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OPA study finds watching of online video common

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New York—Online video viewing is a regular practice for Internet users, according to a study by the Online Publishers Association.

The study, “From Early Adoption to Common Practice: A Primer on Online Video Viewing,” was conducted in partnership with Frank N. Magid Associates. It found that 24% of Internet users watch online video at least once a week, and 46% watch online video at least once a month.

Also, 66% of video viewers have watched online video ads, and 44% of those have taken an action based on what they've seen. Actions taken as a result of watching online video ads include visiting a Web site (31%) and making a purchase (8%).

—Kate Maddox

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