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The Who, What, When and What Works of Online Video Consumption |
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62% of consumers are viewing video online and these viewers are not just young adults viewing user-generated videos; in fact, most (69%) are ages 35 and older with a preference for viewing news clips online, according to a new study by Advertising.com. Approximately 83% of consumers surveyed indicated that their online video usage in 2007 has either stayed the same or increased since 2006. More specifically, 36% of consumers have increased their consumption of online video, with an even breakdown between men (36%) and women (37%).
The majority of consumers are streaming online video at home rather than work or school, with 45% of streaming activity taking place in the evening. 95% stream at home; 4% at work; 1% at school or university. More than 62% of consumers said they are most likely to stream news clips, with movie trailers and music videos next in line. Compared to the second half of 2006, consumers are streaming fewer music videos and streaming more news clips, user-gen erated videos and sports clips. However, these consumption behaviors vary dramatically by age.
Overall, 42% of consumers have forwarded a video clip to a friend. Consumers who view content more than once a week also forward more clips, with 55% forwarding clips vs. 34% and 20% for those who view content once a week and once a month. Women (47%) forward more clips than men (36%).
* 80% of consumers say that online video usage does not cut into their TV time.
* 29% of men say online video usage cuts into TV
* 16% of women say online video usage cuts into TV
* 12% of those who view content once a month claim that video usage cuts into their TV time
* 94% of consumers indi cate that they would prefer to view ads than pay a fee to watch video content online.
* 63% of consumers would prefer online vid eo ads that are shorter than TV ads
* 65% of consumers say they watch online video ads through to completion
* 72% of consumers who view streaming content more than once a week view video ads through to completion
* Of those who view content only once a month, 49% view advertising through to completion.
* Consumers are 8% more likely to view 15-second spots to completion than 30-second spots.
* The 30-second pre-roll format slightly outperforms the 5- and 15-second ads when measured in terms of click-through rate.
In conclusion, the report summarizes by noting that consumers continue to incorporate streaming video into the online experience, but there remains a difference, however, among older and younger consumers.
Older consumers using streaming video in order to gain more information, which can be seen by their preference for online news clips, while younger consumers are streaming content for entertainment purposes, such as viewing movies, TV shows and user-generated videos online. Consumers between the ages of 18 and 34, continue to assimilate streaming content more into their everyday media consumption habits. 69% of their online video streaming occurs more than once a week, while 47% of those ages 35 and older view streaming video multiple times a week |
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