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 JULY 2008 BEACONNew Study Shows Difference in How Generations Try & Buy Technology
Generation X, Generation Y, and Boomers relate uniquely to technology and media
<July 2, 2008>A new study from Knowledge Networks shows that different generations are experimenting with new video technologies at different rates but that spending on media continues to revolve around current sources such as DVD.
The survey, called How People Use® the Video Marketplace shows, perhaps not surprisingly, that Generation X and Generation Y are much more likely to try out new media such as streaming and mobile video than the Baby Boomers. However, when it comes to spending on video, the differences disappear. | | Generation Y | Generation X | Young Boomers | | (13 - 29) | (30 - 43) | (44 - 54) | | DVD User | 98% | 98% | 88% | | Monthly DVD Buyer | 67% | 71% | 51% | | Monthly DVD Renter | 67% | 65% | 44% | | Streaming Video User | 52% | 37% | 21% | | Monthly Streaming Video Buyer | 3% | 4% | 3% | | Downloaded Video User | 37% | 18% | 11% | | Monthly Downloaded Video Buyer | 2% | 2% | * | | Cellphone Video User | 10% | 2% | 2% | | Monthly Cellphone Video Buyer | 1% | 1% | 1% |
According to the study, monthly video spending breaks down as:
• $13.43 on TV service
• $7.60 for DVD purchases; $5.14 for DVD rental
• 76 cents for VHS rental; $1.85 for VHS purchase
• 61 cents on PPV movies and events
• 44 cents on VOD
• 37 cents on streaming video
• 26 cents on cellphone video
• 25 cents on downloaded video
Says David Tice, Vice President and Group Account Director at Knowledge Networks and Director of The Home Technology Monitor™, “…the growing availability of video in digital forms is impacting peoples’ expectations; we found, for example, that 84% of consumers expect to be able to watch video on the device of their choice. The question is, will consumers be willing to pay for the convenience of access in the digital world?”
For more information, visit Knowledge Networks here... |
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