Olswang Convergence Survey 2009
We are delighted to announce the launch of the Olswang Convergence Survey 2009.
This year, the structure and analysis of our consumer survey has been informed by a series of discussions undertaken with senior executives from leading UK organisations. Over 25 executives from the full range of industries impacted by convergence - music, free and pay TV, films, newspaper, book and magazine publishing, advertising and marketing services and network operators – were kind enough to spare the time to discuss with us their own perspectives on market developments.
For our 2009 report, we commissioned YouGov to conduct an online poll of 1013 UK adults and 536 13-17 year olds (the latter referred to as the "Kids" in this year's report).
As with last year's survey, we have relied on YouGov's "tech adoption" segmentation, which considers respondents' attitudes to the adoption of new technology. This year we have adopted a slightly more granular approach to tech adoption, with the result that we have identified four distinct groups: the "Tech Vanguard", the "2nd Wave", the "Mainstream" and the "Laggards".
To download a full zipped copy of the report please click here.
