Free ContentFor Members Only
Home > DailyMediaData.com > Digital Audiences in the Driver's Seat. Time Spent Online Increasing Exponentially.

Digital Audiences in the Driver's Seat. Time Spent Online Increasing Exponentially.

May 12, 2008
Viewing TV Online

Published: May 12, 2008 at 04:31 AM GMT
Last Updated: May 9, 2008 at 04:31 AM GMT

In 2006, 32 percent of adults 18 to 24 said they spent more than three hours per day, on average, online for personal enjoyment, according to JackMyers research. In 2007, 44.5 percent of adults 18 to 24 said they spend more than three hours per day.

"The focus now is on the consumer," says JackMyers Future of Media Breakfast panelist Sara Fay, CEO of Aegis North America, when asked about trends in digital content. "We have to remember the user is in control, and that facilitates great experiences for consumers and adds value for them."

The audience Fay and others are trying to reach has some interesting characteristics. Nearly 53 percent of adults 18 to 24 who watch user-generated videos online say they watch occasionally or frequently, while 33 percent of adults 25 to 54 say the same, according to JackMyers Emotional Connections™ Consumer Research Studies*. 18 to 24 year-old males view more frequently than females that same age: nearly 64 percent of males say they watch user-generated videos online occasionally or frequently vs. 43 percent of females.

Teens view user-generated content with even greater frequency. Among teens age 15 to 17 who watch, 64 percent say they watch occasionally or frequently.

That younger demographic also goes online not just for user-generated content, but for some of their network television viewing as well. Forty percent of online users age 12 and over watch television programming online and 20 percent say they watch on a weekly basis, according to a February 2008 study by Solutions Research Group of 1100 online Americans. Of teens 15 to 17 who watch network television online, 48 percent say they do so occasionally or frequently. And among adults 18 to 24 who watch network TV online, 42 percent say they watch occasionally or frequently. Of 25 to 54 year-olds, 28 percent say they occasionally or frequently watch, according to the Emotional Connections Study.

Dina Kaplan, COO of blip.tv, in an exclusive interview with JackMyers Media Business Report, says "what's happening right now online, especially through sites like blip.tv, is very threatening to the old network system. The networks have lost the control that they had since the advent of television to decide what's going to be popular and what's not." Whether a 28 year-old catches episodes of Lost on ABC.com or a 16 year-old watches the original web series The Naked Brothers Band on WWBiggies.com or Nickelodeon, the boundaries between network and online are blurring.

Albie Hecht, CEO of digital entertainment studio Worldwide Biggies, acknowledges "Our audience is primarily young adults and the digital family," says Hecht in an exclusive interview with JackMyers Media Business Report. "It's sort of two audiences that I learned at Nickelodeon and Spike." Hecht, who developed Worldwide Biggies after more than ten years at Nickelodeon, creates web properties like Star vs. Star and the upcoming Princess Bride Game.

Cutting-edge content is indeed consumed by a younger audience and more often, but the older demographic is not far behind. As programming on the web shifts to cater to its audiences, new trends of entertainment are catching on for every audience. "Funny is money," says Hecht when asked what programming performs the best on the Worldwide Biggies site. "So most of the things we do seem to have a sense of humor. I definitely say comedy is engaging."

Internet users have become seasoned critics, especially because their involvement with content is not limited to strictly consumption now; they are creating some of it as well. Thirty-four percent of adults age 18 to 24 who produce or submit user-generated content online say they do so frequently or occasionally and over 44 percent of teens 15 to 17 say the same. Young adults have moved into the driver's seat in online content.

As new and fresh online content crops up everyday, the audience paying attention to it becomes more demanding, more empowered and ever changing. The future of digital content is seemingly boundless; it's not just for a dimly lit bedroom with a laptop or an office-computer lunchtime break.

Kaplan reiterates, "We definitely believe that in a few years, many of these top Web shows will be watched on people's television sets. Honestly, I think they're meant to be watched on the comfortable couch in your living room, with a remote control in hand."

To support publishers' needs to monetize this growth and expansion, the Interactive Advertising Bureau (IAB) Leadership Forum on May 5 announced its Digital Video In-Stream Format Guidelines and Best Practices.

(*Data is based on those who participated in activity in the past month. From JackMyers Emotional Connections Study 2007: Media and Technology Usage)

add this social bookmark link

Post a Comment

Commentary Archives

October 2015
September 2015
August 2015
July 2015
June 2015
May 2015
April 2015
March 2015
February 2015
January 2015
December 2014
November 2014

See all Archived Material


The MediaVillage Articles Club: Friendsgiving
In celebration of the giving season, this month's Articles Club was billed as a Friendsgiving-style potluck. Were it not for some delicious chili and cornbread from our hostess, Chelsea, the evening may have fallen short of expectations. (I came armed with store-bought desserts and we also ditched a called-for side dish in favor of some Cabernet.) Our conversation covered a lot of ground this month even if our dinner table spread did not. As we look ahead to 2016 we have set a resolution for more diversity in our slate of suggested reading. With all due respect to The New York Times, we are going to make more of an effort to share articles from other publications in the coming months.

