Eighty per cent of the UK’s total internet audience watched online
videos in January 2012. That’s according to the ComScore Video
Matrix service, which also highlights that 64.1 per cent of the
online video audience was exposed to a video ad.
ComScore found that 34.2 million UK internet users saw a total of
nearly 8.4 billion videos for 58.8 billion minutes in January.
While the size of the UK online video audience has not grown in
the past six months, ComScore notes that the number of videos
viewed has grown 28 per cent while the total time users spent
engaging with online video grew 42 per cent, suggesting that
online video viewers continue to become more engaged over
time.
Not surprising, Google was the leading video destination, with
29.9 million unique viewers who watched nearly 3.7 billion videos
for more than 15.9 billion minutes. YouTube videos accounted for
99.5 per cent of all videos watched on Google Sites. Online music
video destination VEVO ranked second on the list. Rounding up the
top three was social network Facebook, which attracted 8.3
million unique viewers who viewed 45 million videos for a total
of 162 million minutes.
If you’re targeting males aged 15 to 24, you need to have a video
presence. ComScore’s demographic analysis revealed that men were
far more engaged with content videos–three times more than
women. Males accounted for 74.7 per cent of all time spent
watching videos compared to females who only accounted for 25.3
per cent. Young people aged 15 to 24 years were the largest age
segment for content videos with 6.3 million viewers. People in
this age bracket also spent the greatest amount of time engaging
with content and ad videos, accounting for more than a quarter of
the time spent in both cases. As younger age demographics become
more difficult to reach via traditional media channels, ComScore
highlights that online video represents an important channel for
reaching and engaging this particular audience.
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