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BizReport : Viral Marketing : November 19, 2007

Survey: Video creeping from niche to mainstream

More users seem to be logging on to watch video clips from their favorite television shows, user generated content clips or movie trailers. According to a recent study from Frank Magid Associates nearly 50% of the US population watches online video once each week.

by Kristina Knight

The study was conducted in June and July 2007. Researchers report that about 130 million users in the US (aged 12-64) watch videos online at home; these sessions last, on average, less than 10 minutes.

Four types of video users were identified in the study. About 30% of online video viewers are escapists. These users do not watch regularly, are primarily male and are looking for quick entertainment. The buzzy bees (27%) are young males and females who concentrate on viral video and entertainment. Next are news junkettes (24%); these users are older female viewers who are moderate viewers. Finally are power users (19%). These users watch quite often; their video tastes are varied as well. During one visit they may view news, then comedic clips and next music videos.

What are these users watching? By and large, US video watchers are interested in funny clips (62%) or news clips (42%). After those clips come music videos (41%) and user generated content (40%).

Tags: online video, user generated content, viral video

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