One-fifth of American music downloaders have also downloaded full-length motion
pictures, reveals Ipsos-Insight's quarterly digital music study, TEMPO: Keeping
Pace with Digital Music Behavior
In the shadow of ongoing high-profile media attention surrounding the digital
music marketplace, American downloaders have quietly expanded their once music-centric
digital behaviors to an increasingly comprehensive digital entertainment portfolio,
according to recently released data from global marketing research firm Ipsos-Insight.
New findings from TEMPO, Ipsos-Insight's quarterly study of digital music
behaviors, reveal that in late 2003, more than one-fifth (21%) of American downloaders
aged 12 and older had downloaded a full-length motion picture off of the Internet.
Further, nearly one out of ten (9%) did so within the 30 days previous to the
survey.
"These data are evidence that American downloading behaviors are expanding
beyond music and moving towards broader digital entertainment acquisition and
consumption behaviors," said Matt Kleinschmit, a senior analyst with Ipsos-Insight's
technology and communications practice, and author of TEMPO. "While the
music industry continues to define and integrate the role of digital music in
the existing music marketplace, the motion picture industry is presented with
a unique foresight into next-generation consumer entertainment. Multimedia-enabled
portable devices, digitally formatted television content, and downloadable back
catalogue videos are just a few of the categories that may be mined in anticipation
of near-future consumer demand."
The recent research also reveals that nearly two-fifths (38%) of American downloaders
have downloaded a music video from the Internet. Further, 15% of American downloaders
acquired a digital video within the past 30 days. "Clearly, digitally experienced
Americans are beginning to demand increasingly diverse formats of entertainment
to be available via the Internet," added Kleinschmit. "In looking
back at the growth of digital music behaviors over the past several years in
America, it makes sense that the same individuals who are accustomed to the
flexibility and accessibility currently found in digital music are most likely
to now be looking for video-based entertainment as well."
To peruse the full release
For more information, please contact:
Matt Kleinschmit Senior Analyst, Technology & Communications Practice
Ipsos-Insight
612.573.8500
