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Who's Downloading Video and Music Content? BIGresearch's Latest Simultaneous Media Survey Provides Answers

Posted on: Tuesday, 26 September 2006, 12:00 CDT

Downloading T.V. videos and music content from the Internet is no longer just a youth-driven phenomenon according to BIGresearch's latest Simultaneous Media Survey (SIMMVIII). In the survey of over 15,000 consumers, the average age of entertainment downloaders is 38 years old. When the Downloaders are grouped using BIGresearch's media consumption clusters, Opportunity Minded consumers topped the bracket with an average age of 45, followed by Independents at 43 years of age.

"These findings clearly contradict the prevailing image we typically hold of teens and young adults spending their study or leisure time on the Internet," said Joe Pilotta, VP of Research for BIGresearch. "That's simply not the case anymore. For advertisers and marketers seeking to flip more content into online venues, this could be a key factor in targeting older downloaders."

One way of profiling these Downloaders of entertainment content is through BIGresearch's media consumption clusters. The clusters were developed in conjunction with Martin Block and Don Schultz of the Medill School at Northwestern. The clusters are behavior-based and are derived by analyzing media influence, purchase decisions, experiential time and simultaneous usage. The clusters allow for true media consumption segmentation, which is required for increased ROI.

BIGresearch's Simultaneous Media Survey revealed the following profile of the average Downloader from across the media consumption clusters:

 Do you download video/television content regularly or occasionally? Media Consumption Cluster   % Who Say They Do   Avg. Age Independents                        28%            43 New Mediacs                         26%            32 Persuadables                        14%            38 Opportunity Minded                  11%            45 Simultaneous Readers                 8%            40 Active Explorers                     6%            36 Old School                           5%            41 Ravenous                             2%            39 

Neither age nor the Internet appears to present a barrier when it comes to consuming entertainment. "Personal choice and the ability to control our leisure space are dominant factors in the download society," said Pilotta. "For Downloaders, tomorrow's entertainment, music, news, sports, fashion and more from around the world, are available online today, before it even hits traditional media outlets. It's all about immediate gratification."

"Utilizing the SIMM data to classify consumers by their media behaviors provides a unique insight into holistic media consumption, which can be used to create media plans that increase ROI on the front end of the planning process," said Pilotta.

 Profile Of Who's Downloading Entertainment: Website visited most often for entertainment      Yahoo.com Website visited most often for music/videos       itunes.com Regularly/Occasionally purchase products online   91% Average Age                                       38 Average Annual Household Income                   $58,629 Hispanic                                          13% African American                                  10% 

"While this profile may vary by specific cluster, the big picture is that the activity of downloading means you cannot look at media planning and ROI models in a linear fashion," said Pilotta. "Downloading is time shifting on steroids," said Pilotta. "Our clusters provide the kind of information that will help marketers understand the Download society in all its many forms and facets."

Additional information on SIMM and other BIGresearch samples may be accessed by going to: http://www.bigresearch.com and clicking on Complimentary Top Line Findings.

To comment on this release visit the BIGresearch blog: http://whencustomerstalk.blogspot.com

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 15,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media. The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of more than 7,000 consumers each month.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.

 Contact: Phil Rist BIGresearch 450 West Wilson Bridge Road Suite 370 Worthington, Ohio 43085 (614) 846-0146 Contact via http://www.marketwire.com/mw/emailprcntct?id=3B3862B26761E4B1  

SOURCE: BIGresearch

Source: MARKET WIRE

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