The world has now seen explosive growth and wide adoption of digital media among the masses. The trend has reshaped the media world that we used to know, but not any more.
According to IBM Digital Media Consumer Study - part of a research series that has surveyed nearly 10,000 consumers over the past three years - reveals that digital media use has grown at a staggering pace. The 2010 research - based on input from more than 3,000 consumers across five countries (Australia, Germany, Japan, United Kingdom and the United States) - reveals several interesting findings:
Massive Passives are catching up - Although consumption of digital content is still dominated by the heaviest Internet users - Kool Kids (under age 24) and Gadgetiers (early adopters), the Massive Passives (typically over 45) are now driving the growth in more established digital media service areas.
Mobile is next media battleground - Leading-edge consumer segments are shifting their focus to new services for their mobile and portable devices.
Digital experiences cannibalize traditional channels - Digital media consumption, particularly among younger audiences, often comes at the expense of its traditional counterparts. Unless media and entertainment companies adapt their business models, the revenue impact of this shift could be detrimental. |
