According to new research from GigaOM Pro, online video viewers tend to be young, rich early adopters. Written by TDG analyst Michael Greeson, the report surveyed a cross-section of 2,000 consumers to determine who’s watching online video and how.
Image by SESConferenceSeries via Flickr
More than a third of online video viewers surveyed were between the ages of 18 and 32, while those ages 33 to 44 accounted for another 30 percent of viewers. This makes the median age of online video viewers in the survey 41 years old.
Online video viewers also tend to be early adopters. They are more likely to own an HDTV, DVR or standalone Blu-ray player and operate a home network than those that don’t watch video online. They are also more slightly likely to be well off. Roughly 14 percent of online video viewers make more than $100,000 or more, compared to 11 percent of non-online video watchers.
So what are the young, the hip, and the (slightly) well off watching? The vast majority are still going online for so-called video snacking, with 63 percent of survey respondents saying they tuned into sites like YouTube for user-generated content and another 37 percent saying they watched videos they found linked on Facebook.
However, viewing of premium content is also on the rise, with 32 percent saying they tune into traditional TV programming on sites like NBC.com or CBS.com, and 30 percent saying they watch videos of local news and weather reports online.
Younger viewers are more likely than any other group to watch a variety of videos, with those 18-32 years old tuning into more user-generated content, online movies, online TV shows from aggregators like Hulu, and original online-only video. Older viewers, on the other hand, were more likely to tune into the Internet for local and national news.