial issues
                                                                                                                                                                                              • Figure 52: Attitudes towards accessing content on a portable device, July 2011
                                                                                                                                                                                              • Figure 53: Agreement with the statement ‘I’m happy to play mobile games that are part of an ad campaign, if they’re entertaining’, by age, July 2011
                                                                                                                                                                                              • Figure 54: Agreement with the statement ‘I’m willing to pay for apps that give me the content I want’, by age, July 2011
                                                                                                                                                                                            • Websites least likely to be paid for
                                                                                                                                                                                              • Figure 55: Agreement with the statement ‘I’m willing to pay to access websites that give me the content I want’, by age, July 2011
                                                                                                                                                                                              • Figure 56: Agreement with the statement ‘I’m willing to pay to access websites that give me the content I want’, by newspaper readership, July 2011
                                                                                                                                                                                            • Highest disengagement for native applications
                                                                                                                                                                                            • What Content Do Consumers Want On The Go?

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Social networks show strongest interest, information discovery has broader appeal
                                                                                                                                                                                                  • Figure 57: Consumer interest in carrying out activities whilst on the move, July 2011
                                                                                                                                                                                                  • Figure 58: Consumer interest in carrying out activities whilst on the move – any interest, July 2011
                                                                                                                                                                                                  • Figure 59: Consumer interest in carrying out activities whilst on the move – very interested, July 2011
                                                                                                                                                                                                  • Figure 60: Consumer interest in carrying out activities whilst on the move – somewhat interested, July 2011
                                                                                                                                                                                                • Streaming music likely to become more interesting to consumers
                                                                                                                                                                                                  • Spending money and retaining print fidelity hold little interest...
                                                                                                                                                                                                    • Figure 61: Consumer interest in carrying out activities whilst on the move – neither interested nor disinterested, July 2011
                                                                                                                                                                                                  • ...but younger consumers are still willing
                                                                                                                                                                                                    • Figure 62: Level of interest in ‘Buying content for the device, whilst out of home’, by demographics, July 2011
                                                                                                                                                                                                  • Smartphones and laptops least popular for content purchasing
                                                                                                                                                                                                    • Figure 63: Any interest in purchasing new content for their portable device, by device ownership, July 2011
                                                                                                                                                                                                  • Overall, PMP owners show highest engagement
                                                                                                                                                                                                    • Figure 64: Consumer interest in carrying out activities whilst on the move, by device ownership, July 2011
                                                                                                                                                                                                  • Laptop owners show lowest engagement
                                                                                                                                                                                                  • Media Use on the Go

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Time-consuming activities unpopular
                                                                                                                                                                                                        • Figure 65: Media use whilst out of home, July 2011
                                                                                                                                                                                                        • Figure 66: Most popular activity whilst out of home, by device ownership, July 2011
                                                                                                                                                                                                      • Cross-pollination of tasks and devices
                                                                                                                                                                                                        • Majority of eBook readers prefer physical copy
                                                                                                                                                                                                          • Content consumers engage more with media possibilities
                                                                                                                                                                                                            • Figure 67: Attitudes towards content on the go by consumers who stream music, July 2011
                                                                                                                                                                                                            • Figure 68: Attitudes towards content on the go by consumers who watch video clips and eBooks, July 2011
                                                                                                                                                                                                          • Music streamers have strong presence on social networks
                                                                                                                                                                                                          • Interacting on the Move

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Surfing on a laptop the most popular activity
                                                                                                                                                                                                                • Figure 69: Interactions performed on the move, by device they were performed on, July 2011
                                                                                                                                                                                                              • Finance and research show lowest responses, tempt the 25-34s
                                                                                                                                                                                                                • Figure 70: Interactions performed on the move whilst out of home, by age, July 2010
                                                                                                                                                                                                                • Figure 71: Interactions from portable devices whilst on the move – 16-24s and 25-34s, July 2010
                                                                                                                                                                                                              • Smartphones underutilised as local deal finders
                                                                                                                                                                                                                • Figure 72: Looking up weather and searching for deals, by portable device, July 2011
                                                                                                                                                                                                              • QR code scanners show highest interactivity
                                                                                                                                                                                                                • Small screen size most unattractive to information gatherers
                                                                                                                                                                                                                • Print vs Digital

