Nearly one in four web users (24 percent) watch online video at least once a week and nearly half (46 percent) do so at least once a month, according to a new study by the Online Publishers Association conducted by Frank N. Magid Associates, reports MediaPost. Some 69 percent of respondent said they have viewed video online at least once; 5 percent said they watch video daily.
Also, 66 percent of respondents said they have viewed an online video ad, and as a result 31 percent of them visited the advertiser's website, reports ClickZ.
Moreover, among those viewing a video ad, 14 percent requested more information about the advertised product, and 8 percent made a purchase after watching the ad. Web video ads also resulted in offline action, with 14 percent visiting a store to see the product.
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Some 22 percent of those surveyed said they'd view an online video ad lasting 10 seconds or less, 39 percent would view one that's 30 or so seconds long, and 17 percent said they'd watch one for over a minute.
Some 29 percent of respondents said they were very or somewhat likely to watch a pre-roll video ad before viewing video content, and 42 percent said they were very or somewhat unlikely to do so, reports ClickZ, citing information not in the report (pdf) but provided by OPA VP of marketing and membership Pam Horan.
Among those who view video online at least once a week, the average age is 33, 64 percent are male, 85 percent has high-speed internet access at home. Entertainment and news are among the most popular offerings: 58 percent of those who watch online video view movie clips or trailers at least once a month; 57 percent watch humorous clips; 56 percent view news and current-events videos; and 47 percent view music videos.
Pointing to video's viral effect, the study found that that 38 percent of online video watchers occasionally or frequently let others know about online videos they've heard about.
