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How america searches online media

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  • 1. HOW AMERICA SEARCHESOnline MediaSurvey conducted by Harris Interactive®Report written by iCrossing REPORT November 2006 With the growing penetration of broadband internet access in U.S. households, consumption of a broad range of online media is becoming increasingly widespread among the online adult population. However, marketers may be leaving easy money on the table and missing opportunities for cross-selling by underestimating their potential audience in key categories and because online adults cannot find the online media they’re looking for. Companies selling ring tones without specifically targeting women, for example, may be losing out on possible sales in one of the few categories where women outnumber men among purchasers. To better understand the online media consumption habits of U.S. adults, including the types of media that most resonate with online consumers, the methods they use to find their media of choice and how many online media purchases they plan to make in the next three months, iCrossing commissioned Harris Interactive® to conduct a survey of the online adult population in June 2006. The study reveals that 46% of online adults in the U.S. listen to, watch or seek to download online media and 58% of these online media listeners/watchers/seekers have either purchased or tried to purchase some type of media online. Music is the most popular type of media among these online adults, but a majority of those who have purchased or tried to purchase media online have purchased or tried to purchase more than one type of media, meaning that cross-selling opportunities for marketers do exist. MEN DOMINATE LISTENING AND VIEWING AUDIENCE Men are considerably more likely than women to have partaken of online media or to have sought it to download. This gender disparity is particularly evident with music (the most popular type of media overall) and movie clips and trailers. With ring tones, however, men and women are on even footing (8% vs. 8%, respectively). Not surprisingly, younger adults (those ages 18-34) were found to be far more interested in partaking of online media or seeking it out for download, and with the exception of live and recorded sporting events, are more likely than average to watch or seek out every other type of media. When looking at the online media audience from a household income perspective, however, the portrait grows somewhat more complex. As might be expected, online adults in households with annual incomes $75,000 and above are more likely than average to listen to, watch or download media online. On the other hand, online adults from households at the opposite end of the economic spectrum (earning less than $35,000 per year) are not appreciably less likely to be online media consumers than adults in the next two higher income brackets ($35,000-$49,999 and $50,000 to $74,999). And in the case of music videos, these lowest income consumers are on par with the $75,000+ households as the biggest consumers of this type of media online. (C) Copyright 2007. iCrossing, Inc. | www.icrossing.com Atlanta | Chicago | Dallas | New York | San Francisco | Scottsdale | U.K. | 1.866.620.3780 1
  • 2. REPORT | November 2006HOW AMERICA SEARCHES: ONLINE MEDIA TYPES OF MEDIA LISTENED TO/WATCHED/SOUGHT ONLINE FOR DOWNLOAD, BY GENDER FIGURE 01 Which, if any, of the following media do you listen to or watch online, or look for online in order to download? Please select all that apply. Base: all respondents Any Music Movie Clips/Trailers Music Videos Ring Tones TV Shows Movies Live/Recorded Sporting Events Other Media None 0% 10% 20% 30% 40% 50% 60% 70% Total (n=2,126) Men (n=1,040) Women (n=1,086) Of note, 8% of online adults said they listen to or watch or look for other types of media online. Younger adults (those in the 18-34 and 35-44 age brackets) are more likely than average to listen to/watch/look for other types of media online, and online adult males are similarly more likely than online adult females to do so. Of the different types of other media, the most often cited by respondents included news clips, radio broadcasts, podcasts and video clips (humorous outtakes, home video and other short-form video found on sites such as YouTube or Google Video), the latter suggestive of the growing impact of viral video as a building block of online communities. VIDEO IS THE KEY The story really gets interesting when focusing specifically on the group of online adults who consume different types of video online, especially those who have purchased or tried to purchase video media. It is important to first point out that while no single type of video by itself is as popular as music, the aggregate of all types of video media included in the study – movie clips/trailers, music videos, movies, TV shows and live/recorded sporting events – is nearly as popular as music, with 31% of those who listen/watch/seek to download online media saying they watch or seek to download video content (versus 33% for music). Moreover, 38% of all male respondents watch video content online or seek to download it, on par with the 38% of online adult males who listen to music online or look for it online in order to download it. (C) Copyright 2007. iCrossing, Inc. | www.icrossing.com Atlanta | Chicago | Dallas | New York | San Francisco | Scottsdale | U.K. | 1.866.620.3780 2
