View
6
Download
0
Category
Preview:
Citation preview
1
© 2002 Arbitron Inc./Edison Media Research
edison media research
The Media and Entertainment World of Online Consumers
© 2002 Arbitron Inc./Edison Media Research
edison media research
How Internet 9 Was Conducted
� National random sample� Spring 2002 Arbitron diarykeepers age 12+
2,511 telephone interviews were conducted in July 2002
2
© 2002 Arbitron Inc./Edison Media Research
edison media research
�Which of these media is MOST essential to your life?�
�Most Essential� Media in Consumers� Lives
11%
20%26%
39%
0%
25%
50%
Newspapers Internet Radio TV
Base: Total Population 12+
Total Population
© 2002 Arbitron Inc./Edison Media Research
edison media research
The Internet Is More EssentialAmong the Highly Educated�Which of these media is MOST essential to your life?�
Base: 4-Year College Degree or Higher Education
13%
30%
21%
32%
0%
25%
50%
Newspapers Internet Radio TV
4-Year College Degree or Higher Education
3
© 2002 Arbitron Inc./Edison Media Research
edison media research
�Which of these media is MOST cool and exciting?�
The Internet Is the �Most Cool and Exciting� Among 12- to 34-Year-Olds
2%
46%
21%
29%
0%
25%
50%
Newspapers Internet Radio TV
Base: 12- to 34-Year-Olds
12- to 34-Year-Olds
© 2002 Arbitron Inc./Edison Media Research
edison media research
�Are you spending less time with each activity due to the time you spend online?�
Americans Are Spending Less Time with Traditional Media Due to Time Online
19%
20%
27%
31%
37%
Listening toMusic CDs
Listening toRadio
ReadingMagazines
ReadingNewspapers
Watching TV
% Saying Spending Less
Time with Activity Due to
Time Online
Base: Currently Access the Internet
4
© 2002 Arbitron Inc./Edison Media Research
edison media research
People Who Are Highly Involved with the Internet Attend More MoviesAverage Number of Times Seen a Movie in a Theater in Past 3 Months
1.852.24 2.37 2.42 2.63
TotalPopulation
Access theInternet
Used theInternet in the
Past Month
Used theInternet in the
Past Week
HaveResidentialBroadband
© 2002 Arbitron Inc./Edison Media Research
edison media research
Internet Access Trends
5
© 2002 Arbitron Inc./Edison Media Research
edison media research
Seven in Ten Americans NowHave Access to the Internet% with Internet Access at Any Location
Base: Total Population 12+
31%
48%
60%
66%
69%
0% 25% 50% 75%
August 1998
July 1999
July 2000
July 2001
July 2002
© 2002 Arbitron Inc./Edison Media Research
edison media research
0:41
0:530:58
July 2000 July 2001 July 2002
Average Time Spent Online Approaches One Hour Per DayTime Spent Online Per Day (Hours:Minutes)
Base: Total Population 12+
6
© 2002 Arbitron Inc./Edison Media Research
edison media research
More Than One in Four Americans Access the Internet at Work% with Internet Access at Work
Base: Total Population 12+
12%
17%
22%
27%
27%
0% 10% 20% 30%
August 1998
July 1999
July 2000
July 2001
July 2002
© 2002 Arbitron Inc./Edison Media Research
edison media research
Nearly Four in Ten Americans Have Made a Purchase Online% Who Have Ever Purchased Online
Base: Total Population 12+
16%
27%
36%
38%
0% 25% 50%
July 1999
July 2000
July 2001
July 2002
7
© 2002 Arbitron Inc./Edison Media Research
edison media research
Broadband
© 2002 Arbitron Inc./Edison Media Research
edison media research
13%
18%21%
28%
0%
10%
20%
30%
January 2001 July 2001 January 2002 July 2002
Base: Have Internet Access at Home
Residential Broadband HasDoubled in the Past 18 Months% Who Have Broadband Internet Access at Home
8
© 2002 Arbitron Inc./Edison Media Research
edison media research
Don't Know4%
Dial-Up Now - Don't Plan to Get Broadband Next Year
55%
Have Broadband
Now28%
Plan to Get Broadband in Next Year
13%
Residential Broadband Access Should Continue Its Rapid RiseBroadband vs. Dial-Up in Homes with Access to the Internet
Base: Have Internet Access at Home
© 2002 Arbitron Inc./Edison Media Research
edison media research
2:352:19
2:00
Watching TV Listening to Radio On the Internet
Time Online Rivals Time with TV and Radio Among People with BroadbandTime Spent with Medium Per Day (Hours:Minutes)
Base: Have Residential Broadband Internet Access
9
© 2002 Arbitron Inc./Edison Media Research
edison media research
27%
45%
33%
44%
60%51%
0%
25%
50%
75%
"Most Essential"Medium
"Most Cool andExciting" Medium
Medium "Using MoreLately"
Dial-Up Broadband
