Streaming Video Becoming a Habit At All Age Levels
Advertising.com, Inc., in their Bi-Annual Online VideoStudy, comparing the first half of 2007 with the last half of 2006, reports that 62 percent of survey respondents are viewing video online and are comprised mostly of those ages 35 and older viewing news clips. Analyzed by age group, 31 percent of 18 to 34 year olds watch streaming video, while 69 percent of consumers ages 35 and older view streaming video online.
Approximately 83 percent of consumers surveyed indicated that their online video usage in 2007 has either stayed the same or increased since 2006. More specifically, 36 percent of consumers have increased their consumption of online video, with an even breakdown between men (36 percent) and women (37 percent).
The majority of consumers are streaming online video at home rather than work or school, with 45 percent of streaming activity taking place in the evening. 95% stream at home; 4% at work; 1% at school or university.
More than 62 percent of consumers said they are most likely to stream news clips, with movie trailers and music videos next in line. Compared to the second half of 2006, consumers are streaming fewer music videos and streaming more news clips, user-generated videos and sports clips. However, these consumption behaviors vary dramatically by age.
Streaming Selections (% of respondents) | ||||
| All | 18-34 year olds | ||
| 1st Half '07 | 2nd Half '06 | 1st Half '07 | 2nd Half '06 |
News clips | 62% | 49% | 44% | 34% |
Movie trailers | 38 | 33 | 40 | 35 |
Music videos | 36 | 47 | 54 | 65 |
TV shows | 33 | 26 | 51 | 33 |
User generated videos | 29 | 21 | 42 | 26 |
Movies | 25 | 20 | 32 | 19 |
Sports clips | 21 | 11 | 14 | 10 |
Other | 8 | 9 |
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Source: Advertising.com, September 2007 |
Overall, 42 percent of consumers have forwarded a video clip to a friend. Consumers who view content more than once a week also forward more clips, with 55 percent forwarding clips vs. 34 percent and 20 percent for those who view content once a week and once a month. Women (47 percent) forward more clips than men (36 percent).
Online Video Activity by Age Group (% of respondents) | ||||
| 18-34 Age Group | 35 + Age Group | ||
| 1st Half '07 | 2nd Half '06 | 1st Half '07 | 2nd Half '06 |
Forwarded video clip to friend | 47% | 49% | 39% | 31% |
Created video content to post online | 15 | 16 | 2 | 2 |
Missed a TV episode and watched online | 63 | 57 | 46 | 42 |
Says Online video usage cuts into normal TV time | 27 | 20 | 20 | 17 |
Source: Advertising.com, September 2007 |
Other highlights of the study include:
In conclusion, the report summarizes by noting that consumers continue to incorporate streaming video into the online experience, but there remains a difference, however, among older and younger consumers.
Older consumers using streaming video in order to gain more information, which can be seen by their preference for online news clips, while younger consumers are streaming content for entertainment purposes, such as viewing movies, TV shows and user-generated videos online.
Consumers between the ages of 18 and 34, says the report, continue to assimilate streaming content more into their everyday media consumption habits. Sixty-nine percent of their online video streaming occurs more than once a week, while 47 percent of those ages 35 and older view streaming video multiple times a week
Please visit here to view the complete report and charts of the BiAnnual Video Study from Advertising.com