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On-line Video Viewing Is On The Rise
Healthcare
Marketing Article
If a picture says a thousand words, then imagine the message conveyed
by a short informational video clip viewed on the Internet by a client
who forwards it in an email to a friend or colleague.
On-line streaming video viewing is on the rise, according to a survey
of 500 respondents conducted by Advertising.com in June 2007. More than
80% of the respondents said they watched more on-line video in 2007 than
in 2006. In spite of the youth buzz associated with the Internet, among
those surveyed who said they view on-line video, 69% were 35 and older
compared with 31% who were under 35.
Regardless of age, most on-line video viewers said they are watching multiple
times during the week and nearly all are watching from home. About 45%
of their viewing takes place at night. While those between the ages of
18 to 34 show a preference for entertainment such as music videos and
TV shows, the over 35 demographic is looking for news and other important
information to watch on-line.
These video viewers love to share information and 42% of all those surveyed,
said they forward favored clips to a friend. Among those viewers who go
on-line to watch videos multiple times per week, 55% will pass along clips
they enjoy. Nearly half (47%) of the women who said they watch on-line
video were inclined to forward the clips, and about one-third of the men.
The study looked at the preferred length of on-line streaming video as
well. Results show 63% of those surveyed prefer video ads shorter than
a 30-second TV commercial. Of the respondents reporting they view on-line
video more than once a week, 72% watch a video to completion.
Clearly video streaming has become a mainstream vehicle for most adults
seeking on-line information and entertainment. It should be a staple in
your integrated marketing program.
Sources:
Advertising.comTM
(2007). Bi-Annual On-line Video Study: First-Half 2007 vs. Second-Half
2006. Retrieved September 17, 2007 from the World Wide Web: http://www.advertising.com/data/research/123/Research-BiAnnualVideoReport.pdf
Sharon Kantor Bogetz, MBA, MEd, president of Midwest Marketing Solutions and Midwest Dental Solutions, companies that market print, website and logo design services and products to health care practitioners.
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