It's not just the kids watching online video these days.
At 39.4 years old, the average adult who downloads video is about five years younger than the average Internet user, according to BIGresearch.
The data refer to all Internet users or Internet video viewers. The number of US adults who have downloaded a TV show, for example, remains small.
Like the BIGresearch data, a demographic profile from Arbitron/Edison Media Research is based on self-reported survey results, but still points to the significant trend of more mature viewers. The survey indicates that over a fourth of online video viewers are 45 or older.
eMarketer senior analyst and online video specialist David Hallerman says that the idea that online video is only for the young is a stereotype.
"This is a case of reporting not quite catching up to reality," says Mr. Hallerman. Earlier research for 2004 and 2005 from the Pew Internet & American Life Project and Princeton Survey Research Associates found that 58% of those who download videos were age 28 or younger. Mr. Hallerman says that "this is the kind of older data that appear to still be informing too many reporters' views."
Baby Boomers are plenty tech-savvy overall. Sharon Whitely of Boomer-focused research firm ThirdAge says "Third Agers are regularly stereotyped as being technophobes and slow to jump on the technology bandwagon. However, not only are they online, they're surprisingly a formidable presence on the Internet."
eMarketer's Baby Boomers report will be published in May 2007. To be notified when it is released, click here.