Magid: 80% of 18-24 Males Watch Online Video Weekly
Overall, among 12- to-64-year-old Internet users, daily usage of online video rose by 56% over the last year. This year, 14% reported using online video every day--up from 9% in 2006. Weekly usage also rose 18% over last year, with 52% of the Internet users viewing online video once a week or more, compared with 44% in 2006.
In all age groups, Magid reported, males are more regular viewers of online video. Among females ages 18 to 24, weekly use of online video is 53%. The population that has the lowest rate of weekly online video usage is older women. Among females 55 to 64 years old, 39% report using online video weekly.
News stories were the most frequently viewed online video category, according to the survey, with over one-third of online Americans watching them regularly. Video content described as jokes/bloopers, weather, and movie previews were tied for second, followed closely by music videos and user-generated content.
News stories were most appealing to older age groups (those 45 to 64), while jokes/bloopers were strongest among teens, Magid reported.
"The breadth of content viewed by consumers regularly online is amazing," said Mike Vorhaus, senior vice president and managing director for Frank N. Magid Associates, which conducted the study. "This is not just short clips on YouTube. Consumers are watching news stories, movie previews, clips from TV shows, and, in some cases, even full-length TV shows and movies."