Dolby Laboratories, which deals in immersive entertainment experiences, released the findings from a new global study, illustrating a significant shift in consumer entertainment behaviour in India. The new homebound work and leisure economy has led to a sky-rocketing demand for new and quality content and for better devices.
As per a new Global Consumer Study by Wakefield Research conducted in four countries for Dolby, Indian consumers are now prioritising and seeking better experiences possibly driven by long hours spent at home. Indian consumers are spending more on quality in order to better connect with content and to connect with each other.
“Despite all of the challenges of this past year, this study has illustrated the power of entertainment in bringing us together with those that are most important to us,” said Pankaj Kedia, Managing Director, Emerging Markets, Dolby Laboratories. “We take great pride in creating more immersive experiences through our technologies and see the significant growth of Dolby Vision and Dolby Atmos as proof that consumers are seeking these experiences as well.”
Nathan Richter, Senior Partner at Wakefield Research, said, “We are all confined and what better way to use this time than to bond with friends and family, both in-person and virtually. People love entertainment and there is an exponential rise in demand for quality content that can be enjoyed in the comfort of one’s home. People recognise that high quality sound and visual experiences have a huge impact and make viewing more exciting. More than that, it enhances the entertainment experience and helps people to better connect during these challenging times.”
The Wakefield study on ‘Quality Time is Quality Picture and Sound’ highlights shifting consumer patterns for content consumption. It throws light on their preferences and the willingness to invest in premium quality content and in devices and to be able to have an enhanced audio and visual experience that is helping increase family bonding time.
The India leg of the study conducted across six cities, including New Delhi, Mumbai, Chennai, Kolkata, Hyderabad and Ahmedabad, was aimed at understanding the changing content consumption habits during the pandemic. The study cuts across generational breaks and includes the voice of Gen Z, Millennials, Gen X & Boomers.
Here are some of the interesting study findings:
At Dolby, we are committed to bringing premium, immersive experiences to as many people as possible. Just in the last year, the adoption of Dolby Vision and Dolby Atmos in the home has been widespread. There are hundreds of millions of Dolby Vision and Dolby Atmos enabled devices in market from the world’s leading device manufacturers.
As this study shows, the drive for better experiences doesn’t stop at devices. Content adoption is also growing rapidly, completing the ecosystem that we have been building through global partnerships with leading streaming services that continue to release their top shows and films in Dolby technology every month.
“Ultimately, we expect the desire for more human connection to continue in the future and immersive experiences can help fulfil this demand,” added Pankaj Kedia, Managing Director, Emerging Markets, Dolby Laboratories. “Just as entertainment drives cultural conversation, that same conversation drives connection across the globe, and we are seeing connections grow stronger every day through elevated entertainment experiences.”
Wakefield Research conducted a quantitative research study between October 1 and October 16, 2020, among Nationally Representative Adults ages 18+ in China (2,000), France (1,000), India (1,000), and the U.S. (1,000). Quotas have been set in each market to ensure reliable and accurate representation of adults ages 18+.
Based in San Francisco Dolby Laboratories with offices in over 20 countries, it transforms the science of sight and sound into spectacular experiences. Through innovative research and engineering, it creates breakthrough experiences worldwide through a collaborative ecosystem spanning artists, businesses, and consumers. The experiences people have — with Dolby Cinema, Dolby Vision, Dolby Atmos and Dolby Voice – revolutionise entertainment and communications at the cinema, on the go, in the home, and at work.