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.

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