This one seems to be a no-brainer. According to a new study by ABI Research, age plays a part in how viewers access their video content. “The willingness to adopt new forms of
entertainment delivery is in many cases determined by the age of the
consumer,” says ABI Research principal analyst
Steve Wilson. “That means that market growth
is simply a matter of time."
Some of the results, though, were surprising. While game consoles stayed flat in the 18- to 25-year-old segment, it grew over 200% in the over-65 market. Grandma's gettin' down with her PS3.
All ages are using DVR's, but 65% of those over 65 have not used Video On Demand. What's interesting, however: Those who have tried VOD continue to use it. Obviously, this means you just have to expose the older generation to the technology, and they'll jump right in.
Keep reading to see all of the study results.
Game consoles: Penetration in the 18-25 year old segment showed
no gain over last year, whereas penetration in the 65+ segment grew
more than 200%.
DVR ownership: Is up uniformly across all age groups. The
technology has been available for some time and has permeated the mass
market.
Video on Demand: 65% of the respondents over 65 have never used
VOD, while only 30% of those in the 25-29 age range haven’t.
However, 40-50% of those who have tried it continue use it at least
once a month regardless of age. Says Wilson, “The
first key to VOD success appears simple: get consumers to try the
service.”
Internet downloads: Downloading is only really popular with
consumers under 30. Wilson: “The lack of
wide video download popularity in all but the youngest group can very
likely be attributed to inconsistencies in the process, a result of
the industry’s immaturity.”
Video cell phone usage: Consumers in their 30s are four times
more likely to have watched video on their handset than those in their
50s. The wealthy, willing to pay the extra costs, are much more likely
to watch video on their handsets than the less affluent.
I want to see a study on exactly what games those 65+ folks are playing! —Leslie Shapiro
Business Wire
