Use of Online for Entertainment Products & Information We surveyed a total of 300 consumers that use the web to research entertainment products, services and information •

A custom survey instrument (questionnaire) was developed to measure respondents’ use of the web, and search engines in particular, for researching and purchasing Movies, Music, Games, Television, Media and Tickets

•

The survey was conducted online, through a web-based interviewing process, in April 2005

•

Our sample is evenly distributed across all age groups and genders

•

Respondents were recruited through web advertising across thousands of websites

•

The survey was designed and administered by Media-Screen, an independent strategic market research firm, with sample provided by Insight Express

Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 1

Use of Online for Entertainment Products & Information Executive Summary • Google is the most popular search engine for researching and/or purchasing Entertainment products, services or information online – used by 83% of all respondents •The vast majority (89%) of Google users have used the web to learn more about an Entertainment product, service, or information •Google users are active in all entertainment categories, particularly Movies (77%) and Music (68%) •For movie-related activities, Google users use search engines to help them read reviews (74%), watch trailers (66%) and/or check movie times (61%) •The vast majority (86%) of Google users who use websites to learn about Movies, use a search engine to find those movie sites •79% Google users say search engines are very/somewhat important for researching/purchasing movies and related info

Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 2

Use of Online for Entertainment Products & Information Executive Summary (cont.) •For music-related resources, Google users primarily use search engines to help them listen to music samples (75%), read reviews (63%) and/or purchase CDs online (53%) •84% of Google users who use websites to find music-related information, use a search engine to help them find those music sites •Most Google users (77%) think search engines are very/somewhat important for researching/purchasing music related products •For gaming products and information, Google users use search engines to help them read game reviews (69%), purchase games online (49%) and obtain patches (48%) •85% of Google users who use websites to learn about gaming products, use a search engine to help them find those gaming sites •The vast majority (86%) of Google users say search engines are very/somewhat important for researching/purchasing gaming products Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 3

Use of Online for Entertainment Products & Information The vast majority (89%) of Google users have used the web to learn more about an Entertainment product, service, or information 100% 90%

89%

84%

80% 65%

70%

63% 58%

60% 50% 40% 30%

22%

20% 10%

1%

0% Compared prices Used web to on an learn more about entertainment a new product, service entertainment or information product, service or information that you heard about elsewhere

Purchased an entertainment product, service or information online

Purchased an entertainment product, service or information offline after researching it online

Became aware for the first time of new entertainment products, services or information

Returned to the site where you purchased a product, service or information to engage in an online community (e.g. fan site)

Other, please specify

N=174

Have you ever done any of the following online? Please select all that apply. Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 4

Use of Online for Entertainment Products & Information Google users are active in all categories, particularly Movies (77%) and Music (68%) 90% 80% 70% 60%

77% 68% 58%

53%

52%

51%

50% 40% 30% 20% 5%

10% 0% Movies (i,e., Music (i.e., CD’s Media (i.e. new s, Television (i.e. Games (i.e., DVDs, videos, artist info, MP3 magazines, radio, TV show s, TV video games, looking up player) books) netw orks, consoles, handshow times, subscription helds, online looking up movie services such as games) info) cable/satellite

Tickets (i.e., movie tickets, concert tickets, theatre tickets)

Other, please specify

N=174

You indicated that you have researched and/or purchased entertainment products, services or information online. What kinds of items did you research or purchase? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 5

Use of Online for Entertainment Products & Information Television (81%) and Friends/Family (67%) are the primary ways Google users learn about new movies and/or movie related products 81% 67% 54% 52% 45% 31% 28% 20% 19% 13% 11%

W eb si te ad s s/ Po p st ro er gr s/ am ad s s in In th m ea ov te ie rs re nt al s st or Se es ar ch Ba en nn gi er ne ad s s/ pr O ut og do ra or m /b s i ll bo O ar th d er ad ,p s le as e sp ec ify

1%

R ad io

Te le vi si on

ad s/ pr og ra m s F N r i ew en ds sp Pr /fa ev ap m ie er ily w /m s ag in az th ea in e te ad rs s or ar tic le s

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

N=134

Thinking about offline as well as online resources, how do you usually learn about new movies and/or movie-related products or information? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 6

Use of Online for Entertainment Products & Information A vast majority (78%) of Google users go to websites to find out more about a movie or movie-related product, and 52% use a search engine 78% 56% 52% 48% 46% 34% 14% 13%

9%

4%

4%

2%

W eb si te Fr s ie N nd ew s/ sp fa ap m Se er ily a /m r c ag h en az gi in ne e ad s Te s or le vi ar si tic on le ad s s/ p ro Pr gr ev am ie w s s in th R ad ea io te rs ad s In /p ro m gr ov am ie s re nt Po al st s er st s/ or ad es s in O th ut ea do te or rs /b ill b Ba oa nn rd er ad ad s s/ O p ro th gr er am (p le s as e sp ec ify )

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

N=134

Once you’ve heard about a new movie or movie-related product, what resources do you use to find out more about it? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 7

