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17 Percent Access Streaming Media 20 Hours or More a Month(July 16, 2001)
For the survey, MeasureCast randomly selected 250 people from its proprietary panel of more than 50,000 streaming media consumers. More than half the respondents (63%) said they accessed streaming media for more than 30 minutes (30 minutes to 20 hours or more) in the past 30 days. One-fifth (20%) said they accessed streaming media for 5-to-30 minutes during the same period. The survey also reveals that 51% of respondents access streaming media "most often" from their home computers, while 40% do so from work. Nevertheless, weekly MeasureCast on-line listening reports show that even though fewer people access streaming media from work, their listening/viewing of streaming media is more than double that of those that listen from home.
Broadband Access Increasing
60% of respondents said they have broadband access to the Internet, including T1 or T3 lines (22%), cable modems (17.6%), ADSL/DSL (16.4%), and ISDN lines (4.4%). 27% of respondents accessed streaming media with connections of 56K or slower.
While Internet radio fans can choose from thousands of stations, 32% of respondents said they listened to 2-to-3 on-line radio stations in the past 30 days, and 16% said they listened to only one station. Nearly 6% listened to 6-to-10 stations, and 4% listened to 11 or more streaming radio stations.
Streamers Enjoy Their Fast Food
Getting a bit more personal, streaming media consumers said they like to shop on-line and eat fast food. 64% said they made an on-line purchase in the past 30 days, and 85% said they ate at a fast food establishment. 59% of them rented a movie, and 46% downloaded music from the Internet. 25% traveled by plane in the past month, and 88% own cars. As for their 2000 annual household income, 18% said they earned between $50,000 and $74,999. 18 percent earned between $35,000 and $49,000, and 16% brought home between $25,000 and $34,999. At the upper end of the scale, 2% earned between $150,000 and $199,000.
"Our latest survey further highlights the fact that streaming media consumers present advertisers with a devoted, affluent, and educated audience," said MeasureCast CEO Ed Hardy. "Every day more people discover and enjoy streaming video and Internet radio. That's why a growing number of major corporations and advertising agencies consider streaming media an effective advertising medium, and a powerful new way to promote and brand their products."
Related Keywords:MeasureCast, survey, streamies, streaming audio, streaming video, streaming media, digital webcast
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