Welcome!

News Feed Item

Adroit Digital's New Study Dives Into How Consumers Interact With Online Video Content and Advertising

63 Percent Would Cut the Cable Cord If They Could Access All Broadcast TV Content Online, 51 Percent Watch All Ads in a Half-Hour Recorded or On-Demand Show

NEW YORK, NY -- (Marketwired) -- 06/18/14 -- Adroit Digital, a digital media solutions provider for omni-channel marketers, today announced the results of a study on consumers' evolving preferences for online video and advertising content.

The "Online Video -- Look Who's Watching Now" report illustrates a significant appetite for and reliance on online and streamed video content. The research also suggests that consumers continue to embrace video advertising on their second screens.

The study examined the full spectrum of online video and advertising preferences and behaviors including: the optimal length of a video ad, willingness to "cut the cord," the most-used streaming services and average weekly video consumption.

Highlights from the study can be found below:

Responses to video advertising:

  • 56 percent of respondents said they will skip an online video ad most of the time while 24 percent said it depends on the ad and 20 percent said they usually do not skip the ad
    • Adults ages 25-34 are least likely to skip online video ads most of the time (24 percent)
  • 46 percent said the optimal length of a video ad is one to 15 seconds; 19 percent said they'd prefer an ad that is more than 30 seconds in length
  • Survey respondents are most likely to respond to video advertisements in the following top content categories: health and fitness (35 percent), sports and outdoors (33 percent) and news and current events (33 percent)
  • Respondents were split on behavior while watching a 30-minute recorded or on-demand show in its entirety: 51 percent will watch all of the ads, whereas 49 percent will skip them

Video viewing preferences and habits:

  • 28 percent of respondents are consuming more than 15 hours of streaming video content a week through gaming consoles or web TV devices
    • People ages 35 to 44 are viewing the most online or streamed content (33 percent watch 15 hours or more per week)
  • 63 percent of the respondents said they would cancel their cable subscription if all their broadcast TV needs could be met by an online provider
    • Men are more willing to cut the cord (67 percent) than women (57 percent)
  • 69 percent of men believe their TVs are essentially transforming into a large viewing monitor for self-selected content; 51 percent of women believe this to be true
  • 68 percent of those surveyed watch video content via YouTube, 51 percent consume live television broadcasts and 49 percent view content through Netflix
    • Women watch content on Netflix more often than men (56 percent vs. 43 percent) and DVRs more often than men (32 percent vs. 28 percent)
  • 70 percent of respondents said they typically watch video content alone. Seventy-five percent said someone else is often or sometimes somewhere else in their home accessing video at the same time

"Just a few years ago, content was relegated to specific devices within your home. Now, those lines have completely blurred and consumers can watch what they want, where they want, and when they want it," said Glenn Humble, Adroit's Digital's director of marketing and communications and the author of the report. "This research shows that 75 percent of households frequently have at least two viewers watching different content on different devices simultaneously. This multi-screen world will continue to be a challenge for advertisers as they break new ground and test novel technologies and measurement practices, but it's the future. Consumers are hungry for online video content and, much like 'regular' TV content, they're growing accustomed to seeing advertisements on all of their screens."

The research was fielded in April 2014 and represents the responses of 2,000 consumers over the age of 18. Respondents own a television, smartphone and personal computer or laptop.

To download the full report, please visit: http://www.adroitdigital.com/onlinevideo. Interested parties may also download Adroit Digital's previous report, "Millennials: The New Age of Brand Loyalty."

About Adroit Digital
At Adroit Digital, we believe people move technology, not the other way around. Our team of programmatic experts uses human insights, our exclusive data set and unmatched media access to intelligently drive marketing performance. We work hard to delight our customers every day. We have offices in New York, Boston, Chicago, Los Angeles and San Francisco. For information, email [email protected] or visit www.adroitdigital.com.

MARCI STONE
Account Manager
Matter Communications
Email Contact
O - 978.518.4519
C - 603.205.6344

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Cloud Expo, Inc. has announced today that Andi Mann and Aruna Ravichandran have been named Co-Chairs of @DevOpsSummit at Cloud Expo Silicon Valley which will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. "DevOps is at the intersection of technology and business-optimizing tools, organizations and processes to bring measurable improvements in productivity and profitability," said Aruna Ravichandran, vice president, DevOps product and solutions marketing...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
SYS-CON Events announced today that mruby Forum will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. mruby is the lightweight implementation of the Ruby language. We introduce mruby and the mruby IoT framework that enhances development productivity. For more information, visit http://forum.mruby.org/.
The dynamic nature of the cloud means that change is a constant when it comes to modern cloud-based infrastructure. Delivering modern applications to end users, therefore, is a constantly shifting challenge. Delivery automation helps IT Ops teams ensure that apps are providing an optimal end user experience over hybrid-cloud and multi-cloud environments, no matter what the current state of the infrastructure is. To employ a delivery automation strategy that reflects your business rules, making r...
Digital transformation is changing the face of business. The IDC predicts that enterprises will commit to a massive new scale of digital transformation, to stake out leadership positions in the "digital transformation economy." Accordingly, attendees at the upcoming Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA, Oct 31-Nov 2, will find fresh new content in a new track called Enterprise Cloud & Digital Transformation.
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software. They hope to capture value from emerging technologies such as IoT, SDN, and AI. Ultimately, irrespective of the vertical, it is about deriving value from independent software applications participating in an ecosystem as one comprehensive solution. In his session at @ThingsExpo, Kausik Sridhar, founder and CTO of Pulzze Systems, will discuss how given the magnitude of today's applicati...
SYS-CON Events announced today that NetApp has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. NetApp is the data authority for hybrid cloud. NetApp provides a full range of hybrid cloud data services that simplify management of applications and data across cloud and on-premises environments to accelerate digital transformation. Together with their partners, NetApp emp...
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, will go over the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, applicatio...
In a recent survey, Sumo Logic surveyed 1,500 customers who employ cloud services such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). According to the survey, a quarter of the respondents have already deployed Docker containers and nearly as many (23 percent) are employing the AWS Lambda serverless computing framework. It’s clear: serverless is here to stay. The adoption does come with some needed changes, within both application development and operations. Tha...
Enterprises are adopting Kubernetes to accelerate the development and the delivery of cloud-native applications. However, sharing a Kubernetes cluster between members of the same team can be challenging. And, sharing clusters across multiple teams is even harder. Kubernetes offers several constructs to help implement segmentation and isolation. However, these primitives can be complex to understand and apply. As a result, it’s becoming common for enterprises to end up with several clusters. Thi...
Data scientists must access high-performance computing resources across a wide-area network. To achieve cloud-based HPC visualization, researchers must transfer datasets and visualization results efficiently. HPC clusters now compute GPU-accelerated visualization in the cloud cluster. To efficiently display results remotely, a high-performance, low-latency protocol transfers the display from the cluster to a remote desktop. Further, tools to easily mount remote datasets and efficiently transfer...
Though cloud is the future of enterprise computing, a smooth transition of legacy applications and systems is critical for seamless business operations. IT professionals are eager to start leveraging the cost, scale and other benefits of cloud, but with massive investments already in place in existing infrastructure and a number of compliance and resource hurdles, it can be challenging to move to a cloud-based infrastructure.
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Avere delivers a more modern architectural approach to storage that doesn't require the overprovisioning of storage capacity to achieve performance, overspending on expensive storage media for inactive data or the overbui...
Containers are rapidly finding their way into enterprise data centers, but change is difficult. How do enterprises transform their architecture with technologies like containers without losing the reliable components of their current solutions? In his session at @DevOpsSummit at 21st Cloud Expo, Tony Campbell, Director, Educational Services at CoreOS, will explore the challenges organizations are facing today as they move to containers and go over how Kubernetes applications can deploy with lega...