Tuesday, January 15, 2008

Young Adults Hit Online Video Sites

"Did you see the new video on YouTube?" If you heard that question a lot last year, there's a reason.

Nearly half of Internet users surveyed in December 2007 said they had visited a video-sharing site such as YouTube, according to the Pew Internet & American Life Project.

That's up from the year before when one-third of Internet users said they had visited such sites.

YouTube usage generally increased in 2007, according to Harris Interactive data released at the same time as the Pew study.

But while many Internet users have dipped their toes into the video-sharing pool, a solid majority of YouTube users surveyed still said they had visited only once or a few times.

The Pew study also captured demographics for active video-sharing site users. As might be expected, they skewed younger.

"The fact that younger Internet users are far more likely to be regular visitors to video-sharing sites points to a fork in the road,” said David Hallerman, senior analyst at eMarketer.

"On the one hand, marketers looking to target the under-30 demographic can more reliably find them on these video sites.

"On the other hand, the door is open for big content providers—mainly the TV networks, both broadcast and cable—to bulk up their online offerings, both in quantity and quality," Hallerman said.

He also said that such counter programming could help attract the over-30 audience, which is accustomed to traditional TV content.

Such content could draw ad dollars from marketers who want online-video ad inventory that is consistently appropriate for marketing, as opposed to a lot of user-generated content found on video-sharing sites.

for the full article with graphs and stats, click here.

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