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1 ' 2002 Arbitron Inc./Edison Media Research edison media research The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media research How Internet 9 Was Conducted National random sample Spring 2002 Arbitron diarykeepers age 12+ 2,511 telephone interviews were conducted in July 2002

The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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Page 1: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

The Media and Entertainment World of Online Consumers

© 2002 Arbitron Inc./Edison Media Research

edison media research

How Internet 9 Was Conducted

� National random sample� Spring 2002 Arbitron diarykeepers age 12+

2,511 telephone interviews were conducted in July 2002

Page 2: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

�Which of these media is MOST essential to your life?�

�Most Essential� Media in Consumers� Lives

11%

20%26%

39%

0%

25%

50%

Newspapers Internet Radio TV

Base: Total Population 12+

Total Population

© 2002 Arbitron Inc./Edison Media Research

edison media research

The Internet Is More EssentialAmong the Highly Educated�Which of these media is MOST essential to your life?�

Base: 4-Year College Degree or Higher Education

13%

30%

21%

32%

0%

25%

50%

Newspapers Internet Radio TV

4-Year College Degree or Higher Education

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© 2002 Arbitron Inc./Edison Media Research

edison media research

�Which of these media is MOST cool and exciting?�

The Internet Is the �Most Cool and Exciting� Among 12- to 34-Year-Olds

2%

46%

21%

29%

0%

25%

50%

Newspapers Internet Radio TV

Base: 12- to 34-Year-Olds

12- to 34-Year-Olds

© 2002 Arbitron Inc./Edison Media Research

edison media research

�Are you spending less time with each activity due to the time you spend online?�

Americans Are Spending Less Time with Traditional Media Due to Time Online

19%

20%

27%

31%

37%

Listening toMusic CDs

Listening toRadio

ReadingMagazines

ReadingNewspapers

Watching TV

% Saying Spending Less

Time with Activity Due to

Time Online

Base: Currently Access the Internet

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© 2002 Arbitron Inc./Edison Media Research

edison media research

People Who Are Highly Involved with the Internet Attend More MoviesAverage Number of Times Seen a Movie in a Theater in Past 3 Months

1.852.24 2.37 2.42 2.63

TotalPopulation

Access theInternet

Used theInternet in the

Past Month

Used theInternet in the

Past Week

HaveResidentialBroadband

© 2002 Arbitron Inc./Edison Media Research

edison media research

Internet Access Trends

Page 5: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Seven in Ten Americans NowHave Access to the Internet% with Internet Access at Any Location

Base: Total Population 12+

31%

48%

60%

66%

69%

0% 25% 50% 75%

August 1998

July 1999

July 2000

July 2001

July 2002

© 2002 Arbitron Inc./Edison Media Research

edison media research

0:41

0:530:58

July 2000 July 2001 July 2002

Average Time Spent Online Approaches One Hour Per DayTime Spent Online Per Day (Hours:Minutes)

Base: Total Population 12+

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© 2002 Arbitron Inc./Edison Media Research

edison media research

More Than One in Four Americans Access the Internet at Work% with Internet Access at Work

Base: Total Population 12+

12%

17%

22%

27%

27%

0% 10% 20% 30%

August 1998

July 1999

July 2000

July 2001

July 2002

© 2002 Arbitron Inc./Edison Media Research

edison media research

Nearly Four in Ten Americans Have Made a Purchase Online% Who Have Ever Purchased Online

Base: Total Population 12+

16%

27%

36%

38%

0% 25% 50%

July 1999

July 2000

July 2001

July 2002

Page 7: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Broadband

© 2002 Arbitron Inc./Edison Media Research

edison media research

13%

18%21%

28%

0%

10%

20%

30%

January 2001 July 2001 January 2002 July 2002

Base: Have Internet Access at Home

Residential Broadband HasDoubled in the Past 18 Months% Who Have Broadband Internet Access at Home

Page 8: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Don't Know4%

Dial-Up Now - Don't Plan to Get Broadband Next Year

55%

Have Broadband

Now28%

Plan to Get Broadband in Next Year

13%

Residential Broadband Access Should Continue Its Rapid RiseBroadband vs. Dial-Up in Homes with Access to the Internet

