Consumers between ages 35 and 54 accounted for more than 45% of online video watched in August 2005, according to research by ComScore and StreamingMedia.com, which observed the browsing behavior of more than 1.5 million U.S. consumers.
This older age group is also 20% more likely to watch online video than the average Internet user. Twenty-five to 34-year-olds are 12% more likely than the average Internet user to watch a stream online.
This is good news for marketers who look to these age groups as key targets for their products and services. The research demonstrates that watching video online has become a mainstream activity, no longer the exclusive purview of youth and early adopters.
In other non-age-related findings from the study, more than 100 million users consume online digital media (in the form of streams and downloads) in the U.S. in a month. Video is streamed across all dayparts and demographics, with the prime-time and daytime dayparts showing particular strength.
How do users find video? Nearly two-thirds of U.S. Internet users in August streamed audio or video through a portal, and almost 50% did so from an entertainment site.