Hunger for Online Content Remains Undiminished:eMarketer

Consumers have demonstrated a voracious appetite for online content that shows no signs of abating. In November 2011, research firm JZ Analytics conducted a survey of US internet users for semiconductor manufacturer Broadcom and found that nearly 87% of respondents consumed 11 hours or more of online content per week at their workplaces or homes, whether surfing the internet, watching online video or checking email.

Digital content consumption levels were lower for consumers on the go who used laptops, smartphones or tablets. From that group, only 31% of people said they consumed 11 or more hours of content, which makes sense given that they were likely accessing content on a smaller screen.

The immediacy and ease of streaming services continue to draw users in search of online video. According to the survey, 58% of respondents said they watched online videos on web-based streaming services that hosted user-generated content, such as YouTube. And more than one-third of respondents said they watched content on full-episode player sites, such as Hulu or Netflix.

Broadcom also found that the majority of respondents watched videos online—in fact, more than two-thirds of those polled said they watched at least one online video a day. And about one-quarter of respondents said they watched three or more videos a day. Online video’s continuing popularity and increasing penetration reflects its emerging status as a mass-market medium, presenting new opportunities for brands to reach consumers.

eMarketer estimates spending on online video advertising—much of which supports the video content consumers are so hungry for—will reach $3.12 billion this year in the US, up 54.7% over 2011. Online video is the fastest-growing online ad format in the country, albeit from a comparatively small base.


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