Base: Have Internet Access at Home

© 2002 Arbitron Inc./Edison Media Research

edison media research

2:352:19

2:00

Watching TV Listening to Radio On the Internet

Time Online Rivals Time with TV and Radio Among People with BroadbandTime Spent with Medium Per Day (Hours:Minutes)

Base: Have Residential Broadband Internet Access

Page 9: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

27%

45%

33%

44%

60%51%

0%

25%

50%

75%

"Most Essential"Medium

"Most Cool andExciting" Medium

Medium "Using MoreLately"

Dial-Up Broadband

The Internet Is Far More Important and Essential to Those with BroadbandAmong the Internet, Newspapers, Radio and TV, those Saying the Internet Is�

© 2002 Arbitron Inc./Edison Media Research

edison media research

Streaming Usage

Page 10: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

30%34% 35%

0%

20%

40%

July 2000 July 2001 July 2002

% of Americans Who Have Ever Watched or Listened to Streaming Media

Approximately 83 Million Americans Have Ever Tried Streaming Audio or Video

Base: Total Population 12+

83 Million Americans

© 2002 Arbitron Inc./Edison Media Research

edison media research

Three-Quarters of Monthly Streamies Are 18 to 54

18-3441%

35-5434%

12-1719%

55+6%

Age Composition of Monthly Streamies

Page 11: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Monthly Streamies Are More Upscale Than the Total Population

38%32%

57%

45%

$50,000+ Annual Household Income College Graduate or Higher Education

Total Population Monthly Streamies

© 2002 Arbitron Inc./Edison Media Research

edison media research

$596

$815

Currently Access the Internet Monthly Streamies

Base: Have Made a Purchase Over the Internet

Monthly Streamies Spend Far More Money Online Than the Average Web UserAverage Amount Spent Online in the Past 12 Months

Page 12: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Those with Residential Broadband Use Streaming Media More Frequently

52%

22%

9%

65%

37%

22%

0%

25%

50%

75%

Ever Last Month Last Week

Dial-Up Households Broadband Households

Base: Currently Access the Internetat Home

% of Those Online Who Have Watched or Listened to Streaming Media�

© 2002 Arbitron Inc./Edison Media Research

edison media research

Newspapers 5%

Internet 28%

Radio 33%

TV 33%

Time Spent Online by Monthly Streamies Nears Time Spent with TV and Radio

Base: Monthly Streamies

Percent of Time Spent Daily with TV, Radio, Newspapers and the Internet Among Monthly Streamies

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Unique Content Is �Very Important� When Choosing an Internet Audio Site

52%

56%

63%

0% 25% 50% 75%

�How important is this item when selecting a site to listen to Internet audio?�

You can listen to specific types of audioyou are looking for

You can listen to a wide variety of audio

You can listen to audio that you can�t get elsewhere

Base: Audio Streamies

% of Audio Streamies

Providing a Score of 8 or Higher on a

10-Point Scale

© 2002 Arbitron Inc./Edison Media Research

edison media research

People Who Stream Frequently Buy Significantly More CDs Than Most AmericansAverage Number of CDs Purchased in the Past 12 Months

13

15

18

21

Total Population

Streamies

Monthly Streamies

Weekly Streamies

Page 14: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

1.85

3.19

Total Population Weekly Streamies

Weekly Streamies See More Movies Than the General PopulationAverage Number of Times Seen a Movie in a Theater in Past 3 Months

© 2002 Arbitron Inc./Edison Media Research

edison media research

% Online Who Have Listened to a Radio Station Over the Internet

Listening to Radio Station WebcastsExceeds One in Three Online

20%

30%33% 34% 36%

0%

20%

40%

August 1998 July 1999 July 2000 July 2001 July 2002

Base: Currently Access the Internet

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Streamies Upset Over Impact of Digital-Rights Fees and Support Congressional Action

Base: Monthly Audio Streamies

64%

62%

Support action by Congress toaddress music licensing fees in

ways that would helpwebcasters continue streaming

music

Would be "Very or Somewhatupset" if you could no longer

listen to Internet audio webcastsdue to new digital-rights fees

© 2002 Arbitron Inc./Edison Media Research

edison media research

No51%

Yes48%

Don't Know1%

Hearing Music Online Spurs CD Sales Among Weekly Audio Streamies�Have you ever purchased a music CD because you heard that artist�s music over the Internet?�

Base: Weekly Audio Streamies

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© 2002 Arbitron Inc./Edison Media Research

edison media research

27%

6%

12%

Ever Last Month Last Week

% Online Who Have Watched Internet Video�

More Than One in Four OnlineHave Ever Watched Internet Video

Base: Currently Access the Internet

© 2002 Arbitron Inc./Edison Media Research

edison media research

Movie Trailers & Music Videos Are Leading Types of Content Among Video Streamies% of Video Streamies Who Have Ever Watched�

Base: Video Streamies

35%

35%

52%

62%

0% 25% 50% 75%

Movie trailers or previews

Music videos

Newscasts

Weather forecasts

Page 17: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Subscription and Advertising

© 2002 Arbitron Inc./Edison Media Research

edison media research

The Decline in Those Clickingon Banner Ads Continues% Online Who Have Clicked on Banner Ads in Last Month

30%

16%

14%

0% 10% 20% 30% 40%

July 2000

July 2001

July 2002

Base: Currently Access the Internet

Page 18: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

58%

70%

Viewing banner ads is a fairprice to pay for free Web site

content

Listening to audio commercialsis a fair price to pay for free

content from an audio Web site

Online Audio Commercials Are a Better Trade for Free Content Than Banner Ads

Base: Audio Streamies

% of Audio Streamies Who Agree That�

© 2002 Arbitron Inc./Edison Media Research

edison media research

% Willing to Pay a Small Fee to Listen to Content Providedby the Online Station or Channel Listened to Most

14%

22%

January 2002 July 2002

Significant Growth in Number of Audio Streamies Willing to Pay a Fee to Listen

Base: Audio Streamies

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Pay Per View/Listen

36%

Subscription45%

Neither/Don't Know19%

More Streamies Prefer Monthly Subscription Than Those Who Prefer to Pay Per View/Listen�Suppose you were considering paying for access to Internet audio or video. Which would you prefer: a flat monthly subscription for unlimited access to audio and video content OR pay-for-each use?�

Base: Streamies

© 2002 Arbitron Inc./Edison Media Research

edison media research

Satellite Radio

Page 20: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Satellite Radio and Streaming Usage Are Highly Correlated

� Approximately 18 million people are �very interested� in satellite radio

� 63% of those who are �very interested� in satellite radio have tried streaming media

© 2002 Arbitron Inc./Edison Media Research

edison media research

Recommendations for Broadcasters, Webcasters

and Advertisers

Page 21: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Recommendations1. People who stream frequently buy

significantly more CDs than average Americans.

Record labels should actively promote and advertise their product on streaming media channels.

© 2002 Arbitron Inc./Edison Media Research

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Recommendations2. Consumer interest in subscribing

to unique content has grown substantially.

Webcasters should pursue subscription models in addition to advertising models.

Page 22: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Recommendations3. Streamies and those who are �very

interested� in satellite radio have common interests.

Satellite radio and streaming media companies should work together to find joint marketing opportunities.

© 2002 Arbitron Inc./Edison Media Research

edison media research

Recommendations4. Those with broadband at home

consume streaming media much more frequently than those with dial-up. Media and streaming companies should continue to develop partnerships to cater to and benefit from the growing residential broadband audience.

Page 23: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Recommendations5. Unique content generated growth

in cable TV audiences and subsequent gains in its advertising revenue.More than ever, the streaming media industry needs to focus on developing �must see� and �must hear� content that will spur consumer awareness and passion.

© 2002 Arbitron Inc./Edison Media Research

edison media research

Recommendations6. Streamies are well educated,

affluent, interactive and more likely to shop and buy online. The streaming media advertising community needs to develop methods to reach a significant portion of its valuable audience easily and effectively.

Page 24: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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© 2002 Arbitron Inc./Edison Media Research

edison media research

Recommendations7. Weekly Streamies watch

significantly more movies than most Americans. Plus, online movie trailers are the most viewed streaming video content among video Streamies.

Movie studios should promote their new films by including webcasting in their media mix.

© 2002 Arbitron Inc./Edison Media Research

edison media research

www.edisonresearch.com

www.arbitron.com

Free Copies of All Arbitron/Edison Media Research Studies

Page 25: The Media and Entertainment World of Online Consumers · 2009-04-03 · The Media and Entertainment World of Online Consumers ' 2002 Arbitron Inc./Edison Media Research edison media

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Internet 9:The Media and Entertainment World of Online Consumers