Four key themes stood out, says the report:
Jen Brown, Director of strategy and development for TODAYshow.com, says "This research is incredibly powerful... (with) insights into how our audience consumes online video... keeps us ahead of the trends... a clear advantage as we... plan the launch of new features for both consumers and advertisers... "
The study revealed that demographics are only part of the story.
Though It was plausible to think that stay-at-home women would have the highest Internet engagement, says the report, the study revealed that Internet use among working women with kids (a group that might otherwise have the least available time to spend online) was extremely strong. Moreover, women aged 35 to 44 had stronger digital activity, outpacing their younger counterparts in this category. This spike in activity revealed that workplace video consumption was much more common than originally expected.
Of the women in this study, more than half reported watching video during the course of the day while at work. A 35-year-old paralegal says that "... we generally watch short videos anywhere from one minute to five minutes."
Digital mindsets for watching video change dramatically throughout the day, says the report. Clicking on links to watch videos happens multiple times a day as women "snack" frequently on different types of digital content:
In August 2010, more than 25 million women streamed videos from social media platforms, up nearly 50% from the previous year, with a raft of new offerings enabling consumers to connect big TVs to the Web.
Emotional triggers such as the need to relieve stress, boredom and feelings of loneliness contributed greatly to overall video consumption, and, more specifically, drove women to seek out "happy" and uplifting content. While these women over-index for consumption of digital news content, when it comes to video, they are more compelled to seek out absorbing, entertaining news content (time-shifted TV, movies, funny videos). To escape the stress of the work day, women turn to surfing, looking at videos of cute animals, reading jokes and other "happy things." These online activities balance out their day and contribute to their overall sense of well-being.
The behavioral analysis indicated that women across all segments were streaming more entertainment-related content than anything else. Women aged 25 to 54 allocate 76% of their total streams to entertainment content.
The women in the survey were pragmatic about the price of flexible, free content. "I think it's only fair that there be advertising online. As we increasingly find the bulk of our entertainment there... companies need a way to reach consumers... I am a very susceptible target for... a well-crafted commercial... that looks cool or at least has some great packaging... " reasoned a 27 year-old, single respondent.
The report opines that "marketers will need to develop attention-grabbing creative and salient, impactful messages that can be delivered in online video in order to truly engage this audience... "
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