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Consumer consumption of digital media is becoming increasingly interactive.
Websites, devices, and software are all enabling consumers to capture,
create, personalize, share, and search content in ways that suit their own
tastes. This project analyzes this phenomenon, exploring how technology is
being used to facilitate these activities and how this trend will evolve.
An in-depth analysis of digital media consumption, creation,
organization, and distribution
Consumer consumption of digital media is becoming increasingly
interactive. Websites, devices, and software are all enabling consumers to
capture, create, personalize, share, and search content in ways that suit
their own tastes. This project analyzes this phenomenon, exploring how
technology is being used to facilitate these activities and how this trend
will evolve.
Survey Design:
The survey was fielded in August 2006 and included 2,117 respondents
with Internet access ages 13 and over. All respondents owned at least one
computer and had Internet access at home.
Strategic Issues Examined:
Who are the consumers making up the “new media generation” and how do
they consume content?
What do price elasticities of demand for digital content suggest for pricing
models?
How can service providers and advertisers cater to bloggers and social
networkers?
How are companies and consumers themselves monetizing consumer-created
content?
What are consumer attitudes towards licensing and digital rights protection?
How strong is the demand for devices and services that combine or extend
consumers’ digital media habits?
Key Findings:
Consumers who are not practicing digital media habits express little
interest in the benefits of technology: Deepening technology adoption
appears more feasible than widening it. Home control/home security
applications are the other category where interest significantly exceeds
usage.
Younger consumers multitask computer & TV/video use: 70% of Internet users
between the ages of 13 and 24 use a computer while watching TV.
Consumers using online photo sharing Web sites have significant revenue
potential: Roughly 50% have photos professionally printed every month; 10%
are open to paying for value-added features or additional storage.
28% of Internet users read a blog; 24% use social networking sites; 22% use
photo sharing sites, and 9% use video sharing sites.
35% of Internet users are interested in remote monitoring/control of their
homes but are not currently doing so.
21% of online daters are married.
63% of bloggers are younger than age 24.
Most people reading blogs also write one, and the reader-to-writer ratio for
blogs is roughly 2-to-1.
Selling movie downloads for $15-$7.50 minimizes overall revenues.
53% of online gamblers play console games.
30% of Internet users between the ages of 13 and 24 use social networking
sites daily.
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