Target young for online video

Online video is quickly becoming the new buzzword for online marketers, but few have figured out how to harness the power. Should they target boomers? News hounds? Entertainment gurus? The answer, according to a new study, is no. To all of the above.

by Kristina Knight

"It's instant gratification for entertainment lovers,” said Brian Cruikshank, Executive Vice President of the Ipsos Insight Technology & Communications practice.

The Ipsos Insight for MOTION study indicates that the target demographic for online video may be younger and wealthier than first though. According to their figures, video streaming begins at the age of 12. In 2006, 58% of online Americans 12 or older had streamed some kind of video content. The study found that teens 12-17 (73%) and young adults 18-24 (75%) are most likely to stream content. The 25-34 age demographic is the next most-likely demo to stream at 61%. Whats more, these demographic groups seem to be increasing their online viewing habits while cutting back on traditional viewing.

What are people watching? Short content pieces, according to the study. 77% watch movie trailers or clips, 75% watch clips of news, sports or commentary and 67% view user-generated clips/home movies. About 48% also click to view commercials that sponsor the clips.