Paid digital content, segment by segment
Digital and social discovery tools may be in their relative infancy and also may not yet be strongly impacting mainstream media audiences, but their relationship with the similarly early-stage paid-content sector is pronounced. The media audiences that are most heavily digitally engaged — namely print fans and radio fans — also show the strongest adoption of the digital product versions of their media of choice. For example, 24 percent of radio fans recently surveyed by GigaOM Research said they will pay for music downloads more than any other type of digital media.