According to the results of a new study released this morning by the IBM Institute for Business Value, most forms of digital content services—especially mobile content, social networks, and desktop online video—are experiencing double the growth rates of just one year ago, reports MediaPost.
“The study, an online survey conducted during the third quarter of 2008 among more than 2,800 people in six countries, found that social networking penetration now stands at 60% of respondents, while 40% have Internet data plans on their mobile services,” the report said. “Equally significantly, the IBM study also found that respondents prefer ad-supported models for accessing digital content services at a rate of ‘three-to-one’ vs. consumer-paid models, presenting a distinct opportunity for advertisers,” which directly counters the findings we reported earlier from one analyst about ad-supported video (although in a more general context).
“Last year’s study showed the decline of TV as the primary media device,” the report said. “This year’s study found large scale adoption and usage of digital content services accessed via the PC and mobile phone.” Check out the full story for more details.