STREAMING AUDIO/VIDEO USERS SPEND UP TO 67 PERCENT MORE TIME ON INTERNET

Nearly half of teens are "streamies"; symbiosis of medium, time online suggests opportunity for advertisers

Cranford, NJ; April 30, 2007: Data from Knowledge Networks/SRI's MultiMedia Mentor™ – the definitive resource for allocating eight media to reach consumer targets with maximum efficiency – indicates that regular users of streaming audio and video in key age groups spend up to 67% more time online than average Internet users.

Comparing those who use audio/video online streaming at least once a week ("streamies") to all past-month Web users, MultiMedia Mentor found that:

• Teen "streamies" (ages 12 to 17) spend 28% more time on the Internet
• Young adult streamies (ages 18 to 34) spend 41% more time on the Internet
• Adult streamies (ages 35 to 64) spend 67% more time on the Internet

MultiMedia Mentor also found that 42% of teens (ages 12 to 17) view streaming audio or video on their computers at least once a week – the definition of a "streamie." Adults ages 18 to 34 also are more regularly seeking out audio/video streaming, with 26% qualifying as "streamies"; among those 35 to 64, the proportion of streamies is 16%.

The research also shows that, in the 18-to-34 and 35-to-64 age groups, men are twice as likely as women to be regular users of streaming video (see table below); but among teens, girls are as likely to be streamies as boys.

Table 1: Percent of Sex/Age Groups Who Are "Streamies" (Use Streaming Audio/Video Online Weekly) Age group Boys/Men Girls/Women 12 to 17 43% 40% 18 to 34 36% 16% 35 to 64 21% 11%

Collected in the spring and fall of 2006, the data represents the first MultiMedia Mentor measurement of teen and adult audio/video streaming viewing habits. MultiMedia Mentor has been measuring use of television, radio, newspapers, magazines and the Internet since 2000; cinema advertising since 2002; and Yellow Pages and videogames since 2003.

"Like the adoption of broadband, frequent use of steaming audio and video represents a watershed moment for marketers who are searching for new ways to reach their audiences," said Robert DeFelice, Vice President at Knowledge Networks/SRI. "Streaming online media are clearly associated with a greater reliance on the Internet for entertainment and information, which leads to more time devoted to the medium. The fact that ‘streamies' often belong to such desirable ad targets as teens and young adults suggests the value of a sophisticated marketing approach in this medium."

MultiMedia Mentor™ is the high-quality resource for analyzing media consumption patterns and allocating media expenditures at a strategic level. Since 2000, it has been providing a single-source measurement of all of today's key media; subscribers access this information via exclusive software that also allows analysis according to demographic and product-use breaks and dozens of other variables.

MultiMedia Mentor provides marketers with information such as:

• What media are being used and when
• The interactions of media in everyday multitasking – combinations of media being used simultaneously (for general audiences and client target audiences) and which media have "share of mind," a critical element of engagement
• Demographics, product usage and brand-level ownership and usage among media users, allowing measurement of consumption among core audiences

For more information about Multimedia Mentor™, click here.

Knowledge Networks delivers extraordinary quality and service – superior methodologies, design, and analysis, as well as a commitment to close collaboration at every stage of the research process.  The result is a deeper, more actionable understanding of consumers and sound business decisions. KN's unmatched consumer research resources include the only probability-based, Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.

In 2001, Knowledge Networks acquired assets and expertise from Statistical Research, creating Knowledge Networks/SRI. KN/SRI is one of the country's leading authorities on consumers' use and ownership of media and technology. The company is the leading measurement provider for Yellow Pages directories; other specialties include cross-media allocation (MultiMedia Mentor™) and studies of consumers' interactions with media (How People Use® research).