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Key Findings
71% of interviewees who had internet access (79% of males, 63% of females) showed an interest in downloading, both in terms of the present and the future. A higher percentage of people were interested in downloading music videos (31%), than movies (24%), TV programmes (19%), comedy sketches (18%) or sports programmes (14%).
The remainder of the questions were asked to the 71% of respondents who download or would download (unless stated).
39% of people have been prevented or limited from downloading by the quality of downloads. Other people have been held back by the fact that there are limited platforms for viewing content (35%), that downloading videos is no cheaper than buying the hard copy (33%), that there is not enough content available to select from (33%) and that people are concerned about deleting or losing downloaded content (31%).
41% of respondents would be willing to pay £2-£5 to download a movie that could be kept permanently, however 24% would pay nothing.
24% of people prefer buy-to-own movies (rising to almost 1/3 in the 18-24 age category), yet 36% would prefer an all inclusive monthly fee with unlimited viewing (almost ½ in 18-24 age category). 28% would only be willing to pay less than £10/month for the monthly subscription, whilst 40% would be willing to pay above £10.
Of all the respondents with internet who download or would download, 85% would buy movies or other visual media ownloaded from the internet.
Almost the same number of people would like to view downloaded movies on a PC (81%) as a TV (83%). However, only 21% said they would like to watch downloaded movies on a mobile phone.
Two-thirds of people said that the concept of digital TV integrated with broadband would appeal to them. The age category 35-44 was particularly interested in this concept, appealing to 71%.
59% of people are aware that iTunes and iPods are mutually exclusive, with the younger generation (ages 18-34) particularly clued up about this issue (75% awareness). 58% of respondents think that this is bad for the consumer (55% of 18-24 year olds).
Over 2/3 of people agreed / strongly agreed that within three years it would be standard to download music and movies over the internet rather than buy them from the high street. Only 8% strongly disagreed.
When asked about the major benefits of downloading music, movies and other items off the internet, 34% (the highest percentage) said that delivering a true on-demand offering was the most important.
30% of people downloaded from licensed download sites such as iTunes, whilst 26% of people download from free download sites. High-street retailers have yet to fully make their presence felt on-line with only 16% downloading from their sites.
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