Simply Media and Work Research have published an in-depth qualitative study that reveals how people really think about, find and watch video on computers. The research unpicks the complexities of the new online video ecology and explodes the misconception that all that’s on offer is homemade comedy and soap catch ups. It examines the receptiveness of viewers to video advertising and suggests some revealing insights about the relationship between broadcast and computer viewing. It exposes a fundamental shift in mainstream media consumption that is vital for brands, publishers and retailers to understand.
Key areas of insight include:
• Is this a niche or a mass market activity?
• How do people think about, find, use and share services?
• Is viewing incremental or a substitute for existing media usage?
• How does viewing online differ from traditional TV viewing?
• Are users receptive to video advertising and what do they expect from it?
