Online video use is fast-forwarding Web 2.0

The US nationwide survey, that was conducted in March this year, shows that not only is the quantity of online video getting better and better but that audience demographics are changing as well. Last year only nine per cent of Americans watched online video on a daily basis; today 52 per cent of 12- to 64-year old Americans watch online video at least once a week. Whilst it is undoubtedly the case that older users are turning to online video in increasing numbers for news and entertainment, the medium is still largely the domain of the 18- to 24-year old male. Eighty per cent of this demographic watches online video at least once a week. The study also shows that women in the same age group, while not as avid online videogoers as young males, are also turning to the media in increasing numbers, with 53 per cent of 18-to 24-year old females using online video. By contrast, 55-to 64-year old women are least likely to use online video services with, but, nonetheless, 39 per cent reportedly do use the media on a weekly basis. Also interesting is the content that is being accessed. Compared to the way things were just a year ago, today more than a third of online Americans in that all important 12- to 6-year old age group now watch online video news and weather reports as well as movie previews. "Consumers are watching news stories, movie previews, clips from TV shows, and, in some cases, even full-length TV shows and movies," says Mike Vorhaus, the senior vice president and managing director for the research organisation Frank Magid Associates, Inc.