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    This is the personal blog of Simon Kendrick and covers my interests in media, technology and popular culture. All opinions expressed are my own and may not be representative of past or present employers
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The Penny Drops: Olswang Convergence Survey 2009

The 2009 Convergence Report from Olswang has been released, and makes for interesting reading. Some of the key findings I took out/inferred include:

  • Over the top TV (such as Project Canvas) will only take off through inertia and a shorter upgrade cycle
  • Unless e-readers become cheap fast, they will be superseded by multi-functional tablet computers
  • Windowing (phased international release dates) is more of a threat than an opportunity, due to the difficulties it presents with existing distribution channels
  • iPhone users have much greater willingness to pay – and this is more down to the easy payment mechanism than level of disposable income
  • Micropayments are more viable for TV than newspapers

While the third point is somewhat contentious, the other four points make intuitive sense, and correspond to the research I have carried out in the area.

However, the survey was conducted online using a panel. I absolutely agree that this is the best, most cost-effective approach but it does skew the data – particularly with respect to online/digital behaviour. There is no mention in the report of sampling and weighting.

I can understand why – this stuff can be quite boring – but without it I’m left looking at figures such as

  • 8% of the sample owning iPhones
  • 38% of people streaming music
  • 65% of adults using social network sites

And then wondering what other data and findings in the report are overinflated

Nevertheless, a thought-provoking read and a useful – if flawed – resource to refer to.

sk

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