Friday, August 12, 2011

User-generated Video Popularity Surges

f-n-magid-top-online-video-content-aug11.gifVideos uploaded by consumers to sites like YouTube are the most popular specific genre of online video, according to [pdf] a study released in July 2011 by Frank N. Magid Associates, Inc. and Metacafe. Results from “Online Video Reaches New Heights in Digital Nation 2011″ indicate 46% of online video viewers watch user-generated video, up 39% from 33% in 2008.
Two-thirds (66%) of online video viewers watch a broad assortment of music videos, movie previews, TV clips, etc., but no other specific online video genre equals user-generated videos’ viewership share. Music videos follow a distant second with 34% viewership share.
Full-length TV videos have increased their share 20%, from 25% in 2009 to 30% in 2011; while full-length movies have more than doubled their share from 10% in 2008 to 22% in 2011.

9 in 10 Online Video Viewers Use PC/Laptop

magid-online-video-device-aug-2011.JPGPC/laptop is the overwhelming favorite method of watching online videos, with 89% of viewers using a PC or laptop. However, 15% of online video viewers use a mobile phone (more than one answer accepted), and 11% use an internet-connected TV.
In addition, 9% of viewers watch online video via tablet, while 3% use another medium for online video consumption.

Laptop/PC Takes Over as Entertainment Medium for Males 18-34

magid-primary-medium-aug-2011.JPGThe laptop/PC has become the most popular medium for entertainment (not just online video) among the key male age 18-34 demographic, with 39% saying laptop/PC is their primary entertainment medium and 68% saying they can’t live without it.
Laptop/PC leads both these categories by a significant amount. The next-highest rates are found for TV, with 28% of males 18-34 calling TV their primary medium for entertainment and 53% saying they can’t live without it.
The only other medium considered the primary entertainment medium by a double-digit percentage of males 18-34 is the video game console (14% primary, 39% can’t live without).

Internet TV Interests 3 in 10 Non-using Consumers

Currently, only 25% of consumers age 8-64 access the internet through their TV set (a surprising 6% are not sure). However, close to three in 10 (27%) of those not currently doing so are interested or very interested, while 34% are neutral and 43% are not interested.

8 in 10 Web Users Watch Online Video Weekly or More

About a combined eight in 10 (78%) US internet users watch online video on a weekly basis or more, according to other study data. Results from “Online Video Reaches New Heights in Digital Nation 2011″ indicate this figure includes 57% who watch online video weekly and 21% who watch daily.
About the Data:An online research panel/data collection firm conducted a nationally representative online survey of 2,482 people, ages 8 to 64, from April 15-20,2011.

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