VOD User Profile

Scarborough Research released a report on VOD Users. The analysis found that today's VOD Users hail from upscale, young families and that across the US 7% of consumers live in a household that used VOD during the past month. Here a general profile of the current VOD user:

27% more likely than all consumers to be ages 18-24
20% more likely to have two or more children in the household
27% more likely than all consumers to be African-American
Two times as likely to have an annual household income of 150k+
50% more likely to spend 20 or more hours online weekly
27% more likely to cite reality programs as a TV genre that they typically watch
24% more likely to tune in to music
22% more likely to watch News magazines
21% more likely to watch science fiction
18% more likely to watch dramas

"Consumer usage of VOD services is gaining momentum across the country and marketers are seeking ways to use it to their advantage," said Carol Edwards, vice president, cable services, Scarborough Research and Arbitron. "As VOD providers seek to broaden their distribution of services and present this as a new advertising platform, understanding VOD users' lifestyles, demographics, television viewing habits, and spending patterns, will enable them to enhance their offering for the consumer and for the advertiser."