Most people would expect younger Internet users to make up the majority of the online video viewing audience, and most people would be wrong. Recent figures point to an online video audience that has an average age of a little over 39.
BIGresearch conducted a survey spanning from July to August 2006 to find that the average age of U.S. adult Web users who regularly or occasionally watch online video content was 39.4 years of age.
The data also breaks down average adult ages by gender and found that the average female who downloaded or streamed online video content was 41.2 years old, while the average male was 38.3 years old. The average age of all adult Internet users is 44.6.
Data released by Arbitron/Edison Media Research seems to confirm BIGresearch’s findings. The data, released in May 2006, indicated that 45% of all U.S. online video viewers were between the ages of 25 and 44, compared to 32% between the ages of 12 and 24.
The Arbitron/Edison Media Research data also indicated that 62% of all U.S. online video watchers were male, while the remaining 38% were female. Sixty-nine percent of respondents were employed, while 20% were students. Eighty-one percent had broadband connections, while 47% indicated that they planned on switching to broadband within the next 12 months.
Older data from 2004 and 2005 did point to a much younger online video audience, but this seems to be outdated and irrelevant to current online video user profiles.
This information is important for marketers trying to reach online video viewing audiences. Not only is the stereotype of a typical online video viewer dispelled, but a renewed hope for viable results should be stirred. After all, an older audience means an audience more inclined to, and capable of spending significant dollars online.
Source:
http://www.emarketer.com/Article.aspx?1004831
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