The ability to skip through advertisements and time shift opportunities are gaining in importance, with 29% of US consumers who record television programmes revealing that fast-forwarding adverts is the primary reason for doing so.
Just under 20% claim that both the ability to skip commercials and the ability to time-shift viewing are equally important. However, the majority say that fitting television viewing into their schedule is most important.
According to the latest Arbitron/Edison Media Research Study, US consumers are increasingly using different forms of audio and video on their own terms; a phenomenon called “On-Demand Media Consumers.”
The research shows that on-demand media behaviours have strong implications on how advertisers successfully market their products and services.
The strong growth of the internet and increasing penetration of broadband has fuelled media consumption, with Arbitron/Edison Media Research showing that as of January 2005, 81% of consumers had access to the internet from any location, up from 50% in 1999.
In the first month of this year, 48% of people with home internet had broadband, while 48% had dial-up service. In January 2001, only 12% of Americans with internet access at home used a broadband connection.
Other key findings from the report show that 27% of 12-17 year olds, 18% of 18-24 year olds and 20% of 25-34 year olds own an iPod or other portable MP3 player, compared with 9% of those 35 and older.
A recent report from the Pew Internet & American Life Project shows that over 22 million American adults have these music devices, with internet users four times more likely than non-internet users to own one (see Internet Users More Likely To Own Music Players).
The Arbitron/Edison Media Research report also reveals that as of January 2005, 15% of Americans say they have listened to internet radio in the last month, and 8% in the past week. Internet video claimed to be watched by 14% in the last month, with 8% watching in the last week.
Over half, 55%, of TiVo/DVR owners say that their digital recorder has a big ‘impact’ on their life, with 57% of broadband internet users claiming that their internet connection also has a ‘big impact’.
Research recently released by Mediaedge:cia’s research division, MediaLab, looked into viewing behaviour in the personal video recorder (PVR) age. The study identified three types of viewer; Hardcore, Moderates and Selectives (see PVR Audience Viewing Behaviour).
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