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Consumers happy to pay for content they enjoy
                                                                                                                                                                                                                      • Figure 73: Popularity in consumption of different forms of printed content, July 2011
                                                                                                                                                                                                                    • Traditional activities remain popular
                                                                                                                                                                                                                      • Figure 74: Printed vs digital purchasing activity groups, July 2011
                                                                                                                                                                                                                    • Newspapers showing easiest transfer to digital
                                                                                                                                                                                                                      • Figure 75: Newspaper consumption, by physical or digital methods, July 2011
                                                                                                                                                                                                                      • Figure 76: Physical vs digital newspaper consumption, by socio-economic group, July 2011
                                                                                                                                                                                                                      • Figure 77: Physical vs digital newspaper consumption, by age, July 2011
                                                                                                                                                                                                                    • Magazines show less online integration
                                                                                                                                                                                                                      • Figure 78: Magazine consumption, by physical or digital methods, July 2011
                                                                                                                                                                                                                      • Figure 79: Physical vs digital magazine consumption, by age, July 2011
                                                                                                                                                                                                                    • Greater socio-economic differences suggest app usage
                                                                                                                                                                                                                      • Figure 80: Physical vs digital magazine consumption, by socio-economic group, July 2011
                                                                                                                                                                                                                    • eBooks lack widespread popularity
                                                                                                                                                                                                                      • Lowest objections to smartphone screen sizes from eBook readers
                                                                                                                                                                                                                        • Figure 81: Agreement with the statement ‘Small screen size on smartphones/portable media players puts me off watching video/film/TV’, by content consumption, July 2011
                                                                                                                                                                                                                      • Can printed content reclaim digital consumers?
                                                                                                                                                                                                                        • Figure 82: Preference of physical books or newspapers over digital, by consumption trends, July 2011
                                                                                                                                                                                                                      • Book readers are the easiest route to sales of TV on portable devices
                                                                                                                                                                                                                        • Figure 83: Willingness to use a portable device for catch-up TV, by consumption trends, July 2011
                                                                                                                                                                                                                      • Mixed newspaper/magazine consumers more likely to spend money
                                                                                                                                                                                                                        • Figure 84: Willingness to pay for apps or websites, by consumption trends, July 2011
                                                                                                                                                                                                                      • Digital consumers like fidelity, don’t care about delivery
                                                                                                                                                                                                                        • Figure 85: Interest in using applications rather than a web browser and interest in viewing newspapers or magazines in their traditional format, by consumption trends, July 2011
                                                                                                                                                                                                                    • Target Groups

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Figure 86: Target groups, July 2011
                                                                                                                                                                                                                      • The Dip and Dashers
                                                                                                                                                                                                                        • Key characteristics
                                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                                            • Marketing message
                                                                                                                                                                                                                              • The Disapprovers
                                                                                                                                                                                                                                • Key characteristics
                                                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                                                    • Marketing message
                                                                                                                                                                                                                                      • The Preloaders
                                                                                                                                                                                                                                        • Key characteristics
                                                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                                                            • Marketing message
                                                                                                                                                                                                                                              • The E-Readers
                                                                                                                                                                                                                                                • Key characteristics
                                                                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                                                                    • Marketing message
                                                                                                                                                                                                                                                    • Appendix – Device Ownership

                                                                                                                                                                                                                                                        • Figure 87: Portable device ownership, July 2011
                                                                                                                                                                                                                                                        • Figure 88: Ownership of portable devices, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 89: Consumers who don’t own portable devices but who are considering purchasing one in the next 12 months, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 90: Consumers who don’t own portable devices and who are not considering purchasing one in the next 12 months, by demographics, July 2011
                                                                                                                                                                                                                                                    • Appendix – Media Use on the Go