  • 3. REPORT | November 2006HOW AMERICA SEARCHES: ONLINE MEDIA TYPES OF MEDIA LISTENED TO/WATCHED/SOUGHT ONLINE FOR DOWNLOAD, BY GENDER FIGURE 02 Which, if any, of the following media do you listen to or watch online, or look for online in order to download? Please select all that apply. Base: all respondents; respondents who have purchased/tried to purchase select video media online 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Music Select Video Movie Music Videos Movies TV Shows Other Media Ring Tones Live/Recorded Media* Clips/Trailers Sporting Events Total (n=2,126) Purchased/Tried to Purchase Select Video Media* (n=219) *Select video media: movies, TV shows, music videos, movie clips/trailers, live/recorded sporting events The disparity in online media consumption habits between the online adults who have purchased or tried to purchase select video media and the rest of the survey respondents grows even more pronounced when looking at incidences of purchasing or trying to purchase other media online. Music is the most popular online media type overall, with 41% of those who have listened to/watched/looked to download indicating they have either purchased or tried to purchase music online. However, among the advanced group of online video purchasers/attempted purchasers, 60% say they have purchased or tried to purchase music, and the gap naturally is far greater with the various types of online video media. The gender skews evident with online media listeners/watchers/seekers are less uniform among online media purchasers/attempted purchasers. For example, male online media listeners/watchers/seekers are likelier than women to have purchased or attempted to purchase music online (44% vs. 36%, respectively) and TV shows (7% vs. 4%, respectively), while women are considerably more likely than men to have purchased or to have attempted to purchase ring tones online (26% vs. 15%, respectively). Overall, the incidences of purchasing or attempting to purchase some kind of media online are nearly equal with both online men and women. (C) Copyright 2007. iCrossing, Inc. | www.icrossing.com Atlanta | Chicago | Dallas | New York | San Francisco | Scottsdale | U.K. | 1.866.620.3780 3
  • 4. REPORT | November 2006HOW AMERICA SEARCHES: ONLINE MEDIA ONLINE MEDIA PURCHASED/ATTEMPTED TO PURCHASE, BY GENDER FIGURE 03 You indicated that your listen to and/or watch and/or look for media to download online. Which, if any, of the following have you ever purchased or tried to purchase online? Please select all that apply. Base: respondents who listen to/watch/download media online Any Music Ring Tones Movies TV Shows Movie Clips/Trailers Music Videos Live/Recorded Sporting Events Other Media None 0% 10% 20% 30% 40% 50% 60% 70% Total (n=1,003) Men (n=574) Women (n=429) Similarly, the skews for listening to/watching/seeking online media for download seen with single, never-married adults and those with children under the age of 18 living in the household do not apply with online media purchases, with one exception – those online media listeners/ watchers/seekers with children under 18 living in their household were more likely to have purchased or to tried to purchase ring tones than were those without children under 18 in their household (24% vs. 16%, respectively). This finding is not altogether surprising given the popularity of ring tones with teens and ‘tweens. As with online media listeners/watchers/seekers, online adults from households earning more than $75,000 per year on the whole constitute the most likely targets for purchasing media online. However, also much like the situation with online media listeners/watchers/seekers, those from under-$35,000 households are not, on a net basis, much less likely than average to be online media purchasers. In fact, in most online media categories with the exception of music, where they lag far beyond other income groups, their purchasing or attempted purchasing habits are largely similar to those of respondents in other brackets. SEARCH HELPS DRIVE ONLINE MEDIA PURCHASES iCrossing’s September 2005 “How America Searches: Online Shopping” report revealed that 88% of online adults in the U.S. conduct research online at least sometimes prior to making a purchase, with search engines by far the most often used tool for learning about products and services. Although according to the current survey, the chief method used for finding music (70%), movies (62%) and ring tones (52%) to purchase online is to go directly to a specific website that the seeker already knew about, using a search engine to find either specific titles or general information such as artists, labels and actors also plays a strong role for each of these types of media. (C) Copyright 2007. iCrossing, Inc. | www.icrossing.com Atlanta | Chicago | Dallas | New York | San Francisco | Scottsdale | U.K. | 1.866.620.3780 4
  • 5. REPORT | November 2006HOW AMERICA SEARCHES: ONLINE MEDIA For example, 61% of those who have purchased or tried to purchase movies online usually use a search engine to find the movies they want to buy, as do 48% of music purchasers and 47% of ring tone purchasers. Some noteworthy gender discrepancies emerge here as well. Women who have bought or tried to buy music online are likelier than men to both go directly to a specific website they are already familiar with and use search engines, while with online adult males looking to buy movies online, the reverse holds true. Overall, both methodologies are important drivers behind finding “for-purchase” media of the other types included in the survey. FINDING MEDIA ONLINE On the whole, online adults manage to find their media of choice when looking to make a purchase online. However, there are some interesting discrepancies between the three most popular types of online media – music, ring tones and movies – purchased by online adults. Four out of five respondents (79%) who have purchased or tried to purchase music online indicated they either usually or always find the content they are seeking. Among those who have purchased or tried to purchase movies, 69% responded they always or usually find what they want to buy. Contrast these success rates