March 14, 2008, 12:00 AM

More young adults taking popcorn to their PCs to watch videos online

Young adults love videos and TV shows, and increasingly they’re watching them online, says a study from Leichtman Research Group Inc. 42% of consumers age 18 to 34 watch videos online at home at least once a week, up from 28% in 2007.

Katie Evans

Managing Editor, International Research

Young adults love videos and TV shows, and increasingly they’re watching them online, a new study from Leichtman Research Group says. 42% of consumers age 18 to 34 watch videos online at home at least once a week, up from 28% in 2007. And, of the 1,250 households surveyed, 9% “strongly agree” that they now watch TV less often.

Online video viewing also increased among older individuals-15% of respondents 35 and over say they watch an online video at least once a week, compared to 13% last year, the study says.

About 31% of those surveyed who use the web at home watch an Internet video once a week or more, up from about 25% last year. 10% view online videos daily. Men between the ages of 18 and 34 accounted for 40% of daily viewers, even though they represented only 17% of Internet users surveyed.

About half (52%) of web users typically spend 10 minutes or less each time they watch videos online at home. 9% of Internet users polled had watched a TV episode on the Internet in the past week.

“Online video is emerging as a medium unto itself-not necessarily a replication of, or an alternative to, traditional TV viewing,” says Bruce Leichtman, president and principal analyst for Leichtman Research Group. “In analyzing the growth of online video, it is important to understand the characteristics of those who are most likely to view video online, and the types of content that are most appealing.”

Despite the growth in online video viewing, just 4% of Internet users polled said they would strongly consider terminating their TV service and only watch videos via the web.

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