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Video content -- once reserved to restricted distribution and corporate scheduling -- is now
readily available on demand at your favorite Internet web site. The torrent of available video
content online has been met with near insatiable consumer demand and intense advertiser
interest. Burst recently surveyed more than 2,600 online respondents to get a better idea of how
they consume online video, and their perception of advertising placements within it.
25.9%
16.9%
Young, Adult And Male? You Are The 14.4%
Once a w eek
12.4%
Primary Video Audience 8.9%
Nearly three out of five (58.8%)
respondents view online video content 10.0%
A couple of times 17.1%
at least once a week. Men are
a month 17.1%
significantly more likely than women to 21.2% Male 18-24
view online video content at least once a
7.5% Female 18-24
week– 67.6% versus 49.4%,
15.8%
respectively. Once a month
10.7%
Male 25+
17.5% Female 25+
Males 18-34 years are the most
3.1%
frequent consumer of online video Less than once a 8.9%
content - with nearly three-quarters month 6.3%
(74.0%) viewing online video content at 13.3%
least once a week. The true champions
of online video viewership are men 18- % of Respondent Who View Online Video
24 years old. One-third (33.7%) of this
segment watches some type of online Chart 1 –Frequency of Viewing Online Video
video content daily. (Chart 1) Source: Burst Media research, December 2007, n= 1,657
Significant differences exist between age segments and the types of online video content
consumed. Music videos literally rock with respondents 18-24 years, as over half (53.1%) say
they seek it out online. Music is followed closely comedy video (46.9%), TV show video/clips
(44.4%), and movie trailers/advertising (43.0%). Entertainment is also the most popular
video content viewed by respondents 25-34 years. Beyond the age of 35 years, respondents
clearly make news their leading choice of video content.
Ominously, 15.3% of respondents immediately leave the website once they encounter an in-
stream advertisement. Additionally, half (49.7%) of respondents say the presence of in-
stream advertising in online video content makes them less likely to view other video content
they may encounter online.
9 Burst’s Music Channel provides information, not only on bands, artists and concerts, but
also on instruments and sheet music. More than half (54.9%) of channel visitors shop
online. During the past month, half (53.9%) of channel visitors say they purchased a
music CD, and 56.4% went to the movies.
9 Burst’s Men's Channel is a collection of web sites with content focused on topics men enjoy
and seek out. Topics covered in the channel range from money and careers to health and
sports. More than two-thirds (70.4%) of visitors to the Burst Men's Channel shopped
online in the past six months. Also, three out of five (59.5%) channel visitors say the
Internet is their primary source of information on products they are considering to
purchase.
Burst also markets its ad management platform, AdConductor ™, which empowers content web
sites, online ad networks, and web portals to manage the complete process of ad sales and
service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the
United States and in London, UK. For more information, visit www.burstmedia.com or call
781.272.5544.
Online Insights is a monthly publication that highlights emerging trends in online usage and
purchasing patterns. Learn about the latest online usage trends and purchase patterns with your
free subscription to Online Insights.