Entertainment Preferences & Motivations

8/10/2019 Entertainment Preferences & Motivations

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EntertainmentWhat do people desire and detest?


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Who was interviewed (why)

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Sally: senior woman still

socially active with husband

and kids in Chicago area

John: Sallys son, mid

30s, IT professional,

married 1 childLucy: Chinese, female,

millennial, digital artistSally and John were chosen to study how families may

pass entertainment preferences down to the next

generation.Lucy was chosen to

get international

responses into the

study early enough to

influence follow up

research.


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Sally

Appreciates sophistication

Nostalgia of college

Involving the 5 senses

Challenging (mental & physical)

Newspaper Spouse

Friends

Learn new cultures

Memories for scrap books

Good discussions with

social circle

Spousal alignment

Time poverty

Physical aging

Memory fading

Visual sophistication Caring preparation

Difficulty seeing, and

need bright lighting

Senior, retiredAge 70, Chicago

Husband, 3 kids

Johns mother

Sallys empathy map


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Sallys card sort

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Used to watch soaps

cause had the kids at

home and they were

on everyday.

Nostalgia for college

drives her to watch

football, something she

said shed otherwise only

do under duress.

Nature involves her

5 senses.

done cruising, seen it all.


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Sallys walkthrough

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Her kitchen table is

her smartphone. TV

listings help her plan.

Theyre taking multiple

medications, and her

husband gets

disoriented if out of hisreference point

(home). Traveling is

now harder, and home

based entertainment a

plus.

The nostalgia of growing

up with a piano keeps a

piano in the house that

she rarely plays. Itcomforts me knowing it is

there.


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John

Relaxation

Convenience

Nostalgia of childhood

His daughter Tech blogs

His intuition and

preconceptions

Relaxation

Time with family

Money

Time poverty

Lots of life changeslately, which have

influenced his

entertainment choices

Gen X manAge 37, Chicago

Wife, 1 child

Sallys son

Johns empathy map


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Johns card sort

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The common thing

across my top 5 is

relaxation

Id go to the movies all

the time if I could afford

it, I like the immersion

i-phone games

because it is

convenient when I havetime

I like cards cause we

used to play with my

parents as kids

TV is probably first

cause we can do it as a

family, and I remembergathering as a family to

do it growing up


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Lucy

Social experiences

Surrogate siblings

Live drama and plays karaoke

friends Subtitled content

grandmother

Learn new cultures

Sharing her culture

Social bonding

No siblings

Time poverty

Language concerns

Digital Her smartphone

Artistically customized

Millennial womanAge 21

Chinese student

In US for masters

Lucys empathy map


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Lucys card sort

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Here, let me send you a screen

shot of my apps to show you

what I do

It is a personal ethnographic

snapshot

You need a K-TV card.

It is a top thing to do.

Chinese like to do group

activities, probably

because we dont have

siblings.


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Themes

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Constraints

Goals Tools

Motivations

Nostalgia Phases


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Entertainment & life phases

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Themes International

Millennials

Gen X Boomers Seniors

Constraints $ (low income)Time

$ (expenses)Kids

PhysicalDone it

Spousal alignment

CognitiveHome-bound

Motivation Friends

Want siblings

Free time

Kids asking

Friends doing it

Learn culture

Fight boredom

Pass time

Goals Learn culture

Socializing

Exploring

Bonding

Family time

relaxation

Sophistication

Immerse 5 senses

health

Tools Smart phones

Friend available

Kids

Nostalgia

Newspaper

Social circles

Spouse

Nostalgia

Caretakers


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Constraints Framework

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Time

MoneyAbility(youth)

(tech)

Millennial

Gen X

Boomer

Reading

Theatre

Fine Dining

CasinoPartying

Basement poker

Free apps

Fantasy Football

Watch sports

Bingo

Play sportsTV

Golf

Gardening

Hiking

Water parks

Soap Operas

Cards

Movies


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Phases of Entertainment

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Insights

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1. Money, time, and ability seem to be the most immutable or unalterable

constraints around choosing forms of entertainment.

2. There are unalterable and alterable factors. The unalterable may correlate tolife stages and seem to be accepted and not dwelt upon; while the alterable

factors are the main drivers of choice within that life stage.

3. As life stages change, unalterable constraints change and influence the

entertainment options you have to choose from.

4. Nostalgia and family influence is a powerful motivation towards entertainment

behaviors and choices.5. Cultural anomalies (Chinas 1 child policy) can motivate entertainment

anomalies to thrive, and must be considered when entering that market.


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Implications

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Why it matters:

Younger demographics may have unalterable constraints keeping them from

gambling in casinos, and no amount of product alteration or advertising willchange that. Older demographics may become unable to gamble in casinos, but

find online slots offer them what they found in the casino without having to leave

their comfort zone.

Follow up Study:Create a secondary research study to determine: How are the constraints and

motivations of entertainment choices correlated to life phases?

How might we best create a gambling offering that anticipates these factors and

progresses with them through lifes phases?

How might our product offering need to alter to suit differing cultural norms?


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Secondary Research

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Entertainment Trends

NPD - EntertainmentTrends2012

Entertainment-trends-2011

Top-ten-entertainment-trends-for-the-21st-century

Social Class Determinants of Leisure Activity

Ian Bogost Cow Clicker

Life Phases

Economies of Scale in the Household: Puzzles and Patterns from the American Past

Eriksons Psycho-Social Stages of Life The Impact of Life Stages on Media Choices ETC

Time Budgets and Consumer Leisure-Time Behavior
https://www.npd.com/lps/EntertainmentTrends2012/http://mashable.com/2011/12/14/entertainment-trends-2011/http://globalfuturist.com/about-igf/top-10-trends/top-ten-entertainment-trends-for-the-21st-century.htmlhttp://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9547http://www.bogost.com/games/cow_clicker.shtmlhttp://www.nber.org/papers/w13869http://psychology.about.com/library/bl_psychosocial_summary.htmhttp://www.etcenter.org/research/life-stage-study/http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9357http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9357http://www.etcenter.org/research/life-stage-study/http://psychology.about.com/library/bl_psychosocial_summary.htmhttp://www.nber.org/papers/w13869http://www.bogost.com/games/cow_clicker.shtmlhttp://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9547http://globalfuturist.com/about-igf/top-10-trends/top-ten-entertainment-trends-for-the-21st-century.htmlhttp://mashable.com/2011/12/14/entertainment-trends-2011/https://www.npd.com/lps/EntertainmentTrends2012/


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Design Goals

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Problem Definition: To understand what drives entertainment choices and how that

might affect their perception of slot gaming.

Define how a gaming company should expand its product offering. old statement

Should it be new games for the existing demographic, or has that format been

saturated, with little hope of engaging non players with the same form of

entertainment? Do we need to reinvent our product format for a new demographic

to grow, or is our product misperceived? Will new legislation involving distributionchannels attract new players, or only appeal to existing players?


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Research Goals

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Research Goals:a. To initiate discussion around the broad topic of entertainment to reduce biased responses that may have

occurred if the early discussion focused on gambling more specifically. An early card sort will be used to

determine preferences (positive or negative) for gambling and then balance the discussion around it.

b. Understand how gambling is perceived by a broader audience including gamblers and non-gamblers.

c. Review the 5 Es (enticement, enter, engage, exit, extend) of chosen forms of entertainment across different

age groups, and within families or social circles.

d. Understand the users life progression and how it has affected their chosen forms of entertainmenti. Howd they get attracted to it, what keeps it being valued, will they continue, is there a player journey?

ii. How have their entertainment choices changed as theyve progressed though different life stages.

(Gambling is not a legal option during early stages, so how is it typically introduced?)

e. What is their frequency of engagement, how did it come about being set that way? What are the

constraints or factors determining it?

f. Understand how the distribution channel of entertainment relates to the persons general entertainmentand social preferences. Are all their choices similar, ie. They like public venues and group participation as

compared to solitary and more private venues, channels, or interactions.


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Methods (why)

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Methods used:

Card sort reduced bias potential of directly targeting questions on gambling

Home walkthrough to reaffirm the card sort responses and pull more details Impromptu interview to quickly get high level reactions to gambling

entertainment


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Card set 1


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Card set 2


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Card set 3


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Last card of 13


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Themes

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Themes, description, evidence, implication:

What themes came out of research Tools influence entertainment choices, and tool choices change with age and

its constraints

Constraints influence entertainment choices, and they predictably change

with life phase changes

How did they prompt this framework

What evidence backs up these assertions? Pics, statements, etc.

D b i f


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Debrief

Outline

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Entertainment Preferences & Motivations

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