Arbitron and Edison Media Research have joined forces once again, this time for a study on Americans' growing use of so-called "on-demand" media devices such as TiVo/DVRs, iPods and other portable MP3 players.
The study, titled Internet And Multimedia 2005: The On-Demand Media Consumer, concludes that an estimated 27 million of us own one or more on-demand media devices (TiVoŽ/DVR, iPod or other portable MP3 player) and also "exhibit multiple behaviors that show a heavy tendency toward an on-demand media lifestyle."
Specifically, the study found that 27 percent of 12- to 17- year olds own an iPod or other portable MP3 player; an estimated 43 million Americans choose to record TV programming to watch at a different time (using technology such as a VCR or TiVo/DVR); and 67 percent of consumers own at least one DVD. Additionally, 39 percent own 20 or more DVDs in their personal collection.
The study also found that awareness of XM Satellite Radio has tripled since 2002, from 17 percent to 50 percent, while awareness of Sirius Satellite Radio has increased even more significantly, from eight percent to 54 percent.
Download the complete results of the study for free at www.arbitron.com or www.edisonmediaresearch.com.
