Internet Users Are Glued to Video

Everyone’s swimming in online video streams.

Young men are the most frequent online video viewers, but U.S. Internet users of all ages are getting into the act, according to BurstMedia‘s “Online Insights” report, conducted in December 2007.

BurstMedia found that more than seven out of 10 adult U.S. Internet users surveyed had viewed online video content. A majority of all age segments had watched online videos, including more than half of respondents age 65 and older.

Young men were viewing most often. More than a third of the 18- to-24-year-old male online video viewers in the survey reported that they watched once a day or more.

The good news for advertisers is that more than half of online video viewers recalled seeing in-stream advertisements in content they had watched.

But more than three-quarters of respondents said in-stream advertisements in online video were intrusive, and about onehalf said advertisements in video content disrupted their Web surfing experience. Women were more likely than men to say advertisements in video content disrupted their surfing.

One-half of respondents stopped watching an online video once they encountered an in-stream advertisement.

More than two-thirds of respondents said they paid about the same or less attention to in-stream video advertisements than to standard creative units on the same page.

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