Report: 1 in 10 youths watch television online

A recent report from Knowledge Networks indicates that online video is only increasing in scope and size, especially amongst the younger demographics. The report finds that just over 10% of consumers aged 18 - 34 watch television online weekly and that the group spends an additional hour every day with media.

by Kristina Knight

These '">leading edge media' consumers spent about 80% more time online than typical consumers in the same age groups, making them a very important component for online marketers.

"Weekly viewing of TV programming online is emerging as a marker for leading-edge media use among this crucial 18-to-34 group," said Bob DeFelice, Vice President for Client Service at Knowledge Networks. "For the most part, the TV-online viewers are not trading one medium for another; they are just adding a big helping of Internet time. As more and more of the 18-to-34 population moves in this direction, understanding this group's media preferences and habits will grow in importance to marketers."

So, let's focus in on the segment. According to the report nearly half belong to at least one social network versus only 12% for the general population. These consumers are also more likely to text message (16%) and use email more often than typical consumers.