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Consumers Prefers News Clips, Shorter Ads |
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62% of consumers are viewing video online, these viewers are not just young adults viewing user-generated videos, but, in fact, 69% are ages 35 and older with a preference for viewing news clips online, according to a new study by Advertising.com.
The Internet is still seen first and foremost as an information resource. With news clips remaining the most popular type of streamed content, but expect to see a shift in usage toward recreation. As for video advertisements, consumers accept them as part of the video experience – with 94% of respondents preferring ads to subscription fees. 63% of survey respondents, shorter ads would make the experience more pleasurable.
* More news, user-generated content: In the first half of 2007, 62% of consumers viewed news clips online, followed by movie trailers at 38%. Music videos came in third at 36%, decreasing from 47% in the second half of 2006.
* Tastes differ by age: The 18 to 34 year old audience prefers entertainment content such as music videos and TV shows. They also create more online video content than those ages 35 and older. In contrast, the 35 and older audience is more likely to view news. Compared to the previous study, 18 to 34 year olds are streaming more movies, TV shows and user-generated videos; while those 35 and older are streaming more sports clips and user-generated videos than previously reported.
* Catching up on TV, not replacing it: 51% of survey respondents would watch a television episode online if they missed it on TV; but 80% of consumers say that online video usage does not cut into their TV time. |
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