Frank N. Magid Associates (2009)
|Frank N. Magid Associates (2009)
|Introducing Hollywood’s best customers: Vuze user vs general internet: Comparative data
|Frank N. Magid Associates
|Frank, N. Magid Associates. 2009. Introducing Hollywood’s best customers: Vuze user vs. general internet: Comparative data.
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|About the Data
|The study uses data obtained from a single data intercept, face to face questionnaire survey. The data of Vuze users was collected from a U.S. national intercept sample of men and women (N=693). The General Internet user data was a U.S. national sample of men and women (N=606). All respondents required to be 18-44 years of age and access the Internet at least once a week. Margin of error +/- 4.1% on total sample comparisons at 95 percent confidence level.
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Vuze Bittorrent Client is a file sharing end-to-end software application. This report examines the demographic, spending and behavioural patterns of the Vuze user in comparison with with those of the general internet user across a range of platform technologies. Comparative conclusions are reached across various datasets, including: demographic profiles, spending power, spending patterns, propensity for consumption of certain media, behavioural tendencies and the ability of Vuze users to influence the behaviour of others. The Vuze audience profile is slightly younger than that of the general internet, but still has an equal share of high income households.￼ Vuze users are also leading the way in consuming and adopting new media technologies across multiple platforms. Furthermore, it is concluded that Vuze users lead opinion formation on technology and have the power to disseminate same across large social circles.
Main Results of the Study
The demographic, behavioural and spending patterns of users of file sharing application Vuze show a significant extent of disparity when compared to those of the general internet user. The profile variables chosen by the study reveal a significant relationship contrast between the two groups, with the Vuze audience having a propensity for consumption of online media and the acquisition of new media technologies. The results of the study showed that the Vuze audience:
- Skews slightly younger than the general internet, but still has an equal share of high income households;
- Purchase more movie tickets, DVDs, and rentals than general internet users;
- Are early adopters of new technology;
- Tend to spend on HDTVs, newer and more expensive computers with bigger screens, and the latest device technology;
- Spend more time watching online video;
- Are more socially connected;
- Are at the forefront of new technology purchases;
- Influence the purchasing decisions of the general internet user.
Policy Implications as Stated By Author
Vuze users can be described as Hollwood's best customers because they lead the way in multi-platform video consumption and are early adopters of new, high-end video technologies. Because they are predominantly opinion leaders with the benefit of large social circles, Vuze users also have the power to change the embedded behavioural norms of the general internet user so as to influence their purchasing decisions.
Coverage of Study
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