New audio and video streaming demographic identified

In their report titled “Multimedia Mentor”, Knowledge Networks/SRI identifies a demographic they call “streamies”. Made up of mainly younger age groups, streamies are defined as those who view streaming audio or video on their home or work PC’s at least once a week.

The study, which compared streamers with all past-month internet users, found that 42 percent of teens, aged 12 to 17, fit in to the new demographic. Just over a quarter, 26 percent, of adults aged 18 to 34 qualify as “streamies” and in older age groups, 35 to 64, the number drops to 16 percent.

“Like the adoption of broadband, frequent use of streaming audio and video represents a watershed moment for marketers who are searching for new ways to reach their audiences,” said Robert DeFelice, Vice President at Knowledge Networks/SRI.

According to the study data, streamies spend 67 percent more time online than their counterparts, the gap widening with age. Teen streamies spend 28 percent more time online, young adults 41 percent and older adults 67 percent.

Tags: demographics, streamies, streaming video