with the decidedly more mixed picture with ring tones – the second most popular type of online media purchased by online adults – where just 49% indicated they always/usually find the content they want to buy. Similarly, 69% of those looking for ring tones online said finding the content they wanted to purchase was very or somewhat easy, while among those looking for music and movies, the perceived ease was considerably higher (86% and 80%, respectively). Success in finding these three types of media also varies by gender. Among female online adults who have purchased or tried to purchase music online, 84% revealed that they always or usually find the music they want, versus 76% of male respondents. By contrast, online adult males are more successful than online adult females at finding the movies they are seeking online (76% versus 59%, respectively). By and large, however, a majority of those seeking each of the various types of media indicated they found what they wanted to purchase very or somewhat easily. Among those U.S. adults who have purchased or tried to purchase media online but have never or only sometimes succeeded in trying to find those media, the reasons for their lack of success tended towards general statements of not being able to find what they were looking for, difficult-to-use media sites and unsuccessful searches. LEVEL OF SUCCESS IN FINDING SELECT TYPES OF MEDIA DESIRED TO PURCHASE ONLINE FIGURE 04 How often are you successful in finding each of the following types of media that you want to purchase online? Base: respondents who have purchased or tried to purchase music/movies/ring tones online Music Always/Usually Movies Sometimes/Never Ring Tones 0% 20% 40% 60% 80% 100% (C) Copyright 2007. iCrossing, Inc. | www.icrossing.com Atlanta | Chicago | Dallas | New York | San Francisco | Scottsdale | U.K. | 1.866.620.3780 5
  • 6. REPORT | November 2006HOW AMERICA SEARCHES: ONLINE MEDIA MUSIC RINGS UP ONLINE SALES Over one-third (37%) of U.S. online adults who listen to, watch and/or look online for various media of any type indicated they plan to purchase music online over the next three months. On average, those who revealed they plan to purchase music online indicated they would purchase over eight songs, with a mean predicted spend of nearly $27 over that period. In terms of purchasing intent, movies (16%) and ring tones (15%), ranked a distant second and third, respectively. Online adults who intend to purchase said they plan to spend an average of $63.60 on movies online over the next three months, a figure that may have been driven higher by those intending to purchase DVDs for offline viewing in addition to those who plan to download and watch feature films online. Based on these observations, music and movies are projected to account for 65% of total dollars to be spent on media purchased online over the next three months. From a demographic targeting standpoint, online adults in the 35-44 age bracket are likely to be the biggest online spenders on music, movies and ring tones. Male respondents in this age range appear likely to dominate spending on music and movies, while female respondents indicated a likelihood to spend more on ring tones, although the pool of female respondents who plan to buy ring tones was not large enough to draw definitive conclusions. Response rates for other online media types were too low to reliably project future spending trends. ONLINE ADULTS PLANNING PURCHASE OF MEDIA ONLINE IN THE NEXT 3 MONTHS FIGURE 05 How many purchases of each type of media are you likely to make online in the next three (3) months? Please give your response based on units (e.g., number of songs, clips, ring tones). (n=1,003) How much are you likely to spend in total for purchasing each of the following types of media online during the next three (3) months? (n=516) Base: respondents who plan to purchase media online in the next 3 months 40% 35% 30% 25% 20% 15% 10% 5% 0% Music Movies Ring Tones Music Videos TV Shows Movie Live/Recorded Other Media Movies, TV Clips/Trailers Sporting Events Shows, Music Videos, Movie Clips/Trailers, Live/Recorded Sporting Events combined Mean # of 8.5 3.3 2.6 3.6 4.4 4.8 2.7 4.1 7.5 Units 1 Mean $ $26.7 $63.6 $12.1 $12.1 $14.9 $9.7 $80.2 $26.3 $82.7 Spend 2 1 Mean number of units is among those who indicated they plan to purchase at least one (1) unit in the next three (3) months. Median statistics would typically be used to reduce effect of probable outliers, but means are used in this calculation. With the exception of music, movies and ring tones, caution should be used in reporting unit averages for other media due to low sample sizes. 2 Mean number of dollars is among those who indicated the amount they would spend overall on various media in the next three (3) months. Median statistics would typically be used to reduce effect of probable outliers, but means are used in this calculation. With the exception of music, movies and ring tones, caution should be used in reporting dollar averages for other media due to low sample sizes. (C) Copyright 2007. iCrossing, Inc. | www.icrossing.com Atlanta | Chicago | Dallas | New York | San Francisco | Scottsdale | U.K. | 1.866.620.3780 6