Use of Online for Entertainment Products & Information The vast majority (86%) of Google users who use websites to learn about Movies, use a search engine to find those movie sites 100% 90%

86%

80% 70% 60% 50% 40% 30% 20%

14%

10% 0% Yes

No

N=111

You indicated that you use websites to learn about new movies or movie-related products. Do you ever use a search engine to help you find movie-related websites? Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 8

Use of Online for Entertainment Products & Information Google users use search engines to help them read reviews (74%), watch trailers (66%) and/or check movie times (61%) 74% 66%

61% 42% 28% 18% 18%

12% 10%

8%

8%

3%

W at ch

R ea d

m ov ie

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80% 70% 60% 50% 40% 30% 20% 10% 0%

N=119

Which of the following movie-related activities do you use a search engine to help you do? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 9

Use of Online for Entertainment Products & Information 79% Google users say search engines are very/somewhat important for researching/purchasing movies and related info 1% 2%

Very important

19%

29%

Somewhat important

Neither important nor unimportant

Somewhat unimportant

Not at all important 50%

N=119 How important is using a search engine in helping you research and/or purchase movies and/or movie-related information? Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 10

Use of Online for Entertainment Products & Information Google users primarily learn about new music-related products through radio programs (61%), friends/family (57%) and/or TV (53%)

57%

53%

38%

37% 25% 14%

ad io

8%

7%

3%

N

ew

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51%

sp W ap eb er si /m te ag s az in e ad s or ... In m us ic st or es Se ar ch In ca en fe gi s, ne cl s ub s, re ta il s to Ba re nn s er ad s/ pr og ra O m ut s do or /b il lb oa O rd th ad er s (p le as e sp ec i fy )

61%

ad s/ pr og ra m s Fr ie nd s/ Te fa le m vi i ly si on ad s/ pr og ra m s

70% 60% 50% 40% 30% 20% 10% 0%

N=118

Thinking about offline as well as online resources, how do you usually learn about new music-related products, services or information? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 11

Use of Online for Entertainment Products & Information A vast majority of Google users (73%) use websites to learn more about a music-related product, and 57% use a search engine 73% 57%

50% 34% 22%

20% 5%

2%

3%

Se ar ch

en gi ne s

Fr ie nd s/ N fa ew m i ly sp I n ap m er us /m ic ag st az or es in e ad s or Te ar le ti c vi le si on s a ds In /p ca ro fe gr s, am cl ub s s, re ta il s Ba to nn re s er ad s/ pr og O ra ut m do s or /b il lb oa O rd th er ad (p s le as e sp ec i fy )

9%

W eb si te s

80% 70% 60% 50% 40% 30% 20% 10% 0%

N=118

Once you’ve heard about a new music-related product, service or information, what resources do you use to find out more about it? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 12

Use of Online for Entertainment Products & Information 84% of Google users who use websites to find music-related information, use a search engine to help them find those music sites 90%

84%

80% 70% 60% 50% 40% 30% 16%

20% 10% 0% Yes

No

N=95

You indicated that you use websites to learn about new music-related products, services or information. Do you ever use a search engine to help you find a music websites? Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 13

Use of Online for Entertainment Products & Information Google users primarily use search engines to help them listen to music samples (75%), read reviews (63%) and/or purchase CDs online (53%) 75%

80% 70% 60% 50% 40% 30% 20% 10% 0%

63% 53% 39%

33% 19%

R

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7%

N=99

Which of the following music-related activities do you use a search engine to help you do? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 14

Use of Online for Entertainment Products & Information Most Google users (77%) think search engines are very/somewhat important for researching/purchasing music related products 1% 3%

Very important

18% 37%

Somewhat important Neither important nor unimportant Somewhat unimportant Not at all important

40%

N=95 How important is using a search engine in helping you research and/or purchase musicrelated products, services or information? Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 15

Use of Online for Entertainment Products & Information Google users mostly use Friends/Family (58%) and/or Websites (57%) to learn about new gaming products or services 58%

57% 54% 40% 36% 34% 14%

9%

5%

7%

Fr ie nd s/ fa Te m le ily vi W si on eb si ad te s/ s pr og ra In m re s ta il N Se st ew or a sp rc es h ap en er gi /m ne ag s R az ad in io e ad ... Ba s/ pr nn og er ra ad m O s/ s ut pr do o gr or am /b O i l th lb s er oa (p rd le ad as s e sp ec ify )

70% 60% 50% 40% 30% 20% 10% 0%

N=91

Thinking about offline as well as online resources, how do you usually learn about new gaming products or services? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 16

Use of Online for Entertainment Products & Information Most Google users (79%) use websites to find out more about a gaming product, and 48% use search engines 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

79% 48%

44% 32%

30% 18%

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N=91

Once you’ve heard about a new gaming product or service, what resources do you use to find out more about it? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 17

Use of Online for Entertainment Products & Information 85% of Google users who use websites to learn about gaming products, use a search engine to help them find those gaming sites 90%

