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BizReport : Viral Marketing : February 18, 2008
Viewers spend 800+ minutes/month with online video
There are three distinct viewer groups for online video according to a recent comScore and Media Contacts study and all three segments are specific behavioral profiles.
Researchers found that there are heavy users, moderate users and light users. The Heavy segment (20% of online viewers) is likely to spend 850 or more minutes per month downloading online video clips. Next are the moderate viewers (30% of online viewers) who spend about 77 minutes per month with video and light viewers (50% of online viewers) who spend less than 10 minutes per month watching clips.
Another finding may change how advertisers approach online video. It would stand to reason that users who watched the most online video would also be the largest consumers of media in general. This study found the opposite. Rather than consuming the most media in general, only about 30% heavy online video viewers watch the same amount of traditional television. However moderate online viewers have the highest consumption rates for traditional media.
“The difference in consumption levels was astounding. The usage differences are reminiscent of the early days of the Internet,” said Jarvis Mak, VP of Research and Insight at Media Contacts. “However, the networks’ online distribution of first-run content will go a long way to bridging the gaps between heavy, moderate, and light viewers.”
Tags: online video
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