According to a new survey released by INTENT MediaWorks, seven out of 10 (74 percent) of U.S. Internet users are receptive to viewing advertisements in exchange for free or discounted downloads, while eight out of 10 (83 percent) would have a more positive opinion of advertisers who offered free downloads in exchange for viewing ads. The research, conducted by InfoSurv, Inc., strongly suggests opportunities for reaching Internet users at the point of consumption, by sponsoring free downloads in P2P.

    The survey was commissioned by INTENT MediaWorks, one of the leading distributors of digital media content and advertising via P2P networks and across websites, social networks and other Internet channels, to determine consumer P2P usage patterns and receptivity to advertising-sponsored downloads in P2P. The survey was conducted online among 1,000 Internet users who use various tools to search for, download and share digital media, including P2P file-sharing networks, music download sites, streaming sites and search engines.

    "When consumers search for media files - such as songs, videos or games - in P2P networks, they're looking for instant access to today's most popular titles," said Andy Cooper, co-founder and SVP of INTENT MediaWorks. "When consumers find the files they are looking for, they share files with friends through P2P, personal blog posts, adding the files to their social networking pages, or send them via email, text or IM. If advertisers sponsor that content, their programs can reach consumers across multiple Internet channels from one source."

    P2P User Behavior:
    Only two out of 10 (21 percent) of survey respondents use P2P to obtain "free" downloads, bucking common perceptions that P2P is only about illegal downloading and file-sharing. More than seven out of 10 (78 percent) use file-sharing systems for reasons other than "free" downloads, including:
    -21% because search results are "media only" or P2P provides simpler search experience (don't have to weed through websites)
    -17% to find individual titles versus an entire album
    -13% to find unique or rare content
    -13% to listen or preview an item before purchasing

    "There are currently more than 80 million U.S. Internet users that search and download files from P2P networks each month, 10 million or more at any one time," adds Cooper. "With more than 70 percent of P2P users between the ages of 16 and 34, there is significant opportunity for advertisers to reach teens and young adults through this channel, by providing free or discounted download opportunities for legal, licensed content.

    When it comes to paying for files versus downloading them illegally, more than seven in ten respondents (75%) are willing to pay for content downloaded from P2P networks to own a legal copy of the file (including music, videos and games) - suggesting new opportunities for legal content owners and advertisers alike to distribute and monetize content with P2P.

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