VOD Appeal Greatest Amongst Young Men, Says Yankee Group
A new report from the Yankee Group comes to unsurprising conclusions regarding the appeal of video-on-demand services, revealing that young men (16-17 years) are most likely to buy movies in this way.
31% of cable and satellite subscribers say that they are ‘very likely’ or ‘somewhat likely’ to order a VOD movie costing $3.95. 16-17 year old males are the most likely group to order VOD, with 59% of those surveyed expressing interest. 39% of men aged 18-34 and 30% of men aged 35-49 said that they were “very likely” or “somewhat likely” to buy a VOD movie.
Interest amongst women was lower with just 13% of the 16-17 age group expressing interest, although 40% of women aged 18-34 said they were likely to as did 29% of those aged 35-49.
“With little variance across different income groups, age will be the primary determining factor for consumer adoption of this service,” said Yankee Group analyst Adi Kishore. “Developing advertising and promotion programs to target these audience groups will help to quickly grow the usage of video-on-demand.”