Media companies have work to do in gaining the trust of their customers, according to Deloitte’s eighth annual Media Consumer Survey.
More than three-quarters (78%) of the 2,000 Australians surveyed believe companies aren’t taking adequate steps to protect their personal data.
This is an improvement from 85% last year but this high figure reflects sustained levels of distrust, says Deloitte Lead Media Partner, Adam Power.
When asked which top three companies respondents trust most with their data, pay TV (25%), streaming services (20%) and studios/networks (15%) were well behind financial institutions (70%) and telcos (61%).
The survey found a desire for ownership and control of personal data, with 62% believing they should have the right to ask a company to delete their data, and 65% indicating interest in editing what’s collected.
However, of the 62% believing they should be able to request their data be deleted, only 31% would do so if it meant losing features like personalised recommendations.
“When we look at advertising, it is pretty clear that when paying for an SVOD service, most consumers don’t want ads," says Power.
Almost one in ten (89%) of subscribers value that their SVOD service comes without ads.
However, more than half of Millennials said they would be willing to view ads if it reduced the cost of subscription by at least 25%.
“At the end of the day, good content will likely win audiences," sasy Power. "If services nail the content offering, they will come out on top.”
Print
This year sees a slight drop in the number of respondents owning newspaper and magazine subscriptions, now at 15% and 8% respectively, compared to 17% and 11% last year.
“Although we’ve seen a marginal drop in newspaper and magazine subscriptions, we’ve actually found that most respondents still prefer physical print versions (59%) over digital versions (24%), proving that print is a valuable component of the media landscape,” says Power.
“Another interesting trend is the loyalty subscribers are showing, with 57% of newspaper and 55% of magazine subscribers holding their subscription for more than three years.”
Podcasts
Podcasts have steadily grown in popularity over the years, with 44% of respondents identifying as podcast listeners, and trailing and leading Millennials ranking the highest users (59% and 57% respectively).
“Word of mouth is still the search engine of choice when looking for new podcasts with respondents listing friends, family and social media as the top three ways to find new content,” says Power.
The most popular genre of podcast is news and current affairs (36%), followed by comedy (28%), and true crime (25%).
Across all age groups, the strongest driver for listening to podcasts is to learn something new.
“Most respondents listen to podcasts at home (66%) as opposed to on the move, with 28% listening in the car and only 15% listening on public transport.
“hile there is a growing demand for podcasts, only 16% of total listeners have paid to listen to a podcast, and that payment is most commonly for an individual episode on websites rather than dedicated services.
However, subscription music services such as Spotify have emerged as a key platform for podcasts, with almost a third of all listeners accessing them through such services.
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