Arbitron/Edison Study: Heavy On-Demand Media Consumers Nearly Doubled in The Past Year
April 26, 2006 at 5:33 PM (PT)
An estimated 51 million Americans show a heavy preference to control their media and entertainment; up from approximately 27 million one year ago, according to a new study released by ARBITRON and EDISON MEDIA RESEARCH entitled, "INTERNET AND MULTIMEDIA 2006: ON-DEMAND MEDIA EXPLODES."
The increase in heavy On-Demand media users has increased from 11% last year to 21% in JANUARY 2006. Key findings from the telephone survey of 1,925 people from JANUARY 13-FEBRUARY 12, 2006 include:
Portable MP3 player ownership went up from 14% in 2005 to 22% in 2006; among 12-17-year-olds, ownership increased from 27% to 42%.
58% of those who have Internet access at home use either a cable or DSL modem for a high-speed Internet connection, compared to 38% who use a dial-up service.
19% of Americans have viewed Internet video in the last month; 12% have done so in the last week.
Given a choice between never using the Internet or never watching TV, four in 10 would choose to keep the Internet and eliminate television.
ARBITRON SVP/Marketing BILL ROSE said, "These findings confirm that On-Demand media usage is not a fad or restricted exclusively to a tech-savvy consumer niche. As On-Demand media becomes increasingly mainstream, it will compliment traditional forms of media distribution and offer new life and extended value for programming."
"Traditionally, content has been defined by its medium as either TV or radio," said EDISON MEDIA RESEARCH EXVP JOE LENSKI. "Today when consumers think of TV and radio programming, they increasingly expect it to be available from a variety of On-Demand digital platforms that transcend the tube in the living room and the standard radio dial."