Americans spend a significant amount of their media budget simply for access to content, according to Forrester. Their typical monthly media bill $96.84 — and $75.04 (or 77%) is for access to content. [Note: These totals are weighted based on the proportion of households using the services listed below.]
For content, they spend:
• $5.58 to subscribe to magazines (72% of Americans do so);
• $13.75 to subscribe to newspapers (57%);
• $11.04 on CDs (23%);
• $16.00 to watch a movie in a theater (21%);
• $4.99 to rent DVDs (18%);
• $12.00 to buy DVDs (18%); and
• $4.99 for video-on-demand (7%).
For access to content, they spend:
• $56.00 for pay TV services (86% of Americans do so);
• $26.00 for Internet access (76%);
• $3.37 to download music (19%);
• $30.00 for a wireless data plan on their cell phone (19%);
• $9.99 to subscribe to Netflix (10%); and
• $6.99 to subscribe to a gaming service (6%).
Even if one argues against how Forrester categorizes spending — that downloading music belongs in the “content” category or that renting DVDs belongs in the “access” category — it is clear that the majority of consumer spending on media is for access to content rather than for ownership. [Consumer Spending & Attitudes, Mass Media]
Source: “Consumer Technographics Survey,” Forrester, James McQuivey, Analyst, 400 Technology Sq., Cambridge, MA 02139; 617-613-6000; jmcquivey@forrester.com; www.forrester.com. Price: Call for information.
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.