A recent study by US online advertising services company Advertising.com, Inc indicates that the majority of consumers are viewing video online, at 62 per cent of survey respondents. Contrary to popular opinion, these viewers are not just young adults viewing user-generated videos; in fact, most (69 per cent) are ages 35 and older with a preference for viewing news clips online.

“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 ads, consumers accept them as part of the video experience – with 94 per cent of respondents preferring ads to subscription fees. However, according to 63 per cent of survey respondents, shorter ads would make the experience more pleasurable.

Other key findings include:

• More news, user-generated content: In the first half of 2007, 62 per cent of consumers viewed news clips online, followed by movie trailers at 38 per cent. Music videos came in third at 36 per cent, decreasing from 47 per cent in the second half of 2006.
• Tastes differ by age: The 18- to 34-year-old audience prefers entertainment content such as music videos and TV shows. They also create more online video content than those ages 35 and older. In contrast, the 35 and older audience is more likely to view news. Compared to the previous study, 18 to 34 year olds are streaming more movies, TV shows and user-generated videos; while those 35 and older are streaming more sports clips and user-generated videos than previously reported.

The study covered the first two quarters of 2007 and incorporated both consumer survey data and video advertising performance data from the Advertising.com video network. For the complete study, click here.