comScore and interactive media network Media Contacts have developed a study to understand the consumption habits and mindsets of Internet video users as they relate to online video, TV, and advertising and content across both media.
The survey shows 3 different types of online video viewers in terms of their consumption levels (see table below).
Though YouTube once again emerged as the leader in all segments of online video viewers with 54% reach, their habits are very different from one another.
For instance, the Heavy Viewers are into niche video-sharing sites such as Ouou.com, MegaