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Whereas only 13 percent of adults have ever watched commercials via online video, some 60 percent of college students have done so - and, in general, students similarly differ from the general population in online-video consumption and usage patterns, according to (pdf) stats compiled by SurveyU, reports MarketingCharts.
The study compared SurveyU college-student survey data with those of the Pew Internet/American Life Project’s online video study.
Whereas only 57 percent of adult internet users have ever watched online video, according to Pew, some 93 percent of college students have watched online video, according to SurveyU.
Moreover, on a typical day, 19 percent of internet-connected adults download video, whereas more than three times as many (62 percent) college students do so.
College students indicate significantly higher rates of various usage-related actions (see chart, below); the only case where the general population’s usage is higher is in watching online video with others.
“The line between creator and consumer is blurring for the Millennial generation,” said Dan Coates, cofounder of SurveyU. “When it comes to online video, college students have advanced beyond the rest of the internet population and are fully engaged in the complete online video lifecycle: downloading videos, rating content, posting comments, publishing video links and uploading their own videos.”
In the types of content watched via on-demand online video, college students’ usage surpasses the overall populations’:
Unlike the general population, college students tend not to care so much whether the online video they watch has been produced by a professional or amateur:
Among the sources of online video, YouTube dominates - cited by nine in ten students (90 percent). Among the distant followers:
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