Study: Online video viewing in Canada
By Adnews Staff
M Consulting and Ipsos Reid have released the results of a study into Canadian habits regarding the viewing of online video. According to the report, 80% of the online survey's respondents watch at least some video content. Among those viewers, 41% reported watching more online video this year than they did last year. Males between the ages of 18 to 24 are the largest and most frequent audience for online video, with 76% watching several times per week. Eighteen percent of respondents indicated an intent to purchase products from companies that have developed entertaining content online. Sixty-eight percent of those over the age of 55 reported watching some online video. Forty-nine percent cited poor production quality as the main downside to watching videos online compared to television. Sixty-five percent of viewers said comedy is their most-watched genre. "A loyalty of sorts is being developed for online video," said Bill Mohri, president of M Consulting. "There is the potential that a critical mass of Canadians could be watching more online video than TV much sooner than experts predicted. It's clear that brands have an impact with more frequent viewers of online video. It's a more engaging, interactive medium. Brand marketers and content producers need to pay attention to this growth area because it's much less expensive than TV advertising and has real potential to reach consumers more effectively than TV."