NEW YORK, March 6, 2018 /PRNewswire/ -- While
entertainment is typically viewed as filling a "leisure-time" role
in people's lives, a new global research study reveals that many
consider it significantly more fundamental to their identities and
welfare than is commonly believed.
The study, commissioned by MGM Resorts International and called
the "Truth About Entertainment," found that more than 90% of
respondents in the U.S. and China,
and more than 80% in Japan, see
entertainment as a fundamental contributor to their health and
happiness. Additionally, an equal percentage in each of the three
countries reported they could not imagine their lives without their
favorite books, music, films, bands and sports.
See the Truth About Entertainment White Paper and Infographic
at http://bit.ly/TruthAboutEntertainment
The survey also found surprising attitudes about the role of
live entertainment relative to the explosive growth of
digital-based and streaming entertainment options. MGM Resorts, one
of the leading global entertainment companies providing world-class
live and theatrical programming, commissioned the study to better
understand current entertainment consumption trends.
"One of the things we discovered, which frankly surprised us, is
that the growth of digital content is not replacing people's desire
for live entertainment, and is unexpectedly spurring more of a
desire for a balanced diet of live and online entertainment
experiences," said Lilian Tomovich,
Chief Experience & Marketing Officer for MGM Resorts
International.
Key findings in the "Truth About Entertainment" study:
- 76% say that entertainment has influenced the person they are
today, while 62% say entertainment has influenced their choice of
partner.
- Two-thirds of American respondents (and a little more than half
in both China and Japan) said they would be willing to get rid
of all online entertainment – whether Netflix, Spotify, YouTube or
others – to preserve the opportunity to experience live
entertainment.
- About 80% in China and 60% in
the U.S. said the more time they spent with a screen, the more they
craved live entertainment. Even among technology-savvy millennials,
there was such a thing as digital overload. Among this younger
demographic, over 80% of respondents in China, 75% in the U.S. and 57% in Japan said the more time they spent getting
entertainment through a screen, the more they craved live
experiences.
However, despite their interest in experiencing live
entertainment, people in all three countries reported they did not
attend as much as they desired, for a variety of reasons. More than
half of people in China and about
40% each in Japan and the U.S.
said they could not remember the last time they had gone to a live
show.
Moreover, while the vast majority of people said they saw
entertainment as essential (more than 80% in both the U.S. and
China and about 70% in
Japan said that "without
entertainment in my life, I wouldn't be me"), they were not able to
make time for it. Half of U.S. respondents pointed to a lack of
time and too many responsibilities, and the numbers were even
higher in Asia (59% in
Japan; 55% in China). Free time was instead viewed as
an opportunity to catch up on errands (62% US; 71% China; 73% Japan) and a sizable minority said they felt
guilty when they had too much fun (36% China; 28% Japan; 23% U.S.).
Tomovich said, "MGM Resorts has long been committed to creating
moments guests can't find elsewhere. This research reinforces our
belief that entertainment is critical to the human experience and
provides the backbone of our new corporate marketing campaign,
'Welcome to the Show.' With our 78,000 employees around the world,
we are committed to wowing guests at every turn."
MGM Resorts' advertising and marketing agency McCann Worldgroup
conducted the study via its global intelligence unit, McCann Truth
Central. The survey was based on 6,000 respondents, about a third
each in China, Japan and the U.S. (where the sampling was
supplemented by mobile ethnographies in Los Angeles, Atlanta, New York and Houston).
About MGM Resorts International
MGM
Resorts International (NYSE: MGM) is an S&P 500®
global entertainment company with national and international
locations featuring best-in-class hotels and casinos,
state-of-the-art meetings and conference spaces, incredible live
and theatrical entertainment experiences, and an extensive array of
restaurant, nightlife and retail offerings. MGM
Resorts creates immersive, iconic experiences through its
suite of Las Vegas-inspired brands. The MGM
Resorts portfolio encompasses 28 unique hotel offerings
including some of the most recognizable resort brands in the
industry. Expanding throughout the U.S. and around the world, the
company opened MGM Cotai in Macau in February 2018.
It is also developing MGM Springfield in Massachusetts and
debuting the first international Bellagio branded hotel
in Shanghai. The 78,000 global employees of MGM
Resorts are proud of their company for being recognized as one
of FORTUNE® Magazine's World's Most Admired Companies®. For more
information visit us at www.mgmresorts.com.
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SOURCE MGM Resorts International