Internet users age 35-54 accounted for nearly half (45 percent) of viewers of online video as of August, according to research by comScore Networks and StreamingMedia.com, writes ClickZ. That age group was 20 percent more likely than the average to watch online video, and those age 25-35 were 12 percent more likely than the average to do so.

More than 100 million users - nearly 60 percent of the U.S. online population - streams or downloads online digital media each month.

Nearly two-thirds of internet users who streamed audio or video did so via a major portal sites, 50 percent from an entertainment site, more than 17 percent via a music site, and 15 percent from a retail site.