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.
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.