Ipsos: Americans Reluctantly Utilize New Technology To Access Digital Content
June 5, 2006 at 3:45 PM (PT)
According to a new study by IPSOS, online AMERICAN consumers are generally cautious when it comes to trying new ways to access digital content. The survey of 1,063 online adults from the entire U.S. online adult population (18+) found that, in terms of listening to music, 25% of those surveyed planned on "listening to music on CDs," compared to 19% who plan on "listening to music on AM/FM broadcst radio," 17% who would listen on the Internet, 12% who would listen to an MP3 player, and just 10% who would listen on a satellite service.
Commented IPSOS INSIGHT's Technology & Communications SVP TODD BOARD, "It’s pretty clear to us that most consumers lean toward the path of least resistance -- involving the smallest amount of learning and behavior change. Our findings also suggest that early experiences with content obtained from the Internet and consumed on portable devices has not been all that users had hoped for."
For more on this fascinating study, click here.