More than half (72%) of consumers have viewed video online and the majority of all age segments have watched online videos, including 58 % 65 years and older according to a new survey from Burst Media.
The survey found that 58 percent of respondents view online video content at least once a week. Men are more likely than women to view online video content over the course of a week (67% versus 49% respectively). Thirty-three percent of men 18-24 years old watch some type of online video content daily.
News clips are the most popular with 44 percent of consumers followed by music video at 37 percent, comedy video 35 percent, movie trailers 33 percent, TV show clips 33 percent, entertainment news 29 percent, sports news 21 percent, instructional video 19 percent and political videos 15 percent. Cooking videos are popular with 9 percent and user generated content is popular with 15 percent of online audiences.
More than half (53%) of online video viewers recall seeing in-stream advertisements in content they have watched. Seventy-eight percent of respondents said in-stream advertisements in online video are intrusive; and half say advertisements in video content disrupts their Web surfing experience.
Fifty percent of respondents stop watching an online video once they see an in-stream advertisement. Fifteen percent said they immediately leave the Web site once they see an in-stream advertisement in an online video. Sixty-nine percent said they pay about the same or less attention to in-stream video advertisements than they do to standard advertisements on the same page.
“Online video is clearly in demand by web viewers,” said Jarvis Coffin, CEO of Burst Media. “However, marketers need to tread carefully with online video advertising. It’s pretty clear from our research that most online video consumers are not yet willing to sit through advertising to get the content they seek.”
“For online video advertising to be truly effective, advertisers must approach it with a consumer’s mindset, and recognize that what might be right for one segment could fail with another.”
