Younger Demos Shift Focus From TV Screens to YouTube

Mike Vorhaus on Digital Marketing

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There's been a lot of debate about how people prefer to get their video fixes and whether or not PC viewing is starting to cannibalize attention to the big screen. Not surprisingly, it varies widely by demo.

While a majority of consumers say they would rather watch video on their TVs than their PCs, remarkably 13% of people feel otherwise. Younger adults are the least committed to TV, with only 23% strongly agreeing that they prefer TV for video viewing. In contrast, more than 48% of the 55- to 64-year-olds strongly prefer TV.
Mike Vorhaus
Photo: Stephanie Diani
Mike Vorhaus is senior VP-managing director of new media and strategy for Frank N. Magid Associates.

Almost 29% of the 12- to 64-year-old population report that the PC is competing with the TV for their entertainment time. For 18- to 24-year-olds, that number rises to 36%; for 55- to 64-year-olds the number falls to 27%. And almost a quarter of online Americans believe the internet is the future of video viewing, with younger adults expressing more confidence in that prediction.

Young people are particularly likely to report that they are watching less TV since they started using social-networking sites such as MySpace or Facebook. More than 22% of 18- to 24-year-olds say they are watching less TV since they started using social-networking sites.

Americans also believe their use of online video has cannibalized TV. Overall, more than 15% of respondents say they watch TV less as a result of watching online videos. And 25% of 18- to 24-year-olds believe that online video is cannibalizing their TV viewing. In comparison, fewer than 11% of 45- to 54-year-olds report such cannibalization.

Source: Frank N. Magid Associates
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