A survey carried out by HP of over 1000 UK consumers, aged between 16 and 60, appears to reveal that despite the rise of Apple's iTunes and download and streaming services people are still feel attached to physical formats such as CDs and DVDs. While HP found that 86 per cent of the population access some form of digital media, the survey revealed consumers attach very little monetary or emotional value to the digital content they do own.HP found that 68 per cent of consumers still prefer photographs to be physical rather than digital. 64 per cent of those surveyed preferred CDs over MP3s and downloads when purchasing music. 75 per cent preferred DVDs when it came to films, while a massive 95 per cent still prefer reading books traditionally.
While the 16-24 and 25-34 age groups are the most enthusiastic when it comes to digital media, many of them - some 39 per cent - are still purchasing CDs and DVDs alongside digital formats. The move to subscription based models is even more far out, with 73 per cent of the sample saying that they can never see a time when they’d move to a 100 per cent subscription model for their music and films - such as service offered by streaming music service Spotify.
According to HP, research suggests that UK consumers are treating their media collections more as a utility rather than a personal purchase. 71 per cent revealed they have never lost their media library and are not worried about security while 27 per cent put their digital media collection’s value at less than 50. The survey found digital media was generally viewed on a desktop computer with 56 per cent listening or viewing while sat at a desk. Laptops also proved a popular option with 47 viewing, while DVD players took up 28 per cent, MP3 players 25 per cent and mobile phones with 18 per cent. HP found 14 per cent said they did not access any form of digital content.
"In this technologically driven age it is easy to get carried away and think that everybody is embracing digital and leaving physical behind," says Shaun Hobbs, Home Server Manager for HP PSG UK and Ireland. "Our survey shows that this isn’t the case. Britons are on an evolutionary journey with media still being bought on multiple formats and enjoyed using a variety of devices." The survey was commissioned to help promote HP’s MediaSmart Server, which is billed as central 'store' for music, films, pictures and other digital content. "We’re not yet ready to give up the old ways of purchasing media. However, the survey shows that the benefits of being able to access and enjoy a much broader range of content thanks to the Internet are also clearly appreciated. It’s a safe bet to assume attitudes will change to favour digital over physical but at present, we’re happy to have both," Hobbs added.
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