PodZinger also examined behavior patterns of consumers on its site to set the baseline for consumer behavior, discovering that:
• Consumers typically play only 15 percent of an entire online video or audio, which are 7.5 minutes and 22 minutes in length, respectively.
• Consumer attention span for online video is much shorter than audio - one minute vs. three minutes on average.
• Consumers are more likely to play content online than they are to download it by a factor of almost 6 to 1 (5.7 to1).
• Of all the categories tracked by PodZinger, five of these, including entertainment, technology, news and politics, music and sports, represent approximately 85 percent of all online activity. Additionally, online activity does not track to the volume of content available, e.g. entertainment represents 36 percent of all online video play, but only 6 percent of available video.
Highlights of the market research:
• Not only do consumers tolerate advertisements that appear during their search for online audio and video content, they also willingly accept that short 10-15 seconds ads are "part of doing business" on the Web.
• Consumers prefer 10-15 second ads in comparison to the typical 30-second television commercials. However, many expressed concern about frequency of video ads and were considered "annoying" if repeated often.
• A high percentage of respondents viewed targeted advertisements that were relevant to their online search as positive and more personal.
Other notable patterns indicate that:
• Consumers will listen to audio for almost 3 times longer as they will watch a video - an average of 3 min. versus 1 min.
• Consumers are more likely to play content online than they are to download it by a factor of almost 6 to 1.
Joe Lewis
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