Teens Are Biggest Online Content Spenders
The biggest spenders on online content are 16-24 year olds, averaging £5.34 per month (£64 per year) according to new research from Nielsen//NetRatings.
According to Nielsen//NetRatings, the average Briton online spends £3 a month (£36 per year) no streaming/downloading audio and video content.
Although the majority of this spend (57%) still goes on audio content, video content already accounts for 43%, says Nielsen//NetRatings.
Men spend 405 more than women, averaging £3.58 to women’s £2.57 (£43 v £31 per year).
In addition, the research revealed that over two-thirds of Britons online have watched some form of video content via the internet, whilst one in three Britons online has streamed film/movie content, making it the most popular genre for online video, followed by music and comedy.
Alex Burmaster, European internet analyst, said: “Three pounds per month might not seem much, after all it’s the equivalent of a DVD rental, a magazine, a pint of beer or almost four songs from iTunes.
“However, if you consider that there are around 26 million Britons online each month that’s very healthy revenue source for websites producing video content. Furthermore, it represents an encouraging shift in the willingness of consumers to pay for online content that has mainly been available for free in the past.
“It took a while for consumers to come round to the idea of paying for audio content online but in a relatively short space of time they’re already digging into their pockets for video content.”
Nielsen//NetRatings also revealed that around three quarters of Britons online have listened to music via the internet and over half have streamed music audio and over a third have downloaded music audio.
Comedy, books/literature and news follow music as the most popular type of internet audio content.
| Audio Content | ||||||||
| Rank | Streaming | Rank | Downloading | Rank | Podcasting | |||
| 1 | Music | 55% | 1 | Music | 38% | 1 | Music | 26% |
| 2 | News/Current Affairs | 22% | 2 | Comedy | 10% | 2 | Comedy | 5% |
| 3 | Comedy | 18% | 3 | Books/Literature | 7% | 3 | Books/Literature | 4% |
Burmaster added: “It’s not surprising to hear about the popularity of music and film when it comes to content obtained from the internet, but many will note the growing popularity of comedy.
“Music has been the real catalyst in getting people used to consuming and obtaining content online and now other areas are taking advantage of this. Whether it’s TV show sketches or podcasts from comedians such as Ricky Gervais, comedy by its very nature, like music, lends itself very much to the online form, short in length but hugely popular in the viral stakes.”
Nielsen//NetRatings: www.nielsen-netratings.com