Consumers typically only play 15% of an entire online video or audio, according to a study commissioned by online audio and video search engine Podzinger. The study also indicated that consumers are willing to tolerate 10- to 15-second video ads as part of viewing online content. However, video ads were considered annoying if repeated too often. The study also found that consumers are almost six times more likely to play content online than to download it, and that entertainment accounts for 36% of all online video play, but only 6% of available video. The Podzinger survey was conducted by market research firm Pathfinder Innovation in one-on-one interviews in September in U.S. markets including Cambridge, MA, Chicago, and Los Angeles.