PC The Next TV
Earlier this week, I came across a fascinating report by Simply Media TV and media boutique, Work Research which claims that the PC has become the second TV in many homes.
Apparently, “men in particular are using internet video as a way of indulging their interests and escaping into a ‘virtual shed’.”
The well written report puts paid to the notion that online video is only for techie early adopters, with key findings including:
- The PC is taking over as the ‘second TV’ in the home.
- Online video viewers are thoroughly mainstream with no evidence of users being overly ‘techie’ or interested in very niche interests.
- There is more to online video than comedy snippets and TV catch up.
- There is an ‘Apex of Attention’ where needs based viewing meets relevant advertising.
- Viewers accept advertising in exchange for ‘free’ content as in traditional TV
It also sheds light on the three distinct categories of online content:
Snippets are short, quick to watch and whilst focused on the screen, people are often also multi-tasking – talking on an internet phone or emailing links to friends for example. (YouTube)
Boutique is about task-based viewing where content is instructional or helps with information gathering around keen interests. People who are in this mode have high attention levels because of their interest in the subject matter (Baby Channel, GolfBug.tv).
Catch-up online is longer form in broadcast programme lengths and tends to be viewed in a more relaxed mode. This activity is really where the computer takes on the role of the second TV. (4oD, BBC iPlayer)
YouTube’s recent launch of YouTube Insight, a free tool that enables anyone with a YouTube account to view detailed statistics about the videos that they upload to the site is curiously pertinent.
YouTube Insight provides video analytics including geographical information on who is watching your videos and when.
Exciting times indeed. I get the impression that TV is already having to play catch up to PC.
For regular readers, the Social Media Usage in the FTSE 100 study has had to take a back seat as we concentrate on preparing for an important conference next week. If you are attending the MarketingTech: TailorMade conference at Grange City Hotel, London, come over and say hello!
The Social Media Usage in the FTSE 100 study will return in early April.
Image Credit: howstuffworks.com
Related posts:
