Internet and Multimedia 10:
The Emerging Digital Consumer
Arbitron/Edison Media Research
Presented by: Bill Rose Vice President and General Manager Arbitron Internet Broadcast Services 142 West 57th Street New York, NY 10019 (212) 887-1327 bill.rose@arbitron.com Joe Lenski Executive Vice President Edison Media Research 6 West Cliff Street Somerville, NJ 08876 (908) 707-4707 jlenski@edisonresearch.com
2003 Arbitron Inc./Edison Media Research
Arbitron/Edison Media Research Internet and Multimedia 10 The Emerging Digital Consumer
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Overview
Welcome to the tenth Arbitron/Edison Media Research Study of consumer use of digital media, the Internet and streaming media, with brand-new data from interviews conducted in January 2003. Arbitron and Edison Media Research have conducted these studies every six months since August of 1998, and they have become widely used sources of information on streaming media, Internet usage and consumer perceptions of media. In this study, we have broadened our exploration to include consumer interest in new digital devices, consumer attitudes about different types of programming and a variety of media, including digital cable and satellite television. In prior studies, the name of our reports began with the word "Internet." With this tenth study, we have renamed the series "Internet and Multimedia," due to our expanded scope of inquiry. We have witnessed explosive growth in consumer use of both the Internet and streaming media (which we are now calling "Internet broadcasting"). Seventy-five percent of Americans now have access to the Internet from any location, compared with just 50% in January 1999. Plus, there have been notable increases in the number of people with access to the Internet among African-Americans and Hispanics. In addition, the group of consumers we have defined as "Streamies"—Internet users who have ever listened to audio or watched video online—continues to grow. During the past two years, the Internet broadcasting industry has faced tough economic times, with the burst of the Internet "bubble" and difficult issues regarding digital rights. Despite these challenges, this study reveals that there has been a dramatic increase in the number of American consumers who use Internet audio and video. As of January 2003, the number of people age 12+ who have ever tried Internet audio or video crossed the 100 million threshold, with an estimated 103 million Americans now having done so. This report outlines key findings detailed in a point-by-point manner and also includes recommendations. In addition, several appendices with detailed data comparisons are included to enhance readers' understanding of how American consumers use the Internet and streaming media.

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