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17 Percent Access Streaming Media 20 Hours or More a Month

(July 16, 2001)
A new survey from MeasureCast, Inc. finds that 17 percent of streaming media users have listened to or watched streaming audio or video 20 hours or more during the past 30 days.

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."

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Related Keywords:MeasureCast, survey, streamies, streaming audio, streaming video, streaming media, digital webcast

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