Earlier this week I blogged about how younger consumers are the most likely demographic group to pay to watch TV online. But consumers of all ages have grown comfortable with purchasing content online. Purchases range from music to software to news these days. A new Pew Internet report sheds light on exactly who is buying what type of products online. This information can help marketers determine where to allocate ad budgets.
Pew Internet survey results show that while up to 66% of all online users have purchased online content of some sort, there are clear category favorites:
- Music 33%
- Software 33%
- Apps 22%
- Games 19%
By age, consumers in the 18–29 year old group lead in purchases of these products. However, consumers who are between the ages of 50 and 64 buy online software at a higher rate than consumers between the ages of 18–29. Online men (40%) are also more likely than online women (26%) to purchase software.
Online game vendors are likely to find the best customers in the following demographic groups:
- Non-white 23%
- Ages 18–29 26%
- Some college education 24%
- Household income over 24%
As more media space providers consider erecting pay walls, they’ll be interested to know that 18% of online consumers have paid for news. College graduates (27%) are far more likely than consumers with a high school education (10%) to pay for news. And households with an annual income exceeding $75,000 are also more likely than all other income groups to buy this type of online content.
Pew analysts point out that the typical online content purchaser spends about $10 a month. However, nearly 25% of online users spend between $11 and $30. As consumers continue to spend more time online, these numbers will likely rise. Marketers who understand where their audience is looking for content are likely to profit from well-positioned ad campaigns.[Source: Jansen, Jim. 65% of Internet Users Have Paid for Online Content. Pewinternet.org. 30 Dec. 2010. Web. 21 Jan. 2011]