Stuart Elliott Revives "20 Questions" -- A Popular Holiday Tradition
One of the best friends of a columnist, apart from an elastic deadline, is the perennial feature, and I was known for one during my more than two decades writing for my previous employer. It was called "20 Questions," a column that would run before or after major holidays. Since we're about to celebrate Thanksgiving I thought it would be fun to revive it for my MediaVillage audience.

Pepsi on “Empire”: Coolest. Sponsor. Integration. Ever.
Call it the wave of the future, or a blast from the past. Pepsi’s sponsorship of Fox’s hit primetime serial “Empire” became virtually DVR-proof on this week’s episode while also evoking that long-ago era of television when advertisers were integral to the presentation and content of programming.

Office Smackdown! Baby Boomers vs. Millennials and Vice Versa
Have you noticed a difference (or ten) between Baby Boomers and Millennials in the workplace (and everyplace else, for that matter)? Especially the younger end of the former and the older segment of the latter? Of course you have -- and you aren't the only one.

SMI: Television Roars Back to Life; Digital Questionable?
Fresh off the back of soft results for many media owners in the third quarter of this year, the start of the new broadcast year has delivered some very heartening news for the television industry. Strong ad sales results for both the broadcast and cable sector helped the market to its best result of the year, with the total market up 15% compared to the same period last year.

DPAA: Audience Targeting -- Are You Missing the Mark?
With years of media fragmentation and increasing demands for better ROI, audience targeting has never been more valuable to marketers than it is today. The value for the marketers employing it, of course, includes better measurement and message delivery – and for those who fail to take advantage, smaller budgets or shorter careers.

Ten Expert Practices for Optimizing Team Performance
Visionary leaders are agents of change. Highly observant and great at reading situations, these managers know how to motivate teams to achieve new goals in the pursuit of excellence.

Net Neutrality Work-Arounds; Cutting Cords, Any Cords!
So you’ve got a MVPD subscription -- whether cable, satellite or telco -- plus broadband access and you’d like to watch video on some device or another … but you don’t know what exactly you’d like to watch and you don’t really feel like surfing 7,842 channels and web sites to find out what’s on and/or available. What do you do? Panic? Hope whatever MVPD or broadband provider you have gets smart enough to produce a guide that actually, uh, guides? Well, there are already a few gleams in the gloom out there.

NNN: When a Crisis Hits, Smart Marketers Like VW Know Where to Turn
Yesterday, Volkswagen began a print campaign in 13 newspapers across America. The purpose: To regain the trust of their customers following news of their emission issues. In the ad, CEO Michael Horn extends his apology and a special offer to those affected. Specifically, customers who qualify will be given a $500 prepaid Visa Card along with a $500 dealership card. This is the first official, public gesture that the company has made to address the consumer crisis and here at the Newspaper National Network we were honored to work with them in executing the initiative.

ABC Sales President Geri Wang on Media, Measurement and Mentoring
Geri Wang started as a physical therapy major in college but later changed to communications. Upon graduation she landed her first job working for Helen Johnston at Grey Advertising as a media research analyst. From there Geri was recruited by ABC, where she excelled. She is currently President of Sales, leading a team of nearly 300, and she is responsible for advertising sales and integrated marketing across the entire ABC portfolio including ABC Primetime, Daytime, News, Late-Night and Digital; the Disney/ABC Domestic Television Syndication Group; Fusion, and ABC Sales Development.

Unlike Certain Ads, This Column is Viewable
It seems that most weeks bring yet another jaw-dropping story from the wacky world of digital advertising. We’ve had bots, fraud, trading desks buying inventory from themselves and a host of other wonders. Last week though brought an excellent example of the genre, for which I’m grateful to Linda Holliday, the CEO of CITIA.com who brought it to my attention.

Driverless Cars and the New Automobile Era
We are now about 130 years into the automobile era. Starting with Karl Benz’s patent in the 1880s the automobile quickly became widespread with Henry Ford’s model of mass production scaling up the market 100 years ago.

MediaBizBuzz: Fox, Univision, Turner Broadcasting, Spotify and More
A roundup of the week's key news from MediaVillage member companies and trends from the wider media industry. This week, networks hit by fantasy sports woes, Fox gets creative with branding, and both Edward Snowden and "South Park" join the ad blocking debate.

Gender News Weekly: Barbie is for Boys, Too
"Inspired by Jack Myers’ upcoming book “The Future of Men: Masculinity in the Twenty-First Century,” this is a weekly blog series focused on gender equality, gender politics and the shift in gender norms in business and culture. Read on for this week’s news roundup."

Mindshare on Movember: Your Beard Has Good Intentions
This week on Mindshare’s Culture Vulture Live: Mike Yablonski talks about Movember -- that time of year when men let their facial hair grow out for a good cause.

Click Here for Membership Information