Media Most Essential to US Consumers
(% of total population or college educated)
Total Population | College Degree or Higher | |
Newspapers | 11% | 13% |
Internet | 20 | 30 |
Radio | 26 | 21 |
Television | 39 | 32 |
The study also revealed that weekly "Streamies" - those who have watched or listened to streaming media online in the past week - bought more than one and a half times the number of compact discs in the past year than the average American.
In addition, weekly Streamies go to movie theaters considerably more often (3.19 times) than the typical consumer (1.85 times) in the past three months. Of particular interest to movie marketers, nearly two-thirds (62 percent) of video Streamies have viewed movie trailers or previews online, making trailers and previews the number one content for video Streamies.
"While some in the entertainment industry have viewed streaming as a threat, the study shows that it really represents a tremendous opportunity. Marketing music on streaming media channels provides access to a lucrative group of record buyers that could be an important key to revenue growth for record labels. Similarly, movie studios have the opportunity to reach frequent movie-goers by promoting their new films via webcasting."
In July 2002, nearly a quarter (22 percent) of Internet audio Streamies - an estimated 16 million Americans - indicated that they would be willing to pay a small fee to listen to the online audio channel they currently listen to the most. In comparison, only 14 percent were interested in paying a fee in January 2002.
Additional findings from the Internet 9 study include:
The study may be downloaded free of charge via the Arbitron and Edison Media Research Web sites at www.arbitron.com and www.edisonresearch.com.