Consumer Research: Digital Entertainment and Media
Colin Macleod WARC
Earlier this year, IBM's Institute for Business Value carried out a programme of online research in five countries, covering a range of topics from media exposure and device ownership to advertising and content issues. The study forms part of their upcoming report “The end of advertising as we know it”.
The countries surveyed (with sample sizes) were: USA (888), UK (559), Japan (378), Germany (338) and Australia (263). The samples all had a female bias, and were skewed towards younger adults – so the results should not be taken as...