The Internet Is Far More Important and Essential to Those with BroadbandAmong the Internet, Newspapers, Radio and TV, those Saying the Internet Is�
© 2002 Arbitron Inc./Edison Media Research
edison media research
Streaming Usage
10
© 2002 Arbitron Inc./Edison Media Research
edison media research
30%34% 35%
0%
20%
40%
July 2000 July 2001 July 2002
% of Americans Who Have Ever Watched or Listened to Streaming Media
Approximately 83 Million Americans Have Ever Tried Streaming Audio or Video
Base: Total Population 12+
83 Million Americans
© 2002 Arbitron Inc./Edison Media Research
edison media research
Three-Quarters of Monthly Streamies Are 18 to 54
18-3441%
35-5434%
12-1719%
55+6%
Age Composition of Monthly Streamies
11
© 2002 Arbitron Inc./Edison Media Research
edison media research
Monthly Streamies Are More Upscale Than the Total Population
38%32%
57%
45%
$50,000+ Annual Household Income College Graduate or Higher Education
Total Population Monthly Streamies
© 2002 Arbitron Inc./Edison Media Research
edison media research
$596
$815
Currently Access the Internet Monthly Streamies
Base: Have Made a Purchase Over the Internet
Monthly Streamies Spend Far More Money Online Than the Average Web UserAverage Amount Spent Online in the Past 12 Months
12
© 2002 Arbitron Inc./Edison Media Research
edison media research
Those with Residential Broadband Use Streaming Media More Frequently
52%
22%
9%
65%
37%
22%
0%
25%
50%
75%
Ever Last Month Last Week
Dial-Up Households Broadband Households
Base: Currently Access the Internetat Home
% of Those Online Who Have Watched or Listened to Streaming Media�
© 2002 Arbitron Inc./Edison Media Research
edison media research
Newspapers 5%
Internet 28%
Radio 33%
TV 33%
Time Spent Online by Monthly Streamies Nears Time Spent with TV and Radio
Base: Monthly Streamies
Percent of Time Spent Daily with TV, Radio, Newspapers and the Internet Among Monthly Streamies
13
© 2002 Arbitron Inc./Edison Media Research
edison media research
Unique Content Is �Very Important� When Choosing an Internet Audio Site
52%
56%
63%
0% 25% 50% 75%
�How important is this item when selecting a site to listen to Internet audio?�
You can listen to specific types of audioyou are looking for
You can listen to a wide variety of audio
You can listen to audio that you can�t get elsewhere
Base: Audio Streamies
% of Audio Streamies
Providing a Score of 8 or Higher on a
10-Point Scale
© 2002 Arbitron Inc./Edison Media Research
edison media research
People Who Stream Frequently Buy Significantly More CDs Than Most AmericansAverage Number of CDs Purchased in the Past 12 Months
13
15
18
21
Total Population
Streamies
Monthly Streamies
Weekly Streamies
14
© 2002 Arbitron Inc./Edison Media Research
edison media research
1.85
3.19
Total Population Weekly Streamies
Weekly Streamies See More Movies Than the General PopulationAverage Number of Times Seen a Movie in a Theater in Past 3 Months
© 2002 Arbitron Inc./Edison Media Research
edison media research
% Online Who Have Listened to a Radio Station Over the Internet
Listening to Radio Station WebcastsExceeds One in Three Online
20%
30%33% 34% 36%
0%
20%
40%
August 1998 July 1999 July 2000 July 2001 July 2002
Base: Currently Access the Internet
15
© 2002 Arbitron Inc./Edison Media Research
edison media research
Streamies Upset Over Impact of Digital-Rights Fees and Support Congressional Action
Base: Monthly Audio Streamies
64%
62%
Support action by Congress toaddress music licensing fees in
ways that would helpwebcasters continue streaming
music
Would be "Very or Somewhatupset" if you could no longer
listen to Internet audio webcastsdue to new digital-rights fees
© 2002 Arbitron Inc./Edison Media Research
edison media research
No51%
Yes48%
Don't Know1%
Hearing Music Online Spurs CD Sales Among Weekly Audio Streamies�Have you ever purchased a music CD because you heard that artist�s music over the Internet?�
Base: Weekly Audio Streamies
16
© 2002 Arbitron Inc./Edison Media Research
edison media research
27%
6%
12%
Ever Last Month Last Week
% Online Who Have Watched Internet Video�
More Than One in Four OnlineHave Ever Watched Internet Video
Base: Currently Access the Internet
© 2002 Arbitron Inc./Edison Media Research
edison media research
Movie Trailers & Music Videos Are Leading Types of Content Among Video Streamies% of Video Streamies Who Have Ever Watched�
Base: Video Streamies
35%
35%
52%
62%
0% 25% 50% 75%
Movie trailers or previews
Music videos
