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Just An Online Minute... Study: Users Bullish On Video Clips

Online video users tend to watch clips fairly frequently, with the vast majority viewing Web videos at least once a month, according to a new report by the Online Publishers Association.

Forty-four percent of 1,422 U.S. online video users surveyed by the OPA reported that they watch clips at least weekly while 73% do so at least once a month.

What do they watch? News and humor are among the most popular content, with 14% of online video users reporting that they view news clips daily, while 45% say they view such at least weekly. Nine percent say they watch humor videos daily, while 39% watch comic clips at least once a week.

But even Web video fans haven't yet turned to mobile video. Just one in five online video watchers (18%) say they watch clips on mobile devices or MP3s, according to the report. That small group tends to do so regularly, with 41% reporting viewing mobile video at least once a week.

Also, the OPA study is bullish on video ads. Eighty percent of respondents said they had seen video ads, and the majority (52%) of that group said they took some action, such as visiting a company Web site (31% of those who took action after viewing an ad), going to a store to learn more about a product (15%) or making a purchase (12%).

These figures are comparable to those of The Kelsey Group, which also recently examined online video ads. Like the OPA, Kelsey found that a slight majority (around 55%) of those who viewed video ads took some action, such as visiting a Web site (43%), a store (18%), or making a purchase (15%).

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