While portals, networks and other content providers devise video-delivery options ranging from ad-supported to pay-per-download, research suggests too many options exist for the consumer. Ipsos Insight released a report titled "More Evolution Than Revolution: Most Consumers Ambivalent About Digital Video Choices" analyzes digital formats, while a second report, "The Future of Portable Entertainment Devices," released by the Consumer Electronics Association CEA finds a demand for portable devices with video capabilities.
The first study finds new digital video formats are considered by consumers as additions, not replacements, for what they're already using to view content. Delivery methods considered range from music on CD and video on DVD to ad-supported and pay-per-download formats on the Web.
As new formats are introduced by content publishers, consumers continue with old delivery methods when available. Twenty-four percent watch movies they own on DVD, and 19 percent rent DVDs for viewing. Watching movies on premium channels like HBO or Showtime, and watching at a movie theater are delivery methods for 14 percent of respondents. Pay-per-view (8 percent); video downloaded to an iPod or other portable media device (6 percent) and watching movies online (7 percent) rank lower among consumers.
"It's pretty clear to us that most consumers lean toward the path of least resistance -- involving the smallest amount of learning and behavior change," said Todd Board, SVP of Ipsos Insights Technology & Communication.
The first study finds new digital video formats are considered by consumers as additions, not replacements, for what they're already using to view content. Delivery methods considered range from music on CD and video on DVD to ad-supported and pay-per-download formats on the Web.
As new formats are introduced by content publishers, consumers continue with old delivery methods when available. Twenty-four percent watch movies they own on DVD, and 19 percent rent DVDs for viewing. Watching movies on premium channels like HBO or Showtime, and watching at a movie theater are delivery methods for 14 percent of respondents. Pay-per-view (8 percent); video downloaded to an iPod or other portable media device (6 percent) and watching movies online (7 percent) rank lower among consumers.
"It's pretty clear to us that most consumers lean toward the path of least resistance -- involving the smallest amount of learning and behavior change," said Todd Board, SVP of Ipsos Insights Technology & Communication.
Too Many Digital Video Delivery Options: "Too Many Digital Video Delivery Options"