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BizReport : Blogs & Content archives : July 25, 2013

Study: Video pushing older American's purchasing power

When it comes to engaging older Americans, video may be the best bet of many brands. New data out from a Google/Ipsos MediaCT study finds that 75% of Boomers and 68% of Seniors take some kind of action after seeing an online video clip.

by Kristina Knight

Those actions - both online and offline according to the Google/Ipsos and AARP Media Sales report. While some video clips may prompt a viewer to sign up for a brand newsletter and some may point shoppers to a local store, all of those actions are being taken by Americans over age 55, an important note for brands trying to target these demographics.

Other interesting findings include:

• 41% of Boomers user a smartphone, 20% a tablet
• 78% of Boomers engage with video across devices
• 52% of Boomers engage at least daily with video
• 1 in 5 Seniors say they'll buy a smartphone within the next year
• 77% of Seniors 'look to the Internet' for daily content - news, weather, health

Meanwhile, new data out from Chadwick Martin Bailey finds that the smaller the device, the more engaged consumers - of all ages - are with video content. Their research found that mobile consumers multi-task while watching video content via smartphones only 14% of the time; tablet viewers multi-task 27% of the time and computer viewers multi-task about 21% of the time.

"People are bringing devices from room to room, and out of the home, and on their commutes. TV sets still rule in the home, even for the younger demographics -- but elsewhere, and even in the home for multi-taskers, smartphones are becoming an important device for viewing professional TV content. It all goes to convenience and portability; more people are watching more TV - everywhere - and increasingly on smartphones," said Joanne Burns, Co-Chair of Center for Research Excellence's Media Consumption & Engagement Committee.

While watching via mobile, these viewers are most likely looking up show information or using social media to talk about the show.

A new release from Genesis Media may help content producers - and brands - better monetize this same content. Called the Content Unlock platform, the Genesis solution puts consumers in the viewing seat, giving them the control to choose ad-subsidized content rather than pay-to-view content.

"The publishing industry's transition to digital is still in its infancy. Paywalls are a piece of the solution, traditional ad units another. Our Content Unlock platform provides a broader framework for dynamic monetization of each audience member, using newly created video and other ad inventory," said Genesis Media's CEO Mark Yackanich.

Tags: Chadwick Martin Bailey, Genesis Media, Google, Ipsos MediaCT, online video, video advertising trends, video trends

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