Friday, February 18, 2011
Stat of the Day: 68.2% of US Internet Audience Are Online Video Viewers
In 2011, 68.2% of US internet users, or 158.1 million people, will be watching video online at least once a month. By 2015, 76% of the internet audience, or 195.5 million people, will be viewing video regularly online.
Online Video Viewership:
What do these statistics look like when broken down by age? And, is there any insight that relates this information to the most accessed sites and video channels used? I would hazard to guess that the 50+ video viewing audience are less likely to stream online video from their smartphones than they would from online video channels such as news sites or YouTube, whereas teens and 20somethings are accessing video through mobile devices more than computers.
For 2011, eMarketer estimates that the group with the highest level of online video penetration will be the 25-to-34-year-old segment, at 19.5% of this population. Penetration will be almost as high among younger adults ages 18 to 24 (15.7%) and those 35 to 44 and 45 to 54 (16.7% and 15.7%, respectively).
Among internet users—the part of the population naturally most interested in online video—the video viewing audience is young: 82% of teen internet users and 87% of young adults ages 18 to 24 currently watch online video at least once a month. Interest is not as intense among older internet users, dropping from 81% of those ages 25 to 34 to just 30% of internet users age 65 and older. Growth will continue among all age groups through 2015, to reach 93% of all young adult internet users and 42% of all seniors.