Study: 30% Watch Videos On Emerging Devices


The preferred "can't-live-without" method to view videos and watch and search for entertainment remains for 68% of males ages 18-34, according to a recent Frank N. Magid Associates study sponsored by Metacafe.

Consumer behavior continues to integrate more video in everyday life. It turns out that 23% of survey respondents watch daily, up from 13% in 2010. Overall, 57% of Internet users watch online videos weekly, up from 50% last year.

Males ages 18 to 34 watch 7.8 hours of online video weekly, compared with 5.6 hours per week among all viewers ages 8 to 64. Many participants in the survey expect to watch 10% more online video within the next year.

Short-form video content gets the views. About 66% of online video viewers regularly watch premium short-form content, such as music videos, movies trailers and clips, TV previews and clips, sports highlights, video game content, comedy sketches and original Web series.



The percentage of online video viewers for each genre has remained the same since 2008, except for a few exceptions during the past few years. For example, consumer-generated videos uploaded to sites such as YouTube rose from 33% to 46%. Full-length TV rose from 25% to 30%. Full-length movies rose from 10% to 22%.

Emerging technologies have begun to show promise when it comes to connecting with entertainment and video content. About 30% of online view viewers watch content on a mobile phone, Internet-connected television or wireless tablet.

Internet TV continues to grow in acceptance, with 25% of online video viewers accessing the Internet through their TV set and an additional 34% interested in hooking in at a later time, according to the Frank N. Magid study.

About 158.1 million U.S. Internet users will download or stream video at least monthly via any device in 2011, representing 68.2% of Web users -- up to 76% by 2015, according to eMarketer.

It's not clear whether the device type can have an influence on recall of the video or the topic, but studies note the type of video ad unit does. In fact, the type of ad unit and the frequency with which consumers see a specific type of ad in a unit has a major influence on recall, according to eMarketer.

The research firm said 35% of viewers in a recent study could recall seeing a common static banner advertisement, but only 13% of viewers remembered seeing a more eye-catching video banner advertisement. Interestingly, it's not that the static banner ad proves to have a greater impact than the video banner ad, but rather the frequency with which consumers see them. The ad consumers are more commonly exposed to will have a higher impact on recall. >

Exposure influencing recall can also be found in streaming ad units. Pointing to stats from Break Media, eMarketer notes that 47% of respondents said they remembered the brand or product advertised after viewing a pre-, mid- or post-roll video ad unit.

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