Increasingly, U.S. film lovers are learning about and using Internet-based movie acquisition methods, and a vast number of households already have the technological capability to download movies from their homes, according to new research from global marketing research firm Ipsos-Insight. Additionally, the study, called MOTION, reported strong home theater ownership and a growing number of consumers who own vehicle-based DVD players.
In late 2004, findings from MOTION — the company’s biannual shared-cost research program tracking consumers’ traditional and digital movie viewing behaviors and attitudes — found that 47 percent of Americans aged 12 and older knew about downloading a full-length motion picture from the Internet. As of the first quarter in 2005, that number had grown to 53 percent, which suggests a growing consumer orientation toward alternative movie acquisition methods, according to Ipsos-Insight.
Other findings include:
- Younger males continue to be lead users with older segments demonstrating greater awareness than before;
- Americans are increasingly surrounding themselves with movie-related technologies in their homes;
- One in three Americans own a home theater system with DVD players and TV sets already having reached critical mass;
- One in four Americans own a DVD recorder;
- 16 percent of Americans own a DVD player in their car.
Ipsos-Insight polled 1117 respondents aged 12 and over between April 26 and May 1, 2005 for the Motion study. There is a 95 percent certainty that the results of Motion are accurate to within +/- 2.93 percent, according to the researcher.
For more information, visit www.ipsos-insight.com/industryfocus/techandcomm/motion.aspx.
