In the shadow of ongoing high-profile media attention surrounding the digital music marketplace, American downloaders have quietly expanded their once music-centric digital behaviors to an increasingly comprehensive digital entertainment portfolio, according to recently released data from global marketing research firm Ipsos-Insight. New findings from TEMPO, Ipsos-Insight’s quarterly study of digital music behaviors, reveal that in late 2003, more than one-fifth (21%) of American downloaders aged 12 and older had downloaded a full-length motion picture off of the Internet. Further, nearly one out of ten (9%) did so within the 30 days previous to the survey.
“These data are evidence that American downloading behaviors are expanding beyond music and moving towards broader digital entertainment acquisition and consumption behaviors,” said Matt Kleinschmit, a senior analyst with Ipsos-Insight’s technology and communications practice, and author of TEMPO. “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 a unique foresight into next-generation consumer entertainment. Multimedia-enabled portable devices, digitally formatted television content, and downloadable back catalogue videos are just a few of the categories that may be mined in anticipation of near-future consumer demand.” Demographically, 18- to 24-year-olds, traditionally among the most avid digital music downloaders, are the most likely to have downloaded a full-length motion picture off of the Internet; nearly two-fifths (37%) have taken part. Further, 16% of this age group have downloaded a full-length movie off of the Internet within the past 30 days. By gender, males are more than twice as likely than females to have acquired a digital motion picture online (26% versus 12%, respectively).
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