Consumers Are More Excited About Content Than Devices

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Recent Chadwick Martin Bailey Research Shows Twice as Many Consumers Are Excited About Movie Rentals over the Internet Than the iPad or Droid Phones

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When it comes to the technology trends consumers are most excited about, online content delivery ranks at the top of the list. A recent study from Chadwick Martin Bailey asked over 1,200 US consumers ages 18-65 which of the recently hyped technologies they are most excited about. Topping the list was movie rentals via the internet with 29% of consumers being “extremely excited” by this. Having the ability to surf the web via TV also came in high in relative terms at 26%.

Chris Neal, vice president of Chadwick Martin Bailey’s technology practice comments, “After many years of media hype and false starts, we’re finally starting to see the concept of accessing feature-length films and TV shows through the internet cross the chasm into the mainstream. Industry developments like increasingly fast and ubiquitous broadband access, Netflix’s shift to online movie rentals, TV networks making more shows available on their websites, online video services like Hulu, growth in iTunes video downloads and massive peer-to-peer video sharing through social networks are all helping to break down the mental divide between a TV screen and the internet.”

The second highest excitement ranking (26%) was the possibility of the iPhone being available on a mobile carrier other than AT&T. Considering this research was conducted prior to the announcement that AT&T Wireless has the exclusive iPhone contract until 2012, it is interesting to note that 30% of consumers in this study said they are highly to moderately likely to switch carriers to get a device their current carrier does not offer.

Even with all the media attention and sizable advertising campaigns around Android based phones (15%) and the iPad (16%), excitement for these two devices ranked lowest on the list. It’s clear for most consumers that content delivery is more exciting than the device the content is delivered on.

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Honomichl Top 50 ranked custom market research and consulting firm working with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables.

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Kristen Garvey
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