Online Video Has Arrived, According to New Online Publishers Association Research
Online Video Has Arrived, According to New Online Publishers Association Research: "Online Video Has Arrived, According to New Online Publishers Association Research "The Online Publishers Association (OPA) announced today the results of its Online Video Viewing Study. Conducted in partnership with Frank N. Magid Associates, the study surveyed 27,841 Internet users age 13 and older and found that online video on high quality content sites is becoming increasingly popular among Internet users and proving to be a powerful and effective advertising platform.
The research found that online video viewing is a common activity for many Internet users. More than half of those surveyed (51%) indicated that they watch video online at least once a month, 27% watch at least once a week and five percent watch video online daily.
Online video viewers have highly desirable demographics. Twenty-three percent have household income of $100,000 or more. In addition, 87% have broadband access at work and 76% have broadband access at home.
"As broadband penetration grows, content providers are substantially increasing the amount of video available on their sites," said Michael Zimbalist, president of the Online Publishers Association. "More than one in four consumers surveyed already watch online video each week, and our research suggests that they have an appetite for more."
Anytime...Day or Night
Most frequently done at home, online video viewing is strong throughout the day, evenings and weekends. While 47% view online video on from 8 a.m. to 5 p.m., viewing peaks from 5 p.m. to 11 p.m. on weekdays with 57% indicating they watch online videos at that time. Importantly, viewership shows a second spike on weekends, with 43% indicating they usually watch online videos then.
News clips, viewed by 66% of those surveyed, are the most commonly watched type of online video, followed by movie clips and trailers at 49%. However, sports highlights are watched most frequently, with 48% watching at least once a week, and 11% watching daily.
Eighty-five percent of those surveyed said that when they watch videos online, they watch them in their entirety. Even among those who said they do not watch the video in its entirety, 61% say they watch until they have the information they want.
Lights, Camera...Action!
The data revealed that consumers have a strong positive reaction to online video ads. Seventy percent of respondents said they had seen a video advertisement online, and 44% said they had taken some action as a result of seeing that ad. Specifically, 34% checked out a Web site, 15% requested information and 14% went to a store to check out a product. Most significantly, 9% said they made a purchase and 3% said they bought a subscription as a result of viewing an online video ad.
"These results show that consumers are doing more than just noticing video advertising online; they are taking action as a result of those ads," said Mr. Zimbalist. "Cleary, there is a significant opportunity for marketers to capitalize on consumers' receptivity to this form of advertising, particularly within the unique interactive environment of the Web."
Surf and Ye Shall Find
Interestingly, 59% of consumers indicated that they usually discover online videos through random surfing on the Web. This suggests that there is a significant opportunity for publishers to raise awareness for the availability of online video on their sites.
Further, the number one reason cited by survey respondents (52%) for not watching video on the site on which they were surveyed is that they didn't know video was available. Consistent with that finding, 53% said that the ability to easily find their favorite types of videos would motivate them to start watching online video.
posted by MVM Productions @ 6:07 PM
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