85%

80% 70% 60% 50% 40% 30% 15%

20% 10% 0% Yes

No

N=74

You indicated that you use websites to learn about new gaming products or services. Do you ever use a search engine to help you find a gaming website? Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 18

Use of Online for Entertainment Products & Information Google users use search engines to help them read game reviews (69%), purchase games online (49%) and obtain patches (48%) 80% 70% 60% 50% 40% 30% 20% 10% 0%

69% 49%

45% 35%

35% 27%

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N=75

Which of the following gaming-related activities do you use a search engine to help you do? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 19

Use of Online for Entertainment Products & Information The vast majority (86%) of Google users say search engines are very/somewhat important for researching/purchasing gaming products 1% 13%

0%

Very important 35%

Somewhat important

Neither important nor unimportant

Somewhat unimportant

Not at all important 51%

N=75 Overall, how important is using a search engine in helping you research and/or purchase gaming products or services? Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 20

Use of Online for Entertainment Products & Information Almost all respondents (94%) use TV to learn about new television programs and services 94%

44% 39%

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3%

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6%

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12% 10%

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17%

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25%

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53%

s/ pr og ra m r/m s Fr ie ag nd az s/ in fa e m ad i ly s or ar tic le s

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

N=93

Thinking about offline as well as online resources, how do you usually learn about new television programs and services? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 21

Use of Online for Entertainment Products & Information To find out more about a television program, 67% of Google users use websites, 63% use TV, and 46% use search engines 80% 70% 60% 50% 40% 30% 20% 10% 0%

67%

63% 48%

46% 31%

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12%

N=93

Once you’ve heard about a new television program or service, what resources do you use to find out more about it? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 22

Use of Online for Entertainment Products & Information 89% of Google users who use websites to find television programs and services use a search engine to help them find those sites 100% 90%

89%

80% 70% 60% 50% 40% 30% 20%

11%

10% 0% Yes

No

N=70

You indicated that you use websites to find television programs or services. Do you ever use a search engine to help you find a television website? Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 23

Use of Online for Entertainment Products & Information Most Google users use search engines help them check TV show times (83%) and/or read reviews (74%) 83%

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

74%

30% 20%

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N=69

Which of the following television-related activities do you use a search engine to help you do? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 24

Use of Online for Entertainment Products & Information Most Google users (68%) think search engines are very/somewhat important for researching/purchasing gaming products

10%

0% Very important 29% Somewhat important

22% Neither important nor unimportant Somewhat unimportant Not at all important 39%

N=69 Overall, how important is using a search engine in helping you research and/or purchase television programs or services? Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 25

Use of Online for Entertainment Products & Information Google is the most popular search engine for researching and/or purchasing Entertainment products, services or information online – used by 83% of all respondents ALL RESPONDENTS 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

83%

53% 33% 23% 14%

Google

Yahoo

MSN

Ask Jeeves

AOL

7%

5%

8%

Netscape

Lycos

Other, please specify

N=209

Which of the following search engines do you use when you research and/or purchase Entertainment products, services or information online? Select all that apply Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 26

Use of Online for Entertainment Products & Information Our sample of Google users is almost evenly divided between women and men 56% 54% 54% 52% 50% 48% 46% 46% 44% 42% 40% Female

Male

N=174

Please indicate your gender Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 27

Use of Online for Entertainment Products & Information Our sample of Google users is evenly distributed across all age groups

7%

18-24

8%

6%

25-29 13%

10%

30-34 35-39

8% 10%

40-44 45-49 50-54 55-60

14% 14% 9%

61-64 65+

N=174 Please indicate your age Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 28

Use of Online for Entertainment Products & Information 48% of Google users has completed college or have a higher education degree 40% 35% 30% 25% 20% 15% 10% 5% 0%

N=174

34% 27% 15% 3%

15% 6%

High school High school Completed College Completed Completed or less graduate or some graduate some graduate equivalent college, but (e.g., B.A., graduate school (e.g., GED) no degree A.B., B.S.) school, but (e.g., M.S., no degree M.D., Ph.D.)

What is the highest level of education you have completed or the highest degree you have received? Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 29

Use of Online for Entertainment Products & Information 45% of our sample of Google users earn $50K – $150K annually (HHI) 30%

25%

25% 20% 15% 10% 5%

11% 10% 10% 9%

12%

10% 5%

3%

3%

1%

1%

$1

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ss

th

an 5, 00 $15 $2 0 t o , 00 0 5, 00 $24 $3 0 to ,99 9 5, 00 $34 $5 0 to ,99 9 0, 00 $49 $7 0 to ,99 5, $7 9 0 $1 4 0 00 0 to ,99 ,0 $9 9 0 0 $1 9, to 99 25 $ ,0 12 9 0 4, 0 $1 99 to 50 $ ,0 14 9 0 9, 0 $2 99 to 00 9 $ ,0 00 199 ,9 to $2 $2 99 50 49 ,0 ,9 0 99 0 D or ec lin m or e e to an sw er

0%

N=174

What was your total 2004 household income before taxes? Source: 2005 Entertainment Survey Conducted by Media-Screen. Sample from Insight Express (April 2005) 30