They might be generations apart, but 18-to-24-year-olds have some video viewing habits in common with the 65+ demographic. They are the only age groups with above average click-through and view completion rates in the U.S.
For 18-to-24-year-olds, the view completion rate is 0.7% above average, and the click-through rate is 2.1% above. Similarly, the 65+ age group has a view completion rate (VCR) 0.6% above average and a click-through rate (CTR) 3.3% above.
Interestingly, programmatic traders are spending the least on these two age groups.
Age | 18-24 | 25-34 | 35-44 | 45-54 | 55-64 | 65+ |
Spend | 6% | 18% | 22% | 23% | 19% | 12% |
The data, which comes from video advertising platform Videology's Q3 U.S. index report, is based on inventory traded programmatically on Videology's platform.
The
25-34 demographic is below average in both categories (-0.2% for VCR, -.08% CTR). Meanwhile, 35-to-44-year-olds have a VCR 0.9% below average and a CTR 0.7% above.
The VCR for the 45-54
group is completely average, but they have a below average CTR (-2.2%).
Not straying to far above or below the average, 55-to-65-year-olds are slightly above average in VCR (0.6%) and
slightly below in CTR (-0.3%).