Content Consumer Portrait

    The events related to caused another wave of discussions about whether or not to buy licensed content and what life will be like without torrents. Very timely, Profi Online Research published the results of a study of content consumers - it turned out that our Internet users can buy licensed content - but are afraid. And besides, most support free distribution.

    In the course of the study, the opinions of 1,200 Internet users living in large cities of Russia (study time: June 2010, Geography: 13 Russian cities with population over one million, Method: Online survey. General sample: 1,200 respondents aged 21-40 years .), it turned out that more than half of them at least once resorted to downloading / viewing music / video content, paid social networking services, games, listening to the radio, reading books and news.

    Online television is also gaining widespread acceptance. About 42% of respondents said that at least once resorted to watching TV channels through the Web. In the past few years, this has become possible in our country thanks to the rapid development of technologies that enable operators to provide customers with access to high-speed Internet.

    The data analysis also showed that there are more respondents in the capital who use music and radio content than in the regions. So in Moscow on-line, 84% of the study participants listen and download music, while on the periphery only 76%; Radio - 63% versus 50%, respectively. Most likely, this is due to the data transfer rate, which is usually higher in the metropolitan metropolis, which allows you to play or download music content much more quickly and in better quality. We also note that representatives of the youth audience of Moscow aged 21-25 years are much more active than their peers from the regions resorting to the use of music and video content (cf. 86% versus 69% and 78% versus 76%, respectively). Moreover, young people from the capital use various social networks more (cf .:

    Analyzing the use of Internet content depending on the gender of the study participants, the experts concluded that the male audience is very active in downloading Internet content, especially listening to the radio and watching / downloading videos.

    The data obtained showed that only one in ten participants in the study uses paid content constantly, and their share of women was more than half that of men (6% versus 14%, respectively). Another half of the study participants noted that they rarely resort to the use of paid Online content.

    The analysis showed that in the 21-25 age group, half do not go to paid Online content, while among the representatives of the older age group (26-30 years old) there were fewer such people - about 1/3. This suggests that with age, people become more demanding on the quality of information received and are willing to pay for it.

    There are three main reasons for not using paid Internet content, most explain their behavior by not wanting to give money for what can be obtained, albeit of inferior quality, but for free (72%); another half are afraid of being deceived by "virtual" scammers, therefore they do not send SMS required for payment; The third most popular reason for refusing paid content was the fear of spending money and receiving low-quality information (44%). It is interesting to note that women had more doubts about the quality of the content than men. In most cases, they tend to look for free resources (cf.: 75% versus 68%) and are more afraid of not getting what they expected after payment (cf.: 49% versus 39%)

    Among the selected age groups, people aged 21-25 are more afraid of being cheated by scammers when making SMS payments (56%), as well as getting low-quality content as a result (51%). We add that, as it turned out during the analysis of the data, half of the respondents from the regions do not use paid Internet content because they fear receiving it in inadequate quality. In Moscow, the share of such respondents is much smaller - about 1/3.

    During the study, Profi Online Research experts also found out from respondents their opinion regarding the observance of the rights of owners of exclusive rights to music, video and other information on the Web. To this end, the study participants offered their alternative to the Torrent file-sharing service known in Runet, where it was possible to download the necessary content for free. It turned out that only 18% of the study participants approved the existing model of raising money for licensed content, based on payment for downloading information or providing access to it, but with the proviso that the price for Internet users should be acceptable and the payment methods convenient. The vast majority (79%) spoke in favor of free licensed content,

    Thus, the market for paid Internet content can develop under the conditions of ensuring the security of the payment process, as well as the transparency of the system of guaranteeing the quality of downloaded information (for example, the possibility of a refund or to verify the quality of the information before the transaction). However, at this stage, copyright holders and Internet users have different points of view on how the sale of information on the Web should be organized.

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