Americans changing the way they access media: Study

MUMBAI: Consumer media habits in the US are changing.

Increasingly people are watching video-on-demand services through their cable or satellite provider (10 per cent in December 2004), access news online (11 per cent in December 2004) and listen to Internet radio (37 million in December 2004).


These figures are contained in a new study by Arbitron and Edison Media Research. The study titled Internet and Multimedia 2005: The On-Demand Media Consumer, finds that an estimated 27 million Americans own one or more on-demand media devices -- such as a TiVo/DVR, iPod or other portable MP3 player -- and also exhibit multiple behaviors that show a heavy tendency toward an on-demand media lifestyle.

The study focusses on devices and services that allow Americans to exercise more control over the media they consume. The findings are based on a January 2005 survey consisting of 1,855 telephone interviews with a randomly selected national sample of Arbitron's Fall 2004 radio diarykeepers.

* 27 per cent of 12- to 17- year olds own an iPod or other portable MP3 player.

* An estimated 43 million Americans choose to record TV programming to watch at a different time (using technology such as a VCR or TiVo/DVR).

* 76 per cent of consumers own at least one DVD. 39 per cent own 20 or more DVDs in their personal collection.



* Awareness of XM satellite radio has tripled since 2002, from 17 per cent to 50 per cent, while awareness of Sirius satellite radio has increased even more significantly, from eight per cent to 54 per cent. The study shows that consumers, while still using traditional media, have great enthusiasm and passion for on-demand media. Traditional and Internet broadcasters need to adjust their approaches to accommodate this increasingly important consumer segment.

The study also found that broadband connections are just as common as dial-up connections in American households. 48 per cent of people with home Internet access have broadband and 48 per cent have dial-up service. The monthly Internet video audience is estimated to be approximately 35 million people. The weekly online video audience is nearly 20 million.

Since 1998, Arbitron and Edison Media Research have conducted 13 studies to find out about how consumers are using the Internet, streaming media and other new devices or services. Edison Media Research conducts survey research and provides strategic information to radio stations, television stations, newspapers, cable networks, record labels, Internet companies and other media organisations.

Arbitron is an international media and marketing research firm. It serves radio broadcasters, cable companies, advertisers, ad agencies and outdoor advertising companies in the US, Mexico and Europe. Arbitron's core businesses are measuring network and local market radio audiences across the US; surveying the retail, media and product patterns of local market consumers; and providing application software used for analysing media audience and marketing information data.


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