Table of Contents
Executive Summary
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- Why 25-34-year-olds rule media
- Internet disruptive—but only on this side of the digital divide
- Internet vs. WWW
- TV remains centrepiece of entertainment
- Second and third screens carry one in six video hours
- Rise of text/group communications against voice/direct communication
- E-reading takes over from print
- Online, satellite radio picking up steam
- Casual gaming crosses all ages, but console does not
- Men trail women in books, communication, multiple online activities
- Clues to future behavior in Asian population bode poorly for pay TV
Insights and Opportunities
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- Capitalizing on fragmentation via cross-media properties
- Continued experiments in music business models
- One-stop audio app
- Ad-based ownership
Inspire Insights
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- Trend: Over-optioned consumers
- Implications
Demographic Differences Related to Media Usage
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- Key points
- Understanding the young
- Characteristics of age in the offline sample
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- Figure 1: Population characteristics of offline sample, by age, April 2009-December 2009
- Relationship between age, HH income, class and education in the online sample
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- Figure 2: Population characteristics of online sample, by age, June 2010
- Impact of educational attainment on internet usage
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- Figure 3: Internet-driven disruption of traditional media, by educational attainment, April 2009-December 2009
- Figure 4: Internet as a primary source of entertainment, by educational attainment, April 2009-December 2009
- Impact of educational attainment on print media
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- Figure 5: Attitudes towards print media, by educational attainment, April 2009-December 2009
- How the highest-income households differ
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- Figure 6: Population characteristics of offline sample, by household income, April 2009-December 2009
- Figure 7: Population characteristics of online sample, by household income, June 2010
Time Spent with Media
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- Key points
- Cumulative hours indicate heavy multi-tasking
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- Figure 8: Hours spent with different types of media in the last week, June 2010
- Men spend nine hours more per week with media
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- Figure 9: Hours spent with different types of media in the last week, by gender, June 2010
- 25-34s consume the most media
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- Figure 10: Hours spent with media in last week, by age, June 2010
Internet Disruption and the Digital Divide
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- Key points
- Trended overview
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- Figure 11: Role of internet in day-to-day life, 2005-09
- The loss of some engagement among a minority of users wreaks havoc
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- Figure 12: Internet-driven disruption of traditional media, by age, April 2009-December 2009
- More disruption yet to come
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- Figure 13: Internet-driven disruption of traditional media, trended, 2005-09
Online Activities
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- Key points
- Behavioral shifts suggest decreasing importance of PCs
- Rise in online banking presages shifts in consumer use of credit and cash
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- Figure 14: Online activities in last month, by year, 2005-09
- Women more involved in… almost everything
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- Figure 15: Online activities in last month, by gender, April 2009-December 2009
- PC app use on the rise
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- Figure 16: PC app usage in last year, trended, 2005-09
- PC app usage driven by youth
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- Figure 17: PC app usage in last year, by age, April 2009-December 2009
WWW
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- Introduction
- Key points
- Web maturing into standard destinations
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- Figure 18: Number of sites visited in past week, by age, April 2009-December 2009
- Figure 19: Number of sites visited in past week, by household income, April 2009-December 2009
- Surfing for the next big thing… or even the next little thing
- Role of education in web surfing
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- Figure 20: Attitudes towards web surfing, by educational attainment, April 2009-December 2009
- Trend towards the social
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- Figure 21: Websites ranked by visitors in last month, Quantcast vs. Experian Simmons, April-December 2009 vs. June 2010
- Site popularity shaped by “winner takes all” principle
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- Figure 22: Websites visited in last month, 2007 vs. 2009
- Leading web brand ad spend up 21% in 2009
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- Figure 23: Traditional ad spend for web brands, top sites, 2008 vs. 2009
- Amazon top shopping site, appeals to all ages
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- Figure 24: Shopping websites visited in past month, by age, April 2009-December 2009
- Leading brands powered by young audience
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- Figure 25: Leading websites visited in the past month, by age, April 2009-December 2009
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- Figure 26: Sites skewing towards older age brackets, by age, April 2009-December 2009
Video on Television
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- Key points
- Television still the king of entertainment…
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- Figure 27: Main source of entertainment, by age, April 2009-December 2009
- Figure 28: Television as main source of entertainment, trended, January 2005-December 2009
- … and also still a principal source of news
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- Figure 29: Traditional media usage for news updates, by age, April 2009-December 2009
- The DVR phenomenon
- DVR penetration more than doubled since 2005
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- Figure 30: DVR penetration, 2005-09
- Household income more robust driver than age for DVRs
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- Figure 31: DVR penetration, by age, HH income, and marital status, April 2009-December 2009
- Broadcast television still leading media activity
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- Figure 32: Weekly hours spent viewing of television programming types, June 2010
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- Figure 33: Arranging schedule around TV broadcast programming, by age, April 2009-December 2009
- Those aged 25-34 show most variety in content-sourcing for TV
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- Figure 34: Types of content viewed on a television, by age, June 2010
- Figure 35: Weekly hours spent watching video on a television, by age, June 2010
- Penetration increases in pay TV, DVR, PPV… until Q2 2010
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- Figure 36: Penetration for pay TV and related services, trended, 2006-09
Video on PCs and Portables
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- Key points
- Video on PC and portables carries one in six total video hours
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- Figure 37: Hours spent viewing video on PCs and portables in last week, June 2010
- Separate functionality for separate screens still the norm for now
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- Figure 38: Attitudes towards advanced viewing services, by age, June 2010
- Under-35s key to portable and online video market
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- Figure 39: Any viewing of video on non-television devices, by age, June 2010
- Men partake in portable and PC-based video
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- Figure 40: Any viewing of video on non-television devices, by gender, June 2010
- For most types of video, penetration rises at $75K
