Top 8% Of Users Watch Twice As Much Online Video [Bit Rate]
A new research report from Nielsen, commissioned by the Cable and Telecommunications Association for Marketing (CTAM), has identified eight distinct broadband user groups based on their usage habits of broadband, the devices that they use to access the Internet and their views and motivations about their Internet usage. At the far end of the spectrum is a group that the report calls "Extreme Techies," which are characterized as the top 8 percent of all broadband users in terms of their consumption of online video. While other broadband users watch, on average, 44 minutes per week of online video, the report indicates that the "Extreme Techies" spend just over an hour and a half each week watching their favorite online video.
Here's how Todd Spangler, of Multichannel News' Bit Rate blog describes this segment of broadband users:
Extreme Techies see themselves as “ambitious, adventurous, tech-savvy and spontaneous.” The highest-consuming Internet video users are 63% are male, with a mean age of 31 and an average annual income of $67,000. About 38% have connected their computers to their TVs to view TV and movie content.
A large majority of this group told Nielsen that they supplemented their regular television viewing with online video offerings and that 60 percent already knew which shows and videos that they wanted to watch before they sat down in front of their computer.
Spangler compares this latest Nielsen research to another survey from comScore taken in October of 2007. His conclusion is that the the broadband users that aren't in the high-consumption group when it comes to online video are actually closing the gap with those that watch more online video.
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