The industry is rapidly moving content solutions to the cloud, but consumer interest is not keeping pace, as fewer than 30% of U.S. broadband households find the digital locker an attractive alternative for music or video, according to research house Parks Associates' report "Cloud Media and the Digital Locker."The report highlights the challenges within the industry, including device and format interoperability, consumer awareness and security and delivery issues. Market fragmentation is also a major inhibitor, and efforts including Digital Entertainment Content Ecosystem's (DECE) UltraViolet initiative and Disney's Studio All Access aim to overcome these barriers."Taken as a whole, this market is fragmented, leaving consumers to cobble solutions together. Industry growth and consumer adoption rates of cloud-based services will rely on how effectively market players address this issue as well as other challenges," Laura Allen Phillips, Parks research analyst, says.