Sixty-two percent of U.S. consumers have viewed video online according to a new study by Advertising. com.
The study found that video viewers were not only young adults watching user generated videos but also that 69 percent were 35 and older with a preference for viewing news clips online.
“The Internet is still seen first and foremost as an information resource. With news clips remaining the most popular type of streamed content, video viewing habits reflect that status,” said Lynda Clarizio, president of Advertising.com. “
“But it will be interesting to see how viewership evolves with the rise of social networks, more diverse video content, increased interactive gaming, and other such advances in online entertainment. I think we may see a shift in usage toward recreation; these latest figures certainly hint at that trend.”
When it comes to video advertisements, users accept them as part of the video experience and 94 percent prefer ads to subscription fees. Sixty-three percent say shorter ads make watching video more enjoyable. Shorter ads are also viewed more by users according to data from Advertisng.com.
The study also found in the first half of 2007, 62 percent of users viewed news clips online, followed by movie trailers at 38 percent. Music video came in a close third at 36 percent, decreasing from 47 percent in the second half of 2006.
The 18 to 34 year old audiences favor entertainment content such as music videos and TV shows. They also create more online video content than those ages 35 and older. The 35 and older audience is more likely to view news clips. Eighteen to 34 year olds are also streaming more movies, TV shows and user generated videos. Those 35 and older are streaming more sports clips and user-generated videos than previously reported.
Fifty-one percent of survey respondents said they would watch a television episode online if they missed it on TV, but 80 percent said that online video usage does not interfere with their TV time.
