A recent update from NPD Group's "Entertainment Trends in America" tracking survey indicates that Apple users, specifically iPhone and iPod users, lead the field when it comes to downloading content from the Web. According to the survey, as many as 75 percent of these users are connecting to the Web to download entertainment and applications. 

The survey reported that only about 16 percent of Americans who are 13 or older use devices other than their home computers to access entertainment from the Web. These are considered to be the early adopters and tend to be younger males. Other devices besides Apple products used to download applications are video game consoles and Blu-ray disc players (used mostly to download movie rentals). 

Free applications are the most popular downloads, followed by video game applications and music downloads. Reading into the data, the company predicted that, as connected devices become more common and it becomes easier for users to connect, more people will avail themselves of online access to entertainment applications. 

As marketers look to new ways to connect with consumers, this area will demand more attention. Finding consumers where they are engaged and active is a constant challenge, and this looks like a promising playing field.