This one is purely a market study I believe, and I'd like to see some
that relate directly to education.
It looks to me like this trend of folks adopting the "rich-media"
habit is something pretty special (along with video DVDs outstripping
every previous delivery method/format in terms of rapid growth)
here is where I found it:
Name: Cow News Droid
Date: Feb 8, 2005 at 16:38 gmt
Subject: News: Online video has arrived, according to Online
Publishers Association research study
(NEW YORK, NY -- February 8, 2005) The Online Publishers Association
announced today the results of its Online Video Viewing Study.
Conducted in partnership with Frank N. Magid Associates, the study
surveyed 27,841 Internet users age 13 and older and found that online
video on high quality content sites is becoming increasingly popular
among Internet users and proving to be a powerful and effective
advertising platform. The research found that online video viewing is
a common activity for many Internet users. More than half of those
surveyed (51%) indicated that they watch video online at least once a
month, 27% watch at least once a week and five percent watch video
Online video viewers have highly desirable demographics. Twenty-three
percent have household income of $100,000 or more. In addition, 87%
have broadband access at work and 76% have broadband access at home.
"As broadband penetration grows, content providers are substantially
increasing the amount of video available on their sites," said
Michael Zimbalist, president of the Online Publishers Association.
"More than one in four consumers surveyed already watch online video
each week, and our research suggests that they have an appetite for
Anytime... Day or Night
Most frequently done at home, online video viewing is strong
throughout the day, evenings and weekends. While 47% view online
video on from 8 a.m. to 5 p.m., viewing peaks from 5 p.m. to 11 p.m.
on weekdays with 57% indicating they watch online videos at that
time. Importantly, viewership shows a second spike on weekends, with
43% indicating they usually watch online videos then
News clips, viewed by 66% of those surveyed, are the most commonly
watched type of online video, followed by movie clips and trailers at
49%. However, sports highlights are watched most frequently, with 48%
watching at least once a week, and 11% watching daily.
While content sites showed dramatic increases, the increases in time
spent on a percentage basis on Web utilities were more modest. Time
spent with e-mail increased 32 percent among the 18 to 34 year-old
broadband population compared to those with dial-up. Time spent with
Instant Messengers among this group increased 14 percent, as did time
spent with online banking. Retail, which is similarly transactional
in nature, saw only a 19 percent increase in time spent.
Eighty-five percent of those surveyed said that when they watch videos
online, they watch them in their entirety. Even among those who said
they do not watch the video in its entirety, 61% say they watch until
they have the information they want.
Lights, Camera... Action!
The data revealed that consumers have a strong positive reaction to
online video ads. Seventy percent of respondents said they had seen a
video advertisement online, and 44% said they had taken some action
as a result of seeing that ad. Specifically, 34% checked out a Web
site, 15% requested information and 14% went to a store to check out
a product. Most significantly, 9% said they made a purchase and 3%
said they bought a subscription as a result of viewing an online
"These results show that consumers are doing more than just noticing
video advertising online; they are taking action as a result of those
ads," said Mr. Zimbalist. "Cleary, there is a significant opportunity
for marketers to capitalize on consumers' receptivity to this form of
advertising, particularly within the unique interactive environment
of the Web."
Surf and Ye Shall Find
Interestingly, 59% of consumers indicated that they usually discover
online videos through random surfing on the Web. This suggests that
there is a significant opportunity for publishers to raise awareness
for the availability of online video on their sites.
Further, the number one reason cited by survey respondents (52%) for
not watching video on the site on which they were surveyed is that
they didn't know video was available. Consistent with that finding,
53% said that the ability to easily find their favorite types of
videos would motivate them to start watching online video.
Hosted at Frank N. Magid Associates' online division
surveysonline.com, the survey was conducted in October/November 2004
through pop-up intercepts on the home pages and key entry pages of 25
OPA member Web sites. There was a one to two week field period per
Web site. A full presentation of results can be found at the Online
Publishers Association Web site at www.online-publishers.org.
About the Online Publishers Association
Founded in June 2001, the Online Publishers Association (OPA) is an
industry trade organization whose mission is to advance the interests
of high-quality online publishers before the advertising community,
the press, the government and the public. Members of OPA represent
the standards in Internet publishing with respect to editorial
quality and integrity, credibility and accountability. OPA member
sites have a combined, unduplicated reach of 113.4 million visitors,
or 70.4 percent of the total U.S. Internet audience (Source: comScore
Media Metrix, December 2004 combined home/work/university data).
For more information about the Online Publishers Association, visit
Harley W. Blake III
Digital/Analog AV Tech
University of Vermont