Consumers’ Desire for a Single Digital Library Grows As Shoppers Continue Buying in Multiple Places

Port Washington, NY, May 3, 2016 – As buying digital movies and TV episodes becomes more common, The NPD Group’s latest Digital Video Acquisition Monitor (UltraViolet) report shows a growing interest in having digital content in one place.

Two out of three digital video buyers feel that storing digital purchases in a single location is “very” or “somewhat important”.  A single digital library has grown five points in importance vs. one year ago, with being able to add to an UltraViolet library having grown at twice that rate --up 10 points, and faster than other digital formats.

“As consumers purchase more digital content and physical-digital combo packs, the convenience and thus the importance of being able to store their digital purchases in one place will continue to grow,” said NPD’s entertainment industry analyst, Vincent Moy. “This is where services such as UltraViolet can help to streamline the process; consumers can access their movies and TV shows from one site, regardless of where they bought it.”

Portability is also a key motivator for those buying digital media. In fact, three out of four UltraViolet users (73 percent) cite the ability to download/watch anywhere/from any device as a motivator for using the service.

“With consumers often on-the-go, and with multiple devices at our fingertips, portability is key,” said Moy. “Having one digital locker with a single username and password helps consumers quickly get to their content when shopping and watching”.

 

Methodology

The report summarizes key findings from a 10,963 UltraViolet-respondent survey conducted from January 20 – February 18, 2016. Additionally, data was collected from 10,143 respondents from NPD’s online survey panel, weighted to represent the U.S. population age 18+.


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megan.scott@npd.com

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