Online Video Opens Favorite Age Groups To Marketers - InformationWeek

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Online Video Opens Favorite Age Groups To Marketers

It's not just 'college kids' who are watching the Web, consumer researcher ComScore says; older, more affluent people are checking out online video too.

Online video is being watched by two of the most prized age groups in advertising, presenting a big opportunity for marketers, a consumer research firm said Thursday.

People between the ages of 35 and 54 years old accounted for more than 45 percent of all video watched over the Internet in August, ComScore Networks said. That same age group was 20 percent more likely to watch online video than the average Internet user.

Another age group that's a vital target for marketers selling a variety of products and services, 25 to 34 year olds, was 12 percent more likely than the average Web user to watch streaming video.

“Contrary to public perception, it’s not just ‘college kids’ or ‘bleeding edge’ Internet users who are streaming videos," Erin Hunter, senior vice president of ComScore's media and entertainment research, said, in a statement.

Helping drive consumers to video are publishers' use of high-quality video product clips, music videos, movie trailers and full news broadcasts to engage consumers.

"This creates a fantastic opportunity for advertisers to capitalize on what is now a mainstream audience,” Hunter said.

The study, which was done in conjunction with StreamingMedia.com, is based on data gathered from more than 1.5 million U.S. consumers who gave ComScore permission to confidentially monitor their browsing.

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