Online video audience: majority skews older

29 08 2007

Advertising.com has released results of its bi-annual online video study for the first half of 2007, revealing some marked differences in the way audiences younger and older than 35 are using the medium.

Shattering preconceptions that online video is the domain of younger audiences, the survey finds that the majority (69%) of users are aged 35 years or older (v. 31% of 18 to 34s).

However, the type of content viewed by each age segment provides some interesting clues on how content providers should be targeting their offers. Page 3 of the report finds that 18 to 34s like music videos best, followed by TV shows. While around a third to a quarter of 35+ audiences favour the same, the overwhelming majority (69%) like news clips best.

Almost two-thirds of 18-34s say they use online TV for catching-up on missed broadcast episodes of favourite shows, with almost a third also saying that online video is eroding traditional TV viewing time.

94% of respondents say that they’d happily suffer commercials online if it meant that the content was free, but advertisers take note: two-thirds favour shorter spots than those which run on linear TV and almost a quarter believe these should be more relevant to users’ interests.

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