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comScore and Media Contacts Study Depicts Variances Among Online Video Viewer Segments
February 18, 2008
A study by comScore and Media Contacts was conducted to understand the consumption habits and mindsets of Internet video users as they relate to online video, TV, and advertising plus content across both media. The findings were very interesting in that the top 20% of viewers averaged 841 minutes of online viewing per month, moderate viewers (next 30%) spent 77 minutes, and the bottom 50% spent just 6 minutes a month conducting the same activities online.
The heaviest users spent most of their time online visiting niche video sites that catered to individual topics with less general videos being displayed.
Moderate viewers sent most of their time visiting specific video content on broadcast TV sites, including WorldNow (ABC), CBS TV Local, ABC Daytime, Scripps TV, and CMT, rather than frequenting more general video-sharing sites.
The study found that light online video viewers are actually heavier TV consumers, with 46 percent of this group indicating they watch more than 13 hours of TV per week. In comparison, 39 percent of moderate video viewers and 30 percent of heavy video viewers watched the same amount of TV.
Although there is a great deal of variance between the types of videos, content, and media sources being accessed online it is imperative to gain a better understanding of what consumers are actively watching to better meet their needs from a marketing perspective. This type of research will lay the foundation for how search marketing companies target online video consumers from a strategy standpoint.
see all posts by Brett Lane
posted by Brett Lane at February 18, 2008 11:01 AM
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