                                                                                                                                                                                                                                                        • Figure 91: Agreement with attitudes towards accessing content on a portable device, by media use on the go, July 2011
                                                                                                                                                                                                                                                        • Figure 92: Agreement with attitudes towards accessing content on a portable device, by media use on the go, July 2011 (continued)
                                                                                                                                                                                                                                                        • Figure 93: Interest in future desires, by media use on the go, July 2011
                                                                                                                                                                                                                                                        • Figure 94: Interest in future desires, by media use on the go, July 2011 (continued)
                                                                                                                                                                                                                                                        • Figure 95: Those who watched films/TV programmes stored on the device when out of home, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 96: Those who streamed films/TV programmes from the internet when out of home, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 97: Those who watched short video clips online when out of home, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 98: Those who listened to music stored on the device when out of home, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 99: Those who streamed music from the internet when out of home, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 100: Those who listened to radio stations when out of home, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 101: Those who read news updates when out of home, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 102: Those who read longer, magazine-style articles when out of home, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 103: Those who read eBooks when out of home, by demographics, July 2011
                                                                                                                                                                                                                                                    • Appendix – Interacting on the Move

                                                                                                                                                                                                                                                        • Figure 104: Interactions on portable devices whilst on the move, July 2011
                                                                                                                                                                                                                                                        • Figure 105: Agreement with attitudes towards accessing content on a portable device, by interactions on portable devices whilst on the move, July 2011
                                                                                                                                                                                                                                                        • Figure 106: Agreement with attitudes towards accessing content on a portable device, by interactions on portable devices whilst on the move, July 2011 (continued)
                                                                                                                                                                                                                                                        • Figure 107: Content which consumers want on the go, by interactions on portable devices whilst on the move, July 2011
                                                                                                                                                                                                                                                        • Figure 108: Content which consumers want on the go, by interactions on portable devices whilst on the move, July 2011 (continued)
                                                                                                                                                                                                                                                        • Figure 109: Media use on the go, by interactions on portable devices whilst on the move, July 2011
                                                                                                                                                                                                                                                        • Figure 110: Media use on the go, by interactions on portable devices whilst on the move, July 2011 (continued)
                                                                                                                                                                                                                                                        • Figure 111: Those who browsed/surfed the internet on the move, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 112: Those who played games on the move, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 113: Those who used social networks on the move, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 114: Those who used video chat on the move, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 115: Those who looked up share prices/financial information on the move, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 116: Those who looked up weather/local information on the move, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 117: Those who searched for deals for local shops on the move, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 118: Those who scanned barcodes or QR (quick response) codes for extra information/content on the move, by demographics, July 2011
                                                                                                                                                                                                                                                    • Appendix – Attitudes towards Accessing Content on a Portable Device

                                                                                                                                                                                                                                                        • Figure 119: Attitudes towards accessing content on a portable device, July 2011
                                                                                                                                                                                                                                                        • Figure 120: Agreement with the statement ‘Small screen size on smartphones/portable media players puts me off watching video/film/TV’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 121: Agreement with the statement ‘I’d always prefer a physical book to an eBook, if available’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 122: Agreement with the statement ‘I’d always prefer a physical newspaper/magazine to an electronic version, if available’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 123: Agreement with the statement ‘Small screen size on smartphones/portable media players puts me off reading news/articles’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 124: Agreement with the statement ‘Screen glare puts me off reading/watching video on smartphone/tablet screens’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 125: Agreement with the statement ‘I use/would use a portable device to catch up on TV shows I’d otherwise miss’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 126: Agreement with the statement ‘I’m happy to play mobile games that are part of an ad campaign, if they’re entertaining’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 127: Agreement with the statement ‘I’m willing to pay for apps that give me the content I want’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 128: Agreement with the statement ‘I’d always rather use an app than a web browser if possible’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 129: Agreement with the statement ‘I’m willing to pay to access websites that give me the content I want’, by demographics, July 2011
                                                                                                                                                                                                                                                    • Appendix – What Content do Consumers Want on The Go?

