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January 23, 2013

87 Percent of Women Watch Online Video Daily, but Don't Want to Pay for It

By Tara Seals, TMCnet Contributor

Women appear to like online video: like really, really like it. A new survey shows that 87 percent of women are accessing short-form video content daily via Web sources, and increasingly accessing mobile video content while on-the-go.

Disappointingly for content producers, the report also shows that more than two thirds of women are unwilling to pay for video content they watch online. However, about 65 percent  of Millennials (ages 25-34) have paid for video content of some sort. Overall, more will pay for a movie (40 percent) than TV (17 percent).

The new insights come from Total Beauty Media Group in its aptly-named What Women Watch report. The report is geared to give marketers a better understanding of the digital landscape and how video affects the ways women are making brand choices online.

Most women surveyed said that they most commonly use desktop computers to watch online video, and that they mostly watch in the late afternoon or evening. About half (47 percent) watch 10 minutes or less a day, and 21 percent watch videos for anywhere from 10 to 30 minutes.

Millennials and women with incomes below $25,000 are more likely to substitute online video for cable television and going to the movies. In fact, nearly half of the millennial women watch video from five to 10 p.m. every day, during prime time. They average a half hour or more a day in viewing time.

The lower income group is less likely to watch video on their mobile devices, likely because of the potential for overages.

Other interesting stats include the fact that about 60 percent of Millennials subscribe to YouTube (News - Alert) channels, compared to 40 percent of young boomers. More than 80 percent find video pre-roll annoying, and most would rather give away demographic information or take a survey to avoid random messaging. 

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.

Edited by Jamie Epstein
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