ComScore, Media Contacts study reveals big differences in online video viewing habits

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Reston, Va.—Online measurement company comScore and Media Contacts, the global interactive media network of Havas Media, Thursday released the results of a proprietary study designed to provide insight into the consumption habits and mindsets of Internet video users at home, work and university locations in the U.S.

The study found huge differences in those habits. The heaviest viewers (defined as the top 20% of viewers) averaged 841 minutes of online video viewing per month; moderate viewers (the next 30%) averaged 77 minutes; and the lightest viewers (the bottom 50%) watched an average of six minutes each.

“The difference in consumption levels was astounding,” said Jarvis Mak, VP-research and insight at Media Contacts, in a statement. “The usage differences are reminiscent of the early days of the Internet.

YouTube is a common thread among the heavy, moderate and light segments. It is the top video site for all three and attracts the most overall video viewers (54%).

—Carol Krol

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