December 7, 2006, 12:00 AM

More adults becoming online media consumers

46% of online adults in the U.S. listen to, watch or seek to download online media, and 58% of that group have purchased or tried to purchase some type of media online, says a new report from iCrossing Inc. and Harris Interactive.

Kurt Peters

Executive Editor

 

The consumption of media on the Internet is becoming increasingly widespread among online adults, according to a new report from iCrossing Inc. and Harris Interactive.

The study-based on a June 2006 survey-found that 46% of online adults in the U.S. listen to, watch or seek to download online media, and 58% of that group have either purchased or tried to purchase some type of media online.

Music is the most popular type of media among online adults at 33%, but video came in a close second at 31%, according to the report. Video is defined as the aggregate of movies, clips, television shows and live/recorded sporting events.

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, the study also found.

Men are more likely than women to have used online music or videos or sought them to download, according to the report. 44% of men were more likely to have purchased or attempted to purchase music online versus 36% of women, and 7% of men were more likely to have bought or attempted to buy TV shows versus 4% of women.

However, more women (26%) than men (15%) purchased or attempted to purchase ring tones online, the study found.

Although going directly to a specific web site was the chief method for finding music (70%), movies (62%) and ring tones (52%) to purchase online, search also plays a strong role for consumers of online media, according to the report. 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 and 47% of ring tone purchasers.

The study-“How America Searches Online Media”-is based on an online survey of 2,126 U.S. adults between June 28 and 30 by Harris Interactive.

 

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