Trends Report

What, If Anything, Can You Do About Digital Holdouts Among Media Fans?

April 7th, 2010
SG
Sonal Gandhi
With contributors:
Mark Mulligan , Laura Wiramihardja , Annie E. Corbett

Summary

Not all ardent fans of traditional media also enjoy it digitally. The reasons for and the extent of digital non-adoption varies by the type of media. While a passive approach to these fans' digital conversion seems like a good idea at first glance, there are risks involved in doing nothing. New devices present new opportunities to bring these traditional fans into the digital fold without losing out on their high average revenue per user (ARPU).

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