Advertising.com has published the findings of a new US study, which reveal that 62% of survey respondents are viewing video online and are comprised mostly of those ages 35 and older viewing news clips.
Analysed by age group, 31% of 18 to 34 year olds watch streaming video, while 69% of consumers ages 35 and older view streaming video online.
A survey from comScore found that nearly 75% of US internet users watched an average of three hours of online video during July (see Online Video Viewers Watching More Video).
Approximately 83% of respondents to the Bi-Annual Online VideoStudy indicated that their online video usage in 1007 has either stayed the same or gone up since 2006.
Over 62% of consumers said they are most likely to stream news clips, with movie trailers and music videos following. Compared to the second half of 2006, consumers are streaming fewer music videos and streaming more news clips, user-generated videos and sports clips.
Consumers who view content more than once a week also forward more clips, with 55% forwarding clips compared with 34% and 20% for those who view content once a week and once a month.
| Online Video Activity by Age Group (% of respondents) |
| |
18-34 Age Group |
35 + Age Group |
| |
1st Half ’07 |
2nd Half ’06 |
1st Half ’07 |
2nd Half ’06 |
| Forwarded video clip to friend |
47% |
49% |
39% |
31% |
| Created video content to post online |
15 |
16 |
2 |
2 |
| Missed a TV episode and watched online |
63 |
57 |
46 |
42 |
| Says Online video usage cuts into normal TV time |
27 |
20 |
20 |
17 |
| Source: Advertising.com, September 2007 |
A recent report from Taylor Nelson Sofres revealed that three quarters of US online video viewers watch more video than they did a year ago, whilst more than one half expect to watch even more next year (see Online Video Viewers Watching More Video).
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