Study: Video ads okay with online women

What's more, because of their consumption of online video, many of these women are in favor of ad-supported platforms rather than so-called pay-to-play models.

"I think it's only fair that there be advertising online. As we increasingly move toward finding the bulk of our entertainment there, products, services and companies need a way to reach consumers," said one respondent. "I don't mind the commercials because they are few and tend to be fairly entertaining themselves. A well-crafted commercial can be a thing of beauty and I am a very susceptible target for anything new that looks cool or at least has some great packaging."

The study found that:

• Women share video clips via social networks; 25 million women were found to stream from socnets
• Women stream clips to relieve stress, have a laugh or combat boredom
• In the morning, women are likely to stream newsy or information clips
• By afternoon women are more likely to engage with 'functional content'
• Many stream from work

Working Women between ages 25 and 44 were found to be streaming video from The Today Show with Stay a Home Moms between ages 25 and 44 about half as likely to stream from the show. Younger (25-34) Working Moms were least likely to stream clips from the show.

Just how important is online video? A forecasts predict that by 2014 between 43 million and 57 million US homes will be equipped with television sets with online connections; these sets allow consumers to connect to social networks, websites and online video hubs directly from their television sets.

Tags: Nielsen, online video, Today Show, video ads, video advertising, video streaming