On-demand media consumer

Een interessant onderzoek. Dat is het zeker. Ik heb het over het Internet and multimedia 2005: The On-Demand Media Consumer (pdf) onderzoek van Arbitron. Veel informatie, veel grafieken en zeker de moeite van het lezen waard, ook al gaat het dan over de Amerikaanse markt. De sheets vind je hier. (pdf)

Significant Highlights:

• Eight in 10 Americans have access to the Internet from any location.
• The number of people with a broadband Internet connection at home equals the number of people with a dial-up connection at home.
• Twenty-nine percent of those who record TV to watch at a different time say the ability to skip through TV ads is the primary reason they record TV programming.
• Twenty-seven percent of 12- to 17-year-olds own an iPod or other portable MP3 player.
• Twenty-two percent of Howard Stern’s listeners say they are “very” or “somewhat” likely to follow him to satellite radio.
• The monthly Internet radio audience represents an estimated 37 million Americans, and the estimated weekly audience is nearly 20 million Americans.
• Fourteen percent of Americans have watched Internet video in the last month, and 8% have watched in the last week.
• Eighty-one percent of owners say they “like” or “love” using their TiVo/DVR, while 78% of owners say they “like” or “love” using their iPod.
• Those who use on-demand media audio devices/services spend slightly less time listening to traditional radio compared to the average.

Ik heb hieronder de voornaamste zaken op een rijtje gezet als summary of findings en recommendations.

Summary of Findings:

1. Americans are changing the way they access video programming.
Video programming is no longer the exclusive domain of broadcast television, and network schedules no longer completely dictate what content is watched and when. Significant numbers of consumers are:
• Watching movies on-demand through their cable box or rent them online.
• Watching movies and TV programs on DVD as an alternative to syndication.
• Accessing news and sports clips online.
• Recording and time-shifting regular TV programming.
2. Americans are changing the way they access music. Music choices have expanded past the terrestrial radio dial to include:
• Internet radio with thousands of stations to choose from.
• Satellite radio with a clear national signal featuring major personalities and attractions.
• Portable MP3 players that can hold entire music libraries and customized playlists.
3. The Internet is now mainstream. Four in five Americans have Internet access, with nearly half of online households having broadband access, and as a result:
• Consumers are researching and buying items online.
• News, music and video are being accessed online.
• Consumers are spending a significant amount of time online, even while they are doing other activities, such as watching TV.
4. On-demand media behaviors change and limit exposure to commercial messages. Many ondemand devices and activities affect the ads normally associated with these media, such as:
• DVRs allow users to skip through the commercial breaks in TV programs.
• Video on Demand and DVDs allow consumers to watch movies and series without commercial interruption.
• Portable MP3 players and satellite radio allow consumers to listen to a wide variety of music without commercial interruption.
5. Consumers show high enthusiasm and passion for on-demand media devices such as TiVo/DVR, iPod, broadband Internet access, high-definition TV and satellite radio.
• More Americans are adopting the new technologies of the on-demand media lifestyle.
• Consumers are enjoying the on-demand media experience and finding it to have a fundamental impact on the way they consume audio, video and other media content.
6. The young and affluent are leading the shift to on-demand media habits.
• Teens, young adults and persons with an annual household income of $100,000 or more seem to gravitate toward on-demand media behaviors and attitudes.
• Older and lower-income Americans seem to be less interested in or less likely to afford these new innovative devices.

1. Advertisers need to plan for the shifts in on-demand media habits.
Young adults and affluent Americans are most engaged by on-demand media devices and behaviors. As teens and young adults mature and on-demand media devices become more prevalent, consumers’ desire to control their media use is likely to spread. Marketers need to work now on strategies that will cut through in an increasingly on-demand media world.
2. Traditional media outlets need to incorporate the on-demand media lifestyle into their programming decisions.
Consumers want media to fit their schedule, and they are adopting new devices and media to meet that need. Traditional media should consider playing first-run programs more than once, provide consumers with content online in addition to over-the-air, and partner with on-demand media services.
3. Internet media need to continue to make listening and viewing experiences more compelling.
Internet media incorporate several elements that appeal to the on-demand media consumer, including programming not easily found on traditional media, fewer commercials and a wide variety of content. However, consumer passion for the programming itself is not as strong as the passion for newer on-demand media devices such as TiVo/DVR and iPod or traditional media options such as radio or cable. Therefore, Internet broadcasters need to continue to focus on providing unique programming that generates greater consumer passion for their medium.
4. On-demand media habits are developing, but it is important to keep these trends in perspective.
There has been a wave of publicity surrounding new audio sources such as satellite and iPods, which may lead some to believe that traditional over-the-air radio is losing a significant portion of its audience to these new choices. Currently, 20% of Americans subscribe to satellite radio, own an iPod/MP3 device or listened to Internet radio in the past week, compared with the 95% of Americans who listened to radio during the week. Plus, this study reveals that on-demand audio consumers listened to only slightly less radio per day (15 minutes) than average.
5. Advertisers for on-demand media devices should run Internet audio and video advertising to get the attention of potential buyers.
People who use on-demand media devices and services are heavy Internet users, making Internet media ideal to promote their products.
6. Internet advertising needs to expand beyond banners, search and pop-ups.
Internet users are becoming more sophisticated and are learning to block much of the current advertisements and spyware. Internet broadcast advertising with Internet radio and visual ads attached to video
content cannot be skipped or avoided, and may prove to be a vital part of the Internet experience.