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Based on exclusive new research, this 28 page report reveals the full picture on UK 16-24s and the digital products they buy.
Voxburner sourced 1,420 respondents and surveyed them between 25 September and 18 October 2013. Follow-up interviews were conducted and the report includes comment from marketing professionals.
From streaming services and pay-per-view to apps, in-game purchases, music, film, software and e-books – all digital content is covered.
We explore issues around piracy and ethics, presenting youth consumer attitudes and the ideas that influence them.
This is a critical purchase for anyone selling digital products and will help shape strategy, develop products and create more effective communications. It is available for download only at £495.
Read the full contents and buy the report below.
About this research
1 Spending on digital content [including gender split]
1.01 Spending on digital content in last month
Spend in last month on mp3s
Spend in last month on ebooks
Spend in last month on digital magazines or newspapers
Spend in last month on movies
Spend in last month on audiobooks
Spend in last month on apps
Spend in last month on online courses
Spend in last month on video games
Spend in last month on other software
1.02 Devices used to buy digital content
1.03 Preference for physical products when given choice
1.04 Reason for preferring physical products
1.05 Expected digital purchase behaviour for next 12 months
1.06 Expected increase in purchasing for next 12 months by product
2 Products and services
2.01 Music streaming services used in last month
2.02 Movie and TV streaming services used in last month
2.03 How TV shows are consumed through streaming services
2.04 Interest in and likelihood of purchasing bonus TV or movie content through streaming services
2.05 Attitude to not owning content purchased through streaming services
2.06 Type of platform used to purchase games in last month
2.07 Type of ebooks most often bought
2.08 Type of e-reader device owned
2.09 Attitude to ebook pricing
3 Payment and fulfillment
3.01 Methods used to purchase digital content in last month
3.02 Satisfaction with digital payment options
3.03 Satisfaction with way digital content received
3.04 Experience and interest in using Bitcoin
3.05 Desire to legally share purchased content with friends
4 Piracy: attitudes and behaviour
4.01 Number of respondents’ friends that illegally download content
4.02 Number of respondents’ friends that illegally download content but also buy content
4.03 Reasons young people illegally download content
4.04 Worries about illegally downloading content
4.05 Moral view on illegally downloading content
4.06 Methods used to illegally download content
4.07 Concern about capture and prosecution for illegally downloading content