Key Findings

Of those with internet access, almost 1/3 have downloaded or would be interested in downloading music videos from the internet. Yet there has not yet been the proliferation of video download sites that might be expected. iTunes continues to dominate the music download market, recently reaching its billionth download, yet video downloads remain most popular in the sphere of personal video sites such as MySpace and Youtube.

More people would be interested in downloading music videos than news items, movies, sports programmes, comedy sketches, or TV programmes. This is a clear indication that the industry has immense untapped potential. With young people especially interested in downloading (only 14% of 18-24 year olds with internet have not downloaded and will not do so in the future) the video download industry has room to grow and a willing market ready to receive it.

Those from the highest social class (AB) (32%) have downloaded or are interested in downloading music videos to a greater degree than those from the lowest social class (DE) (27%). This is supported by the fact that in the South East, traditionally the most affluent area of the UK, a greater percentage of people have downloaded or would be interested in downloading from the internet.

This encompasses music videos, where 34% from the South East have downloaded / would be interested, compared to only 18% in Wales and the South West, as well as other types of downloadable media (e.g. news items - 31% from the South East compared to 21% from Wales and the South West).

Unsurprisingly it is the younger generation who are the most keen on downloads. Only 14% of those in the 18-24 age range have never downloaded anything and would not do so in future. This is opposed to 48% in the 55-64 age range.