Arbitron just released a study showing that the desire by consumers to interact and use video-on-demand has exploded over the last year! For 2005 the preference for on-demand consumption was at 27 million. This year it has surged to 51 million Americans prefering on-demand offerings and services.
"Internet and Multimedia 2006: On-Demand Media Explodes," the name of the study shows that the demand is being led by youth, which is no surprise. They say that 22% of the population in general owns MP3 players, whereas that grows to 42 percent in the 12- to 17-year-old group.
In reference to radio, they reveal that only 12 percent of Americans over 12 have listened to radio on the Internet, and falls quickly with age. It does go a little higher with the 18-34 age group where it reaches 19 percent.
This study reveals that the Internet is affecting things differently depending upon the media. In the area of radio, the Internet isn't really providing much competition or impact upon old radio. In reference to television it has a huge impact. In a second study they found out that if an American user had to choose, 40 percent would take the Internet over TV as their choice of media.
These figures will only increase. I think that within two years they could possibly reach up to 60 to 70 percent preference. An extraordinary, quick growth and change.
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