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Canada Tops US in Online Video Engagement

Greater frequency and more passalongs than viewers in the UK and US

December 27, 2010 | Video

Online video has taken hold in the US, with comScore reporting more than 175 million unique viewers in October 2010 watching an average of over 900 minutes of online video each that month. But research from Angus Reid Public Opinion suggests web users in Canada may be even more avid consumers of video over the web.

The survey of internet users in Canada, the US and the UK found respondents in Canada were most likely to visit online video sites in general, with just 30% never visiting, compared with 35% in the US. Internet users in Canada also checked the sites most frequently, 4 percentage points more likely than US respondents and 7 percentage points more likely than UK respondents to visit daily.

Frequency of Visiting Online Video Sites According to Internet Users in Canada, US and UK, Dec 2010 (% of total)

Online video site users in Canada were also more active in passing videos along to others, and were more likely to have received links to video content. They were significantly ahead of their counterparts in the US and UK by both of these social measures.

Online Video Site Users in Canada, US and UK Who Have Forwarded or Received a Video Link*, Dec 2010 (% of total)

According to an earlier survey by M Consulting and Ipsos Reid, 41% of internet users in Canada say they watch more online video now than a year ago, vs. just 7% who reported watching less. Video viewing frequency was highest among young people, nearly half of whom watch online video at least once daily.

Frequency of Watching Online Video Among Internet Users in Canada, by Age, Sep 2010 (% of respondents)

Men watched much more online video than women: 17% of males did so several times a day, compared with 3% of females.

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Check out today’s other article, “Email, Social Media to See More Marketing Dollars in 2011.”



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