Some 53 per cent of online teens watch video on the Internet occasionally and 22 percent of them view video weekly or more frequently.
A new report from JupiterResearch, "Teens and Online Video: Understand Young Viewers to Target Them Effectively," provides recommendations for programmers and marketers on how to effectively reach these young, frequent online video viewers.
Senior Analyst and Research Director with JupiterResearch, Joe Laszlo, said, “Younger consumers tend to be extremely savvy about online media so it's not surprising that teens are making significant use of Internet video.
"Moreover, teen frequent video viewers tend to be both active online and socially influential.”
He added, “For example, 47 percent of them buy products and services online, compared with the 33 percent of online teens overall who make such purchases."
Like their adult counterparts in the online video audience, teens rely on the recommendations of friends to help them find video on the Internet.
Forty-four percent of teen online video viewers usually find the programs they watch based on friends' recommendations via online or off-line channels.
Other popular means of discovering online video include personal blogs and social networking sites like MySpace, as well as search engines.
President of JupiterKagan, David Schatsky, said, "Teen-oriented online video services will prove lucrative, but firms offering them must proactively address parental and privacy concerns to be successful.
"Marketers need to balance teens' propensity to share with the imperative to protect privacy, while offering content of interest to this young audience."
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