• by Wayne Friedman , October 2, 2006

Video isn't that popular on the Internet, says a study commissioned by the Cabletelevision Advertising Bureau. When it comes to video usage on alternative platforms, it doesn't even make the top five.

In surveying some 2,100 people between the ages of 12 and 54, results show that the computer/Internet usage for video is far down the list of most important activities. The highest usage is for search. Next comes playing games, then visiting news-related sites. In fifth place is listening to music. Sixth is visiting social-networking sites. After that comes watching video.

The study found that 60 percent of people prefer watching TV to computer activity, and 65 percent of the time when compared to a video iPod or a PlayStation. Some of the audience groups that prefer to watch video on TV versus mobile devices were a surprise: teens and young men.

"This is good news for marketers" when it comes to video viewing, says Sean Cunningham, president/CEO of the Cabletelevision Advertising Bureau.

Still, it's not as if computers and other devices haven't had a major influence on TV viewing. Twenty-six percent say the Internet has impacted their TV viewing, and that watching video on the Internet is higher than it was a year ago. Most believe that mobile devices expand viewing options, but will not replace TV.

Contrary to some research findings, the CAB study--conducted by Frank N. Magid Associates--says all technology isn't as ubiquitous as it seems at first. For example, only 10 percent of users had a TV, plus two additional mobile screens--either a cell phone, video iPod or a PlayStation. Only 6 percent had a TV, a PC, and all three additional mobile screens: cell phone, video iPod and PlayStation. About 30 percent had a TV, PC and one extra mobile screen.

The tolerance level of advertising on mobile devices isn't the same as on traditional TV, the survey found. The CAB study says viewers can only tolerate ads that are 10 seconds or less on mobile devices, even when there is a promise of free content.