  • 7. REPORT | November 2006HOW AMERICA SEARCHES: ONLINE MEDIA The advanced group of online video purchasers/attempted purchasers indicated an intention to purchase a higher average number of units of music, movies, movie clips/trailers, ring tones and live/recorded sporting events. Their responses also suggested they will spend more than average on every single media type, again making this group worthy of special consideration for marketers. DRIVING INCREASED SALES Improved selection figured prominently among the five factors that would make U.S. online adults who listen to/watch and/or look for various types of media online more likely to purchase those types of media online (among those who indicated at least one of the factors would increase their likelihood to do so). This factor ranked first with all media types aside from movies, movie clips/trailers and live/recorded sporting events. For more bandwidth-intensive media such as movies and movie clips, reducing download speeds topped the list among those who cited at least one of the factors. It is worth noting that with music, the most popular media category among listeners and potential buyers, online media listeners/watchers/ seekers also mentioned making finding and buying generally easier (49%) and easier-to-find content (39%) as factors that would drive up purchasing likelihood. Among respondents who plan to purchase music, ring tones or at least one unit of movies, TV shows, music videos, movie clips/trailers or live/recorded sporting events online in the next 3 months, better selection is the factor most likely to increase purchase incidence among those who mentioned at least one of the factors. It was cited by 65% and 67% of likely online music and video buyers, respectively (the sample size for likely online ring tone buyers was too small to report for this answer). For respondents who plan to purchase music and at least one unit of online video, reducing download times was the second most often-cited factor, while for those who plan to purchase ring tones, reducing the steps in the purchase process was the number-two factor. CONCLUSION Music, movies and ring tones are the most popular types of media among both online media listeners/watchers/seekers and those who have either purchased or tried to purchase some type of media online. Interest in music videos, movie clips/trailers, TV shows and live or recorded sporting events is at a more incipient phase, and some cases, awaits faster download speeds in order to more fully develop. Most online adults who watch, listen to or seek to download online media have purchased or tried to purchase more than one type of media online, meaning that cross-selling opportunities for marketers do exist. In particular, marketers looking to drive increased online media content purchasing should consider focusing their efforts on online adults who already have purchased or tried to purchase some type of online video, as this vanguard group demonstrates a considerably greater-than-average likelihood to have purchased all types of media online. Marketers also should concentrate on improving selection and availability of media content across the board. Respondents indicated that this factor would increase purchase likelihood. Content should be optimized for both search engines and on-site search functions, and for both general terms (such as artist and actor names, movie and TV show titles and music labels) and specific titles (of songs, movies, shows, etc.) in order to capture the broadest possible audience of those searching with intent to purchase. (C) Copyright 2007. iCrossing, Inc. | www.icrossing.com Atlanta | Chicago | Dallas | New York | San Francisco | Scottsdale | U.K. | 1.866.620.3780 7
  • 8. REPORT | November 2006HOW AMERICA SEARCHES: ONLINE MEDIA ENDNOTES METHODOLOGY Harris Interactive® fielded the study from June 28-30, 2006, via its QuickQuerySM online omnibus service, interviewing a nationwide sample of 2,126 U.S. adults (aged 18+). Data were weighted to reflect the total U.S. online adult population on the basis of region, age within gender, education, household income, race/ethnicity, and amount of time spent online. In theory, with a probability sample of this size, one can say with 95 percent certainty that the results have a sampling error of plus or minus 3 percentage points of what they would be among the entire population of online adults aged 18+. This online sample was not a probability sample. CONTACT For more information on this report, please contact us at howamericasearches@icrossing.com. For information regarding our market research services, please call 1.866.620.3780 or contact us at findus@icrossing.com. ABOUT ICROSSING iCrossing is a different kind of digital marketing agency committed to people’s desire to find. The company develops online campaigns, programs and experiences designed to help people find what they are searching for. Through a proven combination of talent and technology, iCrossing helps its global client base – including 32 Fortune 500 companies such as The Coca-Cola Company – find solutions for complex digital marketing challenges. Founded in 1998, the company has 350 employees worldwide. iCrossing is headquartered in Scottsdale with offices in Atlanta, Chicago, Dallas, New York, San Francisco and Brighton, U.K. Find out more at www.icrossing.com. ABOUT HARRIS INTERACTIVE® Harris Interactive is the 12th largest and fastest-growing market research firm in the world. The company provides research-driven insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. The company has built what could conceivably be the world’s largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its United States, Europe and Asia offices, its wholly-owned subsidiary Novatris in France and through a global network of independent market research firms. The service bureau, HISB, provides its market research industry clients with mixed-mode data collection, panel development services as well as syndicated and tracking research consultation. More information about Harris Interactive may be obtained at www.harrisinteractive.com. To become a member of the Harris Poll Online and be invited to participate in online surveys, register at http://go.hpolsurveys.com/PR. (C) Copyright 2007. iCrossing, Inc. | www.icrossing.com Atlanta | Chicago | Dallas | New York | San Francisco | Scottsdale | U.K. | 1.866.620.3780 8

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