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© 2007 Frank N. Magid Associates, Inc. 2 Online Video…Huge Consumer Usage Growth in One Year Almost 15% of Internet users, 12 to 64, report that they use online video once a day or more. This compares to only 9% a year ago which represents growth of 56%. The use of online video on a regular basis, once a week or more often, for example has become very “mass media”. While 80% of males, 18 to 24, use online video weekly or more often, almost 40% of females 55 to 64 also use online video weekly or more. The daily usage numbers in some cases are also striking – for instance that hard to reach on TV, 18 to 24 year old male, 35% of that demo is is watching online video every day! Online video has penetrated the regular behavior set of all Internet users and is becoming a constant form of entertainment/information for the younger demos.
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CONFIDENTIAL AND PROPRIETARY Copyright 2007 by Frank N. Magid Associates, Inc. Any duplication, reproduction, or usage of this document or any portion thereof without the written consent of the firm is prohibited.
Presentation to:
Magid Media Futures™ - 2007Excerpts – Online Video and Online Video Advertising
May 2007
2© 2007 Frank N. Magid Associates, Inc.
Magid Media Futures™
Consulting service for Magid clients to help analyze, determine, and implement product and marketing strategies
Nationally representative online survey of 1,864 people, of whom 1,632 were between the ages of 18 and 64 and 232 were between the ages of 12 and 17. The study evaluates attitudes and behaviors of media and entertainment consumers.
Data was collected March 20 through March 28, 2007.
Survey was hosted by Frank N. Magid Associates’ online research division, SurveysOnline.com. A high quality online research panel was used for recruitment. The sample is representative of the U.S. population based on age and gender.
3© 2007 Frank N. Magid Associates, Inc.
Online Video…Huge Consumer Usage Growth in One Year
Almost 15% of Internet users, 12 to 64, report that they use online video once a day or more. This compares to only 9% a year ago which represents growth of 56%.
The use of online video on a regular basis, once a week or more often, for example has become very “mass media”. While 80% of males, 18 to 24, use online video weekly or more often, almost 40% of females 55 to 64 also use online video weekly or more.
The daily usage numbers in some cases are also striking – for instance that hard to reach on TV, 18 to 24 year old male, 35% of that demo is is watching online video every day!
Online video has penetrated the regular behavior set of all Internet users and is becoming a constant form of entertainment/information for the younger demos.
4© 2007 Frank N. Magid Associates, Inc.
Over Half Of Respondents View Some Type Of Online Video Weekly; Daily Viewing Up More Than 50% from 2006
BASE: Total 12-64 sample, N=1,864Q.35 About how often would you say you view any type of video content online on a computer?
Over 52% Weekly or More Often vs 44% in -
2006
Daily Up from 9% in 2006
5© 2007 Frank N. Magid Associates, Inc.
Males 18-34 Strongly Over-Index On Weekly Online Video Viewing
BASE: Total 12-64 sample, N=1,864Q.35 About how often would you say you view any type of video content online on a computer?
6© 2007 Frank N. Magid Associates, Inc.
Males 18-24 Strongly Over-Index On Daily Online Video Viewing
BASE: Total sample 12-64, N=1,864.Q.35 About how often would you say you view any type of video content online on a computer?
7© 2007 Frank N. Magid Associates, Inc.
Rohit ToteSenior Research [email protected]
Mike VorhausSenior Vice President, New Media and [email protected]
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