6.7 Million Click-Throughs To Video Websites In September
In September, 2.3 million UK households clicked-through to a video/movie site from a search engine, racking up over 6.7 million click-throughs in total, according to the latest data from internet research company, Nielsen//NetRatings.
Family households accounted for over half (53%) of all these click-throughs whilst young couples without children are twice as likely to be responsible for a click-through to a video/movie site (4.8%) than for a click-through across the entire internet (2.3%).
“Empty nesters” are 40% less likely to be responsible for a click-through to a video/movie site (16.2%) than for a click-through across the entire Internet (27.1%).
“Contrary to popular perception, search click-throughs to online videos aren’t coming from twenty-somethings – in fact it’s the opposite,” said Alex Burmaster, European Internet analyst. “Almost three-quarters of search click-throughs come from family households or households comprising couples over 35 with no children.”
| How household types perform on click-throughs to videos/movies sites compared to entire Internet | ||||||
| Rank | Household Type | Share of click-throughs to video/movies | Share of click-throughs to entire Internet | ‘Likelihood’ rating for video/movies | ||
| 1 | Younger Couples – no children | 4.80% | 2.30% | 108% | ||
| 2 | Families | 52.90% | 42.80% | 24% | ||
| 3 | Couples 35+ – no children | 19.10% | 18.00% | 6% | ||
| 4 | Young Singles | 0.50% | 0.70% | -21% | ||
| 5 | Singles 35+ years old | 6.30% | 9.00% | -30% | ||
| 6 | Empty Nesters | 16.20% | 27.10% | -40% | ||
| E.g. In Sept 06 younger couples with no kids accounted for 4.8% of all click-throughs to video/movie sites but only 2.3% of all click-throughs across the Internet. Source: Nielsen//NetRatings UK MegaView Search, home data only, Sept 06 | ||||||
AOL Search is 39% more likely to be responsible for a click-through to a video/movie site (11%) than it is for a click-through across the entire internet (7.9%).
MSN/Windows Live Search is 64% less likely to be responsible for a click-through to a video/movie site (1.5%) than for a click-through across the entire Internet (4.2%).
| Relative performance of search engines on click-throughs to videos/movies sites compared to entire Internet | ||||||
| Rank | Search Engine* | Share of click-throughs to video/movies | Share of click-throughs to entire Internet | ‘Likelihood’ rating for video/movies | ||
| 1 | AOL | 11.00% | 7.90% | 39% | ||
| 2 | Yahoo! | 11.60% | 10.40% | 12% | ||
| 3 | 70.70% | 68.60% | 3% | |||
| 4 | Orange | 2.30% | 2.30% | -1% | ||
| 5 | Ask.com | 1.90% | 3.40% | -44% | ||
| 6 | MSN/Windows Live | 1.50% | 4.20% | -64% | ||
| E.g. In Sept 06 AOL accounted for 11% of all click-throughs to video/movie sites but only 7.9% of all Internet click-throughs. *Minimum requirement = 1.5% share of video/movie click-throughs. Source: Nielsen//NetRatings UK MegaView Search, home data only, Sept 06 | ||||||
Nielsen//NetRatings: 01865 732 388 www.nielsennetratings.com