• by Jack Loechner , Staff Writer @mp_research, September 10, 2007

Online Video Viewers Looking For News Clips

A new study by Advertising.com, Inc., reports that that the majority of consumers are viewing video online, at 62 percent of survey respondents. These viewers are not just young adults viewing user-generated videos, says the report, but, in fact, 69 percent are ages 35 and older with a preference for viewing news clips online.

Lynda Clarizio, president of Advertising.com, says "The Internet is still seen first and foremost as an information resource. With news clips remaining the most popular type of streamed content... (but) we may see a shift in usage toward recreation; these latest figures...  hint at that trend."

Consumers accept video advertisements as part of the video experience, with 94 percent of respondents preferring ads to subscription fees. Shorter spots deliver higher percent-viewed rates and 63% of survey respondents say shorter ads would make the experience more pleasurable.

Other key findings include:

• In the first half of 2007, 62 percent of consumers viewed news clips online, followed by movie trailers at 38 percent. Music videos came in third at 36 percent, decreasing from 47 percent in the second half of 2006
• The 18 to 34 year old audience prefers entertainment content such as music videos and TV shows. They also create more online video content than those ages 35 and older. In contrast, the 35 and older audience is more likely to view news.
• Compared to the previous study, 18 to 34 year olds are streaming more movies, TV shows and user-generated videos; while those 35 and older are streaming more sports clips and user-generated videos than previously reported
• 51 percent of survey respondents would watch a television episode online if they missed it on TV
• 80 percent of consumers say that online video usage does not cut into their TV time.

For the complete study PDF, please visit Advertising.com here.