Who is searching for online video?
- Added:
- Oct 30, 2006
According to Nielsen//Netratings, 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.
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%)
How household types perform on click-throughs to videos/movies sites compared to entire Internet
|
Rank |
Household Type |
Share of click-throughs to video/movies |
Share of click-throughs to entire Internet |
‘Likelihood’ rating for video/movies |
|
1 |
Younger Couples - no children |
4.8% |
2.3% |
+108% |
|
2 |
Families |
52.9% |
42.8% |
+24% |
|
3 |
Couples 35+ - no children |
19.1% |
18.0% |
+6% |
|
4 |
Young Singles |
0.5% |
0.7% |
-21% |
|
5 |
Singles 35+ years old |
6.3% |
9.0% |
-30% |
|
6 |
Empty Nesters |
16.2% |
27.1% |
-40% |
E.g. 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//NetRatings UK MegaView Search, home data only, 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 search click-throughs come from family households or households comprising couples over 35 with no children.”