KMPG rapport reveals we want more and we want it now

… and apparently we are even willing to pay for it according to this rapport on the rising demand of digital media on the move.

David Elms Head of media sector for KMPG said;

Whilst the appetite to pay for web content is moving slowly, the pace of spending money to download content on mobile devices is moving much more quickly, particularly in the crucial 18-34 demographic. A key question is whether consumers, increasingly used to paying for premium content on their mobiles and tablets, will become more willing to pay for online content to their desktop – but, at the moment, it is too early to identify any discernible trends.

The rise of the smartphone and tablet, particularly among the key 18-34 demographic, highlights the potential for mobile advertising to this elusive audience. The potential for mobile advertising has been recognised for some time and that potential may now be on the cusp of being realised.

Whilst the availability of tablets and smartphones is providing consumers with wider access to media, the gap between the time spent on new media and traditional activities has not narrowed over the past year. In fact, traditional media still remains more popular particularly reading books (68 percent) and watching TV (93 percent).

Over the past year traditional media has held up well, and despite the ever growing availability of online media, consumers still expect and consume both.  This has led to a mixed ecology, with people accessing content in the traditional way and online.  The popularity of consuming media in the traditional way remains very resilient.

One thing for sure is that we are consuming more media then ever before:

The survey asked consumers about their consumption habits and preferences across all types of media including, publishing, broadcast, music, gaming, etc. Key findings from the survey showed:

Smartphone & Apps 

More than a quarter (27 percent) owned a Smartphone – this rose to 44 percent and 43 percent amongst the 18-24s and 25-34s respectively.

Ownership was highest in London (33 percent) and the South East (32 percent), and lowest in the South West (16 percent).

Four-fifths (80 percent) had used their Smartphone for surfing the net. One-in-ten (ten percent) had read an eBook on their phone.

Three quarters (74 percent) of Smartphone users had downloaded ‘apps’ during the past 12 months.

Over a third (35 percent) had downloaded paid apps during this period.

Amongst those who had downloaded paid apps, one-in-ten had spent in excess of £10.


One-in-fifty (two percent) indicated they owned a tablet.

Amongst tablet owners, half (48 percent) had used the device for surfing the net.

A quarter (25 percent) had used it for watching TV/video clips and one-in-fifteen (seven percent) had used it for online gambling.

Owners were twice as likely to have used their tablet for downloading free music (six percent) compared with paid music (three percent).

Paywalls & Subscriptions  

Subscribers most commonly paid for music (23 percent), online gaming (21 percent), business news/analysis (19 percent), online newspapers/magazines (19 percent) and TV (19 percent).

Consumers who did not currently pay for online content were asked whether they thought they would become a paid subscriber over the coming 12 months.  In total, nine per cent indicated they would possibly become a paid subscriber.

Only 2 percent would be prepared to pay for unrestricted access to a website they use regularly if a paywall were introduced.  79 percent would seek similar content elsewhere.

Newspapers, books and print magazines 

86 percent of consumers said they preferred to consume media offline rather than online. The most popular reason was a preference to reading physical copies.

Women were more likely to have read a book or magazine during the past month.

Amongst those who had engaged in new media activities, the highest mean spend was on digital books, with 22 per cent of those spending more than £5.

Over the past 6 months there had been a minor increase in the proportion reading digital books.

Press release KMPG


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