Electronic Sell Through users in UK are early 30s (age) and above average VOD and DVD users

Electronic Sell Through (EST) is now available in the UK through Sky’s Buy & Keep service and BT TV Purchase (from the telco and IPTV provider BT), and research in the latest Mediabug study (the bi-annual media consumption tracker that covers 3,000 UK consumers, overseen by the research and consulting firm Decipher) shows that users are mostly in their 30s. They are above average consumers of online VOD and DVD retail. “Older age groups have been shown to trust their Pay TV provider more than an online EST provider, and may prove a strong market for TV EST as the service matures,” Decipher suggests.