On-Demand Media Consumption on the Rise
Arbitron/Edison Media Research released a study yesterday highlighting the spike in On-Demand media consumers in the past year. The study found that the percentage of Americans, ages 12 and older, who are heavy On-Demand media users increased from 11 percent in January 2005 to 21 percent in January 2006. The study explored a variety of behaviors that went along with ownership of a digital device that lead to a large preference for consuming media On-Demand. These On-Demand behaviors include watching Video On Demand (VOD) or listening to online radio, and/or own one or more On-Demand media devices such as a portable digital audio and video player (e.g. iPod) or a digital video recorder (e.g. TiVo).
“These findings confirm that On-Demand media usage is not a fad or restricted exclusively to a tech-savvy consumer niche,” said Bill Rose, senior vice president of marketing, Arbitron Inc, in a press statement. “As On-Demand media becomes increasingly mainstream, it will compliment traditional forms of media distribution and offer new life and extended value for programming.”
One of the key findings in the study is that when given a choice between never using the Internet and never watching TV, four in 10 people would choose to keep the Internet and eliminate television. Portable MP3 player ownership (iPod and other branded players) has also increased rapidly from 14 percent in 2005 to 22 percent in 2006, and among 12- to 17-year-olds, ownership increased from 27 percent to 42 percent. Finally, eighteen percent of Americans own or use a digital video recorder (DVR). The findings for the study were based on a telephone survey of 1,925 Americans conducted from January 13 — February 12, 2006.
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