The way in which users consume video online has drastically changed the way entertainment is distributed. Not only can individuals access entire series on television shows as soon as they are released. It has also had an impact on the way in which businesses engage with their target audience. Users are exposed to an array of video marketing content that can be easily viewed and shared, organically extending its reach at an exponential rate.
We have all heard the often cited statistic from Cisco that by 2017, video will account for 69% of all consumer internet traffic, but how much video content are users currently watching?
Following on from the survey on user engagement with online video content that revealed the two most popular social media platforms for video consumption were YouTube and Facebook, Hyperfine Media have just conducted a new survey where they asked 1500 people across the UK to reveal how often they watch video content online.
The survey reveals that almost a quarter of the nation (24.4%) watches online video content at least once a day. The remaining top responses include once a week (21.3%), multiple times a day (16.7%), every other week (16.1%) and every other day (14.9%). This means that over three quarters (77.3%) of the UK are watching video from a little as once a week to multiple times every day.
There were also a clear trends revealed in the survey results. Watching online video at least once a day was the top response across all the different respondent demographics. In terms of gender, this was the top response amongst both males (25.9%) and females (22.8%), as well as the various age groups that took part such as 18 to 24 year olds (28.0%) 25 to 34 year olds (28.7%), 35 to 44 year olds (26.7%), 45 to 54 year olds (16.1%), 55 to 64 year olds (16.2%) and over 65’s (25.4%).
Watching video online at least once a day was also the top choice among the various regions of the UK that took part in the survey. On average a quarter of respondents in England (24.4%), Wales (22.2%), Scotland (24.1%) and Northern Ireland (25%) consume video media on a daily basis.
Video content is a growing trend in digital content marketing due to the mediums ability to satisfy the needs of a variety of audience types. No matter whether you want to inform, entertain or educate, video provides the means of simple and effective engagement with a wide audience that is only set to increase.
By Garth Haley, Corporate Videographer, Editor and Animator at Hyperfine Media.
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