Mobile, social media spur online video
Parent Category: News | 11-10-2013
The increasing popularity of social networking sites and the proliferation of mobile phones are the key drivers to the rapidly growing US online video market according to the Pew Research Centre.
The 2013 Internet & American Life Project Omnibus Survey, carried out four years after its predecessor, found fundamentally that the percentage of online adults who watch or download videos has also grown from 69% in 2009 to the current figure of 78%. It also vindicated the strategy of Facebook for one to develop video services over its network by revealing that among online video consumers, 58% say they watch videos on social networking sites like Facebook. Among adult mobile phone owners, 41% use their phones to watch video.
Nearly three-quarters (72%) of all users watch content on a video-sharing site such as Vimeo or YouTube while 56% watch videos online, including on social network sites or using mobile apps. Just over a third (36%) download video files onto a computer or mobile phone so they can play them at any time they want.
Similar to the situation in 2009, comedy and educational videos were found to be among the most widely viewed video genres, with 57% saying they watch comedy/humorous videos and half saying they watch educational videos. These two genres are now joined at the top of the list by how-to videos and music videos which showed the largest growth in viewership between 2009 and 2013, from 32% to 50%.
Not surprisingly, the data revealed a number of clear age and gender demographics. Viewers aged 18-29 were more likely than those age 50 and older to watch music videos (81% vs. 39%), comedy videos (82% vs. 61%), and animation videos (47% vs. 20%). In addition, more male than female online video watchers view sports videos (49% vs. 23%), political videos (40% vs. 30%), and adult videos (25% vs. 8%) online.
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