Arbitron/Edison Media Research: 80 Million Consumers Have Tried Streaming Media.
January 22, 2002
Eighty million consumers, representing 35 percent of Americans ages 12 and older, have watched or listened to streaming media online, according to a new study by Arbitron Inc.and Edison Media Research.
Just two years ago, only 24 percent of Americans said that they had ever used Internet audio or video.
The study, “Internet VIII: Advertising vs. Subscription – Which Streaming Model Will Win?” also finds that “streamies,” those who have watched or listened to streaming media online, are willing to pay subscription fees for the right mix of offerings. According to the study, four in 10 audio streamies said they would agree to pay a small fee for any of the following features: commercial-free content, audio of the highest quality (no pausing or “buffering”) and content they couldn’t find elsewhere.
“The live webcast will assist media executives and webcasters to gain fresh insight to the latest trends on how American consumers are using the Internet and streaming media,” says Bill Rose, vice president and general manager, Arbitron Webcast Services. “The presentation will include vital information regarding consumers’ Internet and broadband usage, media preferences in the workplace, response to banner advertising, interest in subscription services, and e-commerce habits.”
“Internet VIII: Advertising vs. Subscription – Which Streaming Model Will Win?” also reveals that increasing numbers of Americans are making purchases through the Internet. As of January 2002, 40 percent of Americans say they have made purchases from Web sites, compared with 13 percent who said so in January 1999.
Other issues addressed by this study are:
— the latest data on broadband penetration and the impact of superfast Internet connections on media usage;
— buying online;
— the Internet and streaming at-work;
— streaming media trends;
— subscription and advertising models;
— awareness and interest in Satellite Radio.
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http://www.edisonmediaresearch.com/Internet_7_final.pdf
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