A recent study by Arbitron NewMedia and Northstar Interactive indicates that the rate at which streaming media audiences interact with online information and advertising is surprisingly high.
According to the report, which was released at Streaming Media East, nearly 70 percent of online audiences click for content information and almost 60 percent click through for advertiser information while tuned to streaming media programming. The study also reveals that 49 percent the Webcast audience buys advertised products online and that 44 percent click on ads.
"For Webcast tuners, advertising is not a dirty word." said Greg Verdino, vice president/general manager, Internet Information Services, Arbitron NewMedia. "Television and radio stations streaming live programming have created a perfect environment for high impact media advertising and a new, growing e-commerce platform for Internet retailers."
Additional Findings:
- Most users (63 percent) are tuning in from home.
- Audio-cast audiences generally listen online at east once a week and more than one-third listen daily. Seventy-seven percent of them prefer a music format while 64 percent tune into news coverage. The frequency at which they tune in is also expected to rise significantly.
- With news coverage as the most popular content, streaming video audiences share many of the same preferences as audio audience. Nearly three-quarters of the people surveyed spent up to 30 minutes a week watching streaming video.
- Three-quarters of Webcast users said they would increase their tuning to streaming media programs if a portable device were made available.
Arbitron NewMedia, which has conducted ongoing Internet studies since 1998, provides survey research, consulting and methodological services to the Internet, cable, direct broadcast satellite, telecommunications, and new media industries.
The findings for this study are for a June 1999 Web-based survey conducted by Northstar Interactive, an Arbitron NewMedia company. Northstar Interactive canvassed a total of 1,527 Internet Webcast users through random intercepts at the broadcast.com and Vtuner.com web sites.
For more information, visit http://www.arbitron.com.