March 27, 2008, 12:00 AM

Young adults tune in to video content online

Retailers looking to engage young consumers through online video have more reason to roll the cameras. 42% of consumers age 18 to 34 watch videos online at home at least once a week, and 9% “strongly agree” they watch TV less often, Leichtman Research Group says.

Internet Retailer

Retailers looking to engage young consumers through online video content have more reason to roll the cameras. 42% of consumers age 18 to 34 watch videos online at home at least once a week, up from 28% in 2007, a new study from Leichtman Research Group says. And, of the 1,250 households surveyed, 9% “strongly agree” that they now watch TV less often.

“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.

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. m

paul@verticalwebmedia.com

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