users of all ages are getting into the act. That is the main finding
of BurstMedia's "Online Insights" report, conducted in December 2007.
BurstMedia found that more than seven out of 10 adult US Internet
users surveyed had viewed online video content. A majority of all age
segments had watched online videos, including more than half of
respondents age 65 and older. Young men were viewing most often. More
than a third of the 18- to-24-year-old male online video viewers in
the survey reported that they watched once a day or more. The good
news for advertisers is that more than half of online video viewers
recalled seeing in-stream advertisements in content they had watched.
But more than three-quarters of respondents said in-stream
advertisements in online video were intrusive, and about one-half said
advertisements in video content disrupted their Web surfing
experience. Women were more likely than men to say advertisements in
video content disrupted their surfing. One-half of respondents stopped
watching an online video once they encountered an in-stream
advertisement. More than two-thirds of respondents said they paid
about the same or less attention to in-stream video advertisements
than to standard creative units on the same page.
"Marketers need to tread carefully with online video advertising,"
said Jarvis Coffin, CEO of BurstMedia. "It's pretty clear from our
research that most online video consumers are not yet willing to sit
through advertising to get the content they seek." The online video
viewer demographic characteristics reported by BurstMedia differed
somewhat from Internet users who visited video and movie Web sites.
Nielsen Online's "NetView" report, cited by the Center for Media
Research, found a nearly even split by gender among the site visitors
surveyed.
These are apples-to-oranges comparisons, since Burst was asking about
frequency of viewings among online video viewers and Nielsen profiled
unique Internet users visiting video sites.
Yet the Nielsen study indicated that 18- to-24-year-olds comprised a
small portion of visitors to such sites. What can be said is that, as
a result of their frequent online video viewing, 18-to-24-year-olds
represent an outsized percentage of all video views compared with
their numbers in the population as a whole.
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