Four types of Web video watchers

Posted on February 15, 2008 by Melissa Worden

Media Contacts (part of Havas Media — an international communications consulting group) has identified four key types of Web video watchers to help guide media planning efforts (with the data from a comScore study), reports MediaPost (ack … that’s a whole lotta sourcing!).

I thought this might be useful information for planning video viewing. In the rush to slap as much video online as possible, it doesn’t seem to me that many newspapers have researched enough how their readers access their videos and why.

* Content Explorers: These are viewers 35 to 54 who are platform-agnostic and as willing to watch reality shows, daytime soaps and news programs online as on TV. They tend to have household incomes of more than $100,000.

* On Demanders: More likely to be heavy video users, with three-quarters using a DVR and/or a video-on-demand service. These 18- to-34-year-olds are also the most likely to have watched full-length videos online.

* Sight & Sounders: The 55-and-over crowd makes up about one-third of the online video audience, but much prefers TV. That may change over time as high-quality video comes online in more user-friendly form.

* Television Devotees: This group skews more heavily toward women, and would rather watch their favorite shows on TV but will turn to network Web sites to catch up on missed episodes.

Comments

One Response to “Four types of Web video watchers”

Love Those Links: A mid-February Roundup « TEACH J: For Teachers of Journalism And Media on February 18th, 2008 8:58 pm

[…] Four types of Web video watchers is an interesting post about different groups of people use and skim the inernet as well as TV and […]

Leave a Reply