Advanced Television

Consumers want option to sell-on digital content

May 2, 2013

Over half of UK and US consumers would like to have the option to sell-on the digital content they have purchased, and 14 per cent and 15 per cent respectively believe it’s legal to do so, according to the Digital Generation Report, commissioned by WorldPay.

The Digital Generation report surveyed over 3,000 consumers who have purchased digital content online in the last 12 months in the UK and the US to identify today’s Digital Generation, and their behaviours and preferences now compared to 2007.

The research found a demand among consumers to have the option to recycle, part-exchange or access content across other devices they use, and confusion that exists regarding the ownership rights over content they have purchased. A third of US consumers and one in four UK consumers believe they can legally pass on their digital goods to a friend or loved one, while 18 per cent and 16 per cent respectively believe they can part-exchange in return for new content.

Key findings from the Digital Generation Report:
– Digital lifetime – In the US, the average digital consumer in their lifetime purchases 95 tracks of music, 32 films, 14 TV programmes, 19 eBooks, 22 games, 25 software files, 15 Apps and 6 downloadable magazines or newspaper issues. In comparison, in the UK the average digital consumer purchases 91 tracks of music, 6 films, 3 TV programmes, 15 eBooks, 9 games, 8 software files, 12 Apps and 2 downloadable magazines or newspaper issues

– The cool kids – 24 per cent of US consumers and 17 per cent of UK admit they buy certain digital products to make them look ‘cool’
– Penny-pinchers – 43 per cent of US consumers and 42 per cent of UK think that digital products cost too much. However, 75 per cent of US respondents and 70 per cent UK expect they will buy more digital products in the future than now
– Subscription services – US consumers are more likely to use subscription-based services for digital content – 29 per cent for films; 25 per cent for TV programmes – whereby they pay for ‘all you can eat’. In the UK, the number of consumers that use subscription models to pay for goods is lower (16 per cent for TV programmes)
– Device ownership: then and now – In 2007, 19 per cent of UK and 22 per cent of US consumers owned a smartphone, this has risen to 66 per cent in the UK and 60 per cent in the US. 72 per cent of UK consumers own a laptop now compared to 49 per cent in 2007
Purchasing via a device – In the US and the UK, laptops are the primary device used to make purchases (32 per cent and 33 per cent respectively); followed by smartphones (25 per cent in the UK and 27 per cent in the US)
– Frequency of access – 10 per cent of consumers in the UK purchase both music and Apps once a week or more often, and over a third purchase both types of content at least once a month. In the US, 19 per cent purchase music and 16 per cent Apps once a week or more often; this rises to 33 per cent and 30 per cent at least once a month

Phillip McGriskin, chief product officer, WorldPay comments: “Since 2007 the consumption of digital content has changed dramatically, and the rise in device ownership enables all types of content and services to be available anytime, anywhere. As consumers purchase more types of digital content they are increasingly demanding the options to recycle, share or part-exchange as they have become accustomed to with physical products. Confusion also exists around what consumers are legally allowed to do with the content they have purchased. It therefore presents a need to clarify the boundaries of content ownership and possibly offer consumers the opportunity to purchase these rights. These evolving demands will shape the digital industry and the way content and services are consumed and purchased in the future.”

Categories: Articles, Consumer Behaviour, Content, Research