                                                                                                                                                                                                                                                        • Figure 130: Consumer interest in content on the go, July 2011
                                                                                                                                                                                                                                                        • Figure 131: Portable device ownership, by consumer interest in content on the go from a portable device, July 2011
                                                                                                                                                                                                                                                        • Figure 132: Portable device ownership, by consumer interest in content on the go from a portable device, July 2011 (continued)
                                                                                                                                                                                                                                                        • Figure 133: Interest in ‘Getting location-based information whilst out of home’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 134: Interest in ‘Keeping up with the news in real time, whilst out of home’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 135: Interest in ‘Comparing prices/finding deals whilst out shopping’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 136: Interest in ‘Interacting on social networks whilst out of home’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 137: Interest in ‘Viewing newspapers/magazines in their traditional format (ie as they look in print)’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 138: Interest in ‘Sharing content directly between devices’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 139: Interest in ‘Streaming music from the internet whilst out of home’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 140: Interest in ‘Buying content for the device, whilst out of home’, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 141: Interest in ‘Streaming film/TV/video from the internet whilst out of home’, by demographics, July 2011
                                                                                                                                                                                                                                                    • Appendix – Print vs Digital

                                                                                                                                                                                                                                                        • Figure 142: Physical readership habits, July 2011
                                                                                                                                                                                                                                                        • Figure 143: Agreement with attitudes towards accessing content on a portable device, by physical readership habits, July 2011
                                                                                                                                                                                                                                                        • Figure 144: Agreement with attitudes towards accessing content on a portable device, by physical readership habits, July 2011 (continued)
                                                                                                                                                                                                                                                        • Figure 145: Content wanted by consumers on the go, by physical readership habits, July 2011
                                                                                                                                                                                                                                                        • Figure 146: Content wanted by consumers on the go, by physical readership habits, July 2011 (continued)
                                                                                                                                                                                                                                                        • Figure 147: Physical readership habits, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 148: Other physical readership habits, by demographics, July 2011
                                                                                                                                                                                                                                                        • Figure 149: Other physical readership habits, by demographics, July 2011
                                                                                                                                                                                                                                                    • Appendix – Target Groups

                                                                                                                                                                                                                                                        • Figure 150: Physical readership habits, by target groups, July 2011
                                                                                                                                                                                                                                                        • Figure 151: Out-of-home activity, by target groups, July 2011
                                                                                                                                                                                                                                                        • Figure 152: Interacting on the move, by target groups, July 2011
                                                                                                                                                                                                                                                        • Figure 153: Target groups, by demographics, July 2011

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • Amazon.co.uk
                                                                                                                                                                                                                                                    • Amazon.com Inc
                                                                                                                                                                                                                                                    • Barnes & Noble, Inc
                                                                                                                                                                                                                                                    • Blinkbox
                                                                                                                                                                                                                                                    • Bloomsbury Publishing plc
                                                                                                                                                                                                                                                    • Daily Mail
                                                                                                                                                                                                                                                    • Economist Group Limited (The)
                                                                                                                                                                                                                                                    • Evening Standard
                                                                                                                                                                                                                                                    • Financial Times Group
                                                                                                                                                                                                                                                    • Guardian Newspapers Limited
                                                                                                                                                                                                                                                    • HarperCollins Publishers Inc.
                                                                                                                                                                                                                                                    • Independent (The)
                                                                                                                                                                                                                                                    • LOVEFiLM International Ltd
                                                                                                                                                                                                                                                    • Metro (The)
                                                                                                                                                                                                                                                    • Netflix, Inc.
                                                                                                                                                                                                                                                    • News International PLC
                                                                                                                                                                                                                                                    • Random House, Inc.
                                                                                                                                                                                                                                                    • Research in Motion Uk Ltd.
                                                                                                                                                                                                                                                    • Sony (UK) Ltd
                                                                                                                                                                                                                                                    • Spotify AB
                                                                                                                                                                                                                                                    • The Sunday Times
                                                                                                                                                                                                                                                    • The Times Newspaper

                                                                                                                                                                                                                                                    Media Content On the Go - UK - September 2011

                                                                                                                                                                                                                                                    £1,995.00 (Excl.Tax)