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- Figure 41: Any viewing of video on non-television devices, by household income, June 2010
- Weekly non-TV video hours more than double among 25-34-year-olds
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- Figure 42: Hours spent viewing video on non-television devices in the last week, by age, June 2010
Communication Media
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- Key points
- Landline trends down from the universal
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- Figure 43: U.S. landline ownership, 2006-09
- More time spend with text/multimedia formats than audio/video
- SNS poised to pass cell phone calls as most used communication
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- Figure 44: Hours spent communicating via internet or phone in last week, June 2010
- More respondents talk on cell phone than landline
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- Figure 45: Use of communication technology, by age, June 2010
- Under-35s log most communication hours
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- Figure 46: Hours spent communicating via internet or phone in the last week, by age, June 2010
- Communication the one form of media more used by women
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- Figure 47: Hours spent communicating via internet or phone in the last week, by gender, June 2010
Reading and Browsing
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- Key points
- E-books and e-readers in rapid adoption
- E-reading finds an audience among 25-34-year-olds
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- Figure 48: Reading and browsing penetration, by age, June 2010
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- Figure 49: Hours spent reading and browsing in the last week, by age, June 2010
- Women spend more time with books, men spend more time e-reading
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- Figure 50: Hours spent reading and browsing in the last week, by age, June 2010
Music
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- Key points
- Rise of internet radio and Pandora
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- Figure 51: Music-acquisition and related app usage in the last year, 2007 vs. 2009
- Traditional radio retains most hours of audio and highest penetration
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- Figure 52: Radio/music listening, by age, June 2010
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- Figure 53: Hours spent listening to the radio or music in the last week, June 2010
- Under-25s spend twice as much time listening to MP3s
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- Figure 54: Hours spent listening to the radio or music in the last week, by age, June 2010
- Men spend 2.5 hours more per week with audio
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- Figure 55: Hours spent listening to the radio or music in the last week, by gender, June 2010
- In-car usage remains central driver for traditional radio
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- Figure 56: In-car use of radio, by age, April 2009-December 2009
- Satellite radio penetration nearly triples in four years
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- Figure 57: Satellite radio ownership and intent to buy, trended, May 2005-December 2009
- Substantial skew for satellite by household income
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- Figure 58: Satellite radio ownership and plans to buy, by household income, April 2009-December 2009
Gaming
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- Key points
- Younger respondents spend more time gaming…
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- Figure 59: Video game ownership and play, by age, April 2009-December 2009
- … but older respondents are more likely to engage in casual PC games
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- Figure 60: Any gaming, by age, June 2010
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- Figure 61: Hours spent gaming in the last week, by age, June 2010
- Men still spend more time gaming
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- Figure 62: Hours spent gaming in the last week, by gender, June 2010
The Impact of Race and Hispanic Origin
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- Key points
- Population characteristics
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- Figure 63: Population characteristics of offline sample, by race/Hispanic origin, April 2009-December 2009
- Asians as bellwethers: More disruption for broadcast and print ahead
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- Figure 64: Home internet usage in past week, by race/Hispanic origin, April 2009-December 2009
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- Figure 65: Internet-driven disruption of traditional media, by race/Hispanic origin, April 2009-December 2009
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- Figure 66: Pay TV, PPV, and DVR penetration, by race/Hispanic origin, Nov 2008-Dec 2009
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- Figure 67: Attitudes towards print media, by race/Hispanic origin, April 2009-December 2009
- Figure 68: Internet as source of news, by race/Hispanic origin, April 2009-December 2009
- Asians adopt internet-sourced content, but maintain interest in broadcast
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- Figure 69: Sources of content viewed on TV, by race and Hispanic origin, June 2010
Cluster Analysis
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- Media Mavens
- Demographics
- Characteristics
- Opportunity
- Adopters
- Demographics
- Characteristics
- Opportunity
- Traditionalists
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 70: Media usage clusters, June 2010
- Figure 71: Penetration for video usage on PCs and portables, by clusters, June 2010
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- Figure 72: Penetration for communication media usage, by clusters, June 2010
- Figure 73: Penetration for browsing and reading media usage, by clusters, June 2010
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- Figure 74: Penetration for radio and music usage, by clusters, June 2010
- Figure 75: Penetration for video game usage, by clusters, June 2010
- Cluster demographics
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- Figure 76: Media usage clusters, by gender, June 2010
- Figure 77: Media usage clusters, by age group, June 2010
- Figure 78: Media usage clusters, by household income group, June 2010
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- Figure 79: Media usage clusters, by race, June 2010
- Figure 80: Media usage clusters, by Hispanic origin, June 2010
- Cluster methodology
Appendix: The Impact of Children in the Home
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- Differences largely age driven
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- Figure 81: Attitudes towards print, by presence of children in household, April 2009-December 2009
- Gaming
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- Figure 82: Own or play video games, by presence of children in household, April 2009-December 2009
Appendix: Other Useful Consumer Tables
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- Figure 83: Penetration of pay TV, PPV, by age, HH income, and marital status, Nov 2008-Dec 2009
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- Figure 84: Types of video content viewed on a television, by household income, June 2010
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- Figure 85: Sources of content viewed on TV, by gender, June 2010
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- Figure 86: Attitudes towards local information on the internet, by gender, April 2009-December 2009
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- Figure 87: Attitudes towards traditional media, by educational attainment, April 2009-December 2009
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- Figure 88: Population characteristics of online sample, by race/Hispanic origin, June 2010
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- Figure 89: Use of Windows Media Player and iTunes, by household income, April 2009-December 2009
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Appendix: YouTube vs. Pandora for Audio
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- Figure 90: Sites used to stream internet music in past week, November 2009
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