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Survey Says Movie Downloading on the Rise

20 Apr, 2004 By: Holly J. Wagner

Americans who download entertainment are branching out from music and increasingly are downloading movies, according to data from research firm Ipsos-Insight.

New findings from TEMPO, Ipsos-Insight's quarterly study of digital music behaviors, indicate that in late 2003, more than one-fifth (21 percent) of American downloaders ages 12 years and older had downloaded a full-length motion picture off of the Internet.

Further, nearly one out of 10 (9 percent) did so within the 30 days prior to the survey, conducted between Dec. 22, 2003 and Jan. 7, 2004.

"These data are evidence that American downloading behaviors are expanding beyond music and moving toward broader digital entertainment acquisition and consumption behaviors," said Matt Kleinschmit, a senior technology and communications analyst with Ipsos-Insight. "While the music industry continues to define and integrate the role of digital music in the existing music marketplace, the motion picture industry is presented with unique foresight into next-generation consumer entertainment. Multimedia-enabled portable devices, digitally formatted television content and downloadable back catalog videos are just a few of the categories that may be mined in anticipation of near-future consumer demand."

Typically among the most frequent digital music downloaders, 18- to 24-year-olds are the most likely to have downloaded a full-length motion picture from the Internet; nearly two-fifths of that age group (37 percent) have done so. Further, 16 percent of that age group downloaded a full-length movie from the Internet within 30 days before responding to the survey. By gender, males are more than twice as likely than females to have acquired a digital motion picture online (26 percent versus 12 percent, respectively).

“While Americans of all ages are increasingly experimenting with downloading music and movies off of the Internet, college-aged males were clearly the primary patrons of early file-sharing networks,” said Kleinschmit. “It follows then that these same individuals would also represent the early and avid adopters of this digital entertainment expansion, given their exposure to this channel of acquisition.”

The recent research also reveals that nearly two-fifths (38 percent) of American downloaders have downloaded a music video from the Internet, and 15 percent of American downloaders acquired a digital video within the past 30 days.

Similar to digital full-length motion picture behaviors, 18- to 24-year-olds and 25- to 34-year-olds are the most likely to have ever downloaded an online digital video (49 percent and 43 percent, respectively). Nearly half (45 percent) of all male American downloaders have taken part in this digital downloading activity, according to the survey.

“Clearly, digitally experienced Americans are beginning to demand increasingly diverse formats of entertainment to be available via the Internet,” added Kleinschmit. “In looking back at the growth of digital music behaviors over the past several years in America, it makes sense that the same individuals who are accustomed to the flexibility and accessibility found in digital music are most likely to now be looking for video-based entertainment as well.”

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