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Most consumers - 62 percent - are viewing video online, and contrary to popular opinion those viewers are not just young adults viewing user-generated videos, according to a bi-annual video study from AOL’s Advertising.com, which sought to analyze online video viewing and response to video advertising, writes MarketingCharts.
Most (69 percent) of those viewing videos are age 35 or older, with a preference for viewing news clips online, the study found.
“The internet is still seen first and foremost as an information resource. With news clips remaining the most popular type of streamed content, video viewing habits reflect that status,” said Lynda Clarizio, president of Advertising.com.
“But it will be interesting to see how viewership evolves with the rise of social networks, more diverse video content, increased interactive gaming, and other such advances in online entertainment. I think we may see a shift in usage toward recreation; these latest figures certainly hint at that trend.”
As for video advertisements, consumers accept them as part of the video experience - 94 percent of respondents prefer ads to subscription fees. However, 63 percent of respondents say shorter ads would make the online video experience more pleasurable.
Shorter spots also deliver higher percent-viewed rates, according to data from the Advertising.com network.
Other key findings from the study:
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The…
Targeting advertising toward African Americans, Hispanics, Asians and Whites requires distinct media plans, because these groups use traditional media differently - and their new-media adoption patterns also vary, according to an analysis by BIGresearch, writes MarketingCharts.
“Understanding how media consumption behaviors…
For the sixth consecutive year, the number of millionaire households ($1MM+ net worth, not including primary residence) in the U.S. increased significantly, reaching some 9.9 million, according to TNS’s annual Affluent Market Research Program (AMRP), writes MarketingCharts.
The number of millionaire households…
