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.

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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