Newscasts
Weather forecasts
17
© 2002 Arbitron Inc./Edison Media Research
edison media research
Subscription and Advertising
© 2002 Arbitron Inc./Edison Media Research
edison media research
The Decline in Those Clickingon Banner Ads Continues% Online Who Have Clicked on Banner Ads in Last Month
30%
16%
14%
0% 10% 20% 30% 40%
July 2000
July 2001
July 2002
Base: Currently Access the Internet
18
© 2002 Arbitron Inc./Edison Media Research
edison media research
58%
70%
Viewing banner ads is a fairprice to pay for free Web site
content
Listening to audio commercialsis a fair price to pay for free
content from an audio Web site
Online Audio Commercials Are a Better Trade for Free Content Than Banner Ads
Base: Audio Streamies
% of Audio Streamies Who Agree That�
© 2002 Arbitron Inc./Edison Media Research
edison media research
% Willing to Pay a Small Fee to Listen to Content Providedby the Online Station or Channel Listened to Most
14%
22%
January 2002 July 2002
Significant Growth in Number of Audio Streamies Willing to Pay a Fee to Listen
Base: Audio Streamies
19
© 2002 Arbitron Inc./Edison Media Research
edison media research
Pay Per View/Listen
36%
Subscription45%
Neither/Don't Know19%
More Streamies Prefer Monthly Subscription Than Those Who Prefer to Pay Per View/Listen�Suppose you were considering paying for access to Internet audio or video. Which would you prefer: a flat monthly subscription for unlimited access to audio and video content OR pay-for-each use?�
Base: Streamies
© 2002 Arbitron Inc./Edison Media Research
edison media research
Satellite Radio
20
© 2002 Arbitron Inc./Edison Media Research
edison media research
Satellite Radio and Streaming Usage Are Highly Correlated
� Approximately 18 million people are �very interested� in satellite radio
� 63% of those who are �very interested� in satellite radio have tried streaming media
© 2002 Arbitron Inc./Edison Media Research
edison media research
Recommendations for Broadcasters, Webcasters
and Advertisers
21
© 2002 Arbitron Inc./Edison Media Research
edison media research
Recommendations1. People who stream frequently buy
significantly more CDs than average Americans.
Record labels should actively promote and advertise their product on streaming media channels.
© 2002 Arbitron Inc./Edison Media Research
edison media research
Recommendations2. Consumer interest in subscribing
to unique content has grown substantially.
Webcasters should pursue subscription models in addition to advertising models.
22
© 2002 Arbitron Inc./Edison Media Research
edison media research
Recommendations3. Streamies and those who are �very
interested� in satellite radio have common interests.
Satellite radio and streaming media companies should work together to find joint marketing opportunities.
© 2002 Arbitron Inc./Edison Media Research
edison media research
Recommendations4. Those with broadband at home
consume streaming media much more frequently than those with dial-up. Media and streaming companies should continue to develop partnerships to cater to and benefit from the growing residential broadband audience.
23
© 2002 Arbitron Inc./Edison Media Research
edison media research
Recommendations5. Unique content generated growth
in cable TV audiences and subsequent gains in its advertising revenue.More than ever, the streaming media industry needs to focus on developing �must see� and �must hear� content that will spur consumer awareness and passion.
© 2002 Arbitron Inc./Edison Media Research
edison media research
Recommendations6. Streamies are well educated,
affluent, interactive and more likely to shop and buy online. The streaming media advertising community needs to develop methods to reach a significant portion of its valuable audience easily and effectively.
24
© 2002 Arbitron Inc./Edison Media Research
edison media research
Recommendations7. Weekly Streamies watch
significantly more movies than most Americans. Plus, online movie trailers are the most viewed streaming video content among video Streamies.
Movie studios should promote their new films by including webcasting in their media mix.
© 2002 Arbitron Inc./Edison Media Research
edison media research
www.edisonresearch.com
www.arbitron.com
Free Copies of All Arbitron/Edison Media Research Studies
25
© 2002 Arbitron Inc./Edison Media Research
edison media research
Internet 9:The Media and Entertainment World of Online Consumers
Recommended