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BizReport : Blogs & Content archives : December 29, 2010

Study: Video ads okay with online women

As online video adoption pushes forward, a new study from The Nielsen Company and NBC's Today Show indicates that women, specifically women aged 25-44, are the impetus behind the rapid adoption rates. Why? Because women share links they like, women like specific types of content and are at different life stages than their male or older female counterparts.

by Kristina Knight

nielsenwire.gifWhat'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

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