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.

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).

Other highlights of the study include:

80% of consumers say that online video usage does not cut into their TV time.
29% of men say online video usage cuts into TV
16% of women say online video usage cuts into TV
12% of those who view content once a month claim that video usage cuts
into their TV time
94% of consumers indi­cate that they would prefer to view ads than pay
a fee to watch video content online.
63% of consumers would prefer online vid­eo ads that are shorter than TV ads
65% of consumers say they watch online video ads through to completion
72% of consumers who view streaming content more than once a week view
video ads through to completion
Of those who view content only once a month, 49% view advertising
through to completion.
Consumers are 8% more likely to view 15-second spots to completion
than 30-second spots.
The 30-second pre-roll format slightly outperforms the 5- and
15-second ads when measured in terms of click-through rate.
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