Internet Access vs. Streaming Video Online
It’s known that the internet is widely used all over the world, but some researches suggest that nearly one-third of U.S. households have no internet access at all. They even are not going to follow mainstream to using it, i.e. don’t see any benefit or pleasure and even perceive negative influence on their lives (as we know the case with St. Hugo Catholic School). Park Associates, a Dallas-based technology market research firm, said 29 percent of U.S. households, or 31 million homes, do not have Internet access and do not intend to subscribe to an Internet service over the next 12 months.
The study found U.S. broadband adoption grew to 52 percent over 2006, up from 42 percent in 2005. Roughly half of new subscribers converted from slower-speed, dial-up Internet access while the other half of households
had no prior access.
Some households don’t/won’t/can’t have internet access over the following reasons:
- can’t afford a computer because of low income
- don’t see any interest
- cost of internet service is high
- have no ideas how to use internet
- internet doesn’t reach their homes
“The industry continues to chip away at the core of nonsubscribers, but has a ways to go,” said John Barrett, director of research at Parks Associates.
“Entertainment applications will be the key. If anything will pull in the holdouts, it’s going to be applications that make the Internet more akin to pay TV,” he predicted.
New research from comScore Networks Inc. showed that from the beginning of this year in average 123 million people in the US (70% of the total U.S. internet audience) viewed more than 7 billion streaming videos online (including TV shows, free videos online).
So how many videos the average internet-addicted user views? it’s not so hard to assume that this time is spent in large quantities. If we turn to research work, comScore will say us that the average Internet user viewed 59 video streams during the month, totaling 151 minutes of streaming video - nearly two videos per day, with the average viewing time per video registering 2.6 minutes.
No wonder that Google takes the first place, because its first tasks are Internet search and online advertising. Finally, total users who gave preference to Google make up nearly 55 million, and total video streams - 1.17 billion. Nature adhors a vacuum.
Next video sharing service, which is worthy of dropping in or at least special attention is YouTube (according to our poll YouTube won first place as “The best video sharing site”), which accounted for 992 million video streams initiated. The research firm measured online video content in all major formats, including Flash, RealPlayer, Windows Media, QuickTime and DivX.
Internet viewers are more likely to watch video and TV on weekdays, to be precise - on Saturdays, between 5 p.m. and 8 p.m., when video consumption is 60% higher than average; the highest video consumption on weekends occurred between 7 p.m. and 11 p.m., when viewers watched 31% more video than average, the research notes.
“Marketers have a great opportunity to leverage Internet video in conjunction with their traditional TV buy and essentially double their prime time commercial airing hours,” says Erin Hunter, executive vice president at comScore. “Prime time TV viewing occurs between 8 p.m. and 11 p.m. (Eastern), while prime time viewing of online video occurs during the preceding block of time, between 5 p.m. and 8 p.m. weekdays. Shrewd marketers will utilize a multi-channel strategy to capitalize on these adjacent prime time blocks in order to maximize their marketing impact.”
Whatever one may say we watch videos day and night in spite of the fact that some people can’t afford it. We should press towards discovering and achievement new peaks and opportunities. To be or not to be!? Don’t lose out!
Technorati Tags: internet access, streaming video, TV shows, live TV, online TV, video on demand
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