Today’s Chart of the Day takes a look at digital content purchasing behaviors, one of the trends examined in our new GWI Commerce Flagship Report (get a free summary version here).

Buying physical items via the internet has long been a mainstream activity but it’s now clear that the majority of internet users have taken to purchasing digital content online as well – over half are purchasing some form of digital content each month.

Internet users are most likely to be purchasing music or film/TV downloads online, putting this significantly above figures for paid streaming of this content. While there is certainly no shortage of music or film streamers (2 in 3 streamed music last month and half used a TV/film subscription service), free trials, ad-supported tiers and account sharing all mean that not many are paying for this content.

But there is reason for optimism here; that 16-24s are the most likely to be purchasing streaming content suggests that we will see these figures edge upwards each year.


Written by

Chase Buckle is the Trends Manager at GlobalWebIndex. Chase oversees GlobalWebIndex’s Trends team, who leverage the company’s research studies to unlock the most up-to-date understanding of the modern digital consumer.

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