The overwhelming majority of UK Internet users are open to pre-roll online video advertising, so long as it does not extend past 15 seconds in length.
It’s one of a number of new findings from a YouGov study, commissioned by Utarget Networks.
Looking at consumer behaviour online it was also discovered that UK consumers spend twice as much time online browsing for entertainment purposes than engaged in task-orientated activities.
The Utarget study goes on to highlight the current demographic split, decreasing on a sliding scale with age, for those watching video content online.
Those aged 18-24 spend over 10 per cent of their time online watching video, this drops to seven per cent for 25-34, four per cent for 35-44, three per cent for 45-54 and one per cent for 55-plus.
Online video consumption is also affected by levels of Internet usage. UK consumers spend on average 3.5 hours per day online. Heavy Internet users (five-plus hours per day) spend over twice as much of their total time online watching video.
UK Internet users now spend almost half of their time online (49 per cent) browsing for purely entertainment purposes. Some 73 per cent of users estimated this would increase by 25 per cent or more over the next year.
Utarget CEO, Phil Cooper, said, “Used to the trade off of advertising being slotted around free content on TV, UK consumers are resoundingly open to pre-roll online video advertising.
“A huge amount of time online is now being spent doing the equivalent to TV channel hopping – where the consumer is surfing with an open mind, actively looking for new experiences and stimulation.
He added, “This is completely different to the task-orientated behaviour that search marketing closely targets.”
“Online video advertising offers a powerful means for brands to engage with this captive audience. Pre-roll is a natural mechanism by which this can be delivered in a contextually relevant manner.”
Cooper went on to say the figures highlighted the impact user-generated content had on driving video content online, with sites such as YouTube proving extremely popular with young, savvy Internet users/
He concluded, “However, with professionally produced video content now increasing online, covering almost every topic and interest, viewing video on the web will quickly extend across the UK online population.”
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