Knowledge Networks/SRI has come up with a cute name for online users who frequently stream videos and audio during their time on the Web: "streamies." Thoughts on the nickname aside, the fact that anyone has deemed this segment worthy of their own nickname confirms the strong momentum that online content possesses.
Vice president at Knowledge Networks/SRI, Robert DeFelice, likens this event to the emergence of broadband, saying, "we're seeing this as another watershed moment, where people are morphing over to this medium and are beginning to use it in a way, that is becoming important for advertisers to understand as they look for new ways to reach consumers."
Streamies are defined as those online users who streamed online video or audio content at least once during the past week.
For males ages 12 to 17, 43% were found to be streamies. For females of the same age group, 40% were found to be streamies.
For males ages 18 to 34, 36% were deemed streamies. For females of this age group, 16% were concluded to be streamies.
Twenty-one percent of men ages 35 to 64 fell into the streamies category, while only 11% of women in this age range fell into the same group.
The data confirms what most would expect. Younger users are more likely to be streamies than older users.
Streamies ages 12 to 17 spend 28% more time online than those in their age group that are not streamies. This number jumps to 41% more time online for streamies between 35 and 64, and to 67% more time online for streamies ages 35 to 64.
Time spent watching or listening to streaming content online did not take away from users’ time spent with traditional offline media. In fact, many streamies were found to spend more time with offline media than their non-streamie counterparts.
Sources:
http://publications.mediapost.com/index.cfm?fuseaction=
Articles.showArticleHomePage&art_aid=59526
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