Searching for online video

"Who actually is searching for online video?"

The young guns you would think - wouldn't you.

Hoewever UK family households make up most of the people searching for online video from the home, according to new research!

According to Nielsen, in September 2006, 2.3 million UK households clicked-through to a video/movie site from a search engine, racking up over 6.7 million click-throughs in total.

Thus family households accounted for over half (53%) of all these click-throughs, but , young couples without kids are twice as likely to be responsible for a click-through to a video/movie site (4.8%) than for a click-through across the entire Internet (2.3%).

‘Empty nesters’ are 40% less likely to be responsible for a click-through to a video/movie site (16.2%) than for a click-through across the entire Internet (27.1%).

In Sept 06 younger couples with no kids accounted for 4.8% of all click-throughs to video/movie sites but only 2.3% of all click-throughs across the Internet.

Source: Nielsen, Sept 06

Alex Burmaster, European Internet Analyst, comments: “Contrary to popular perception, search click-throughs to online videos aren’t coming from twenty-somethings. In fact it’s the opposite.

Almost three-quarters of online video search click-throughs come from family households or households comprising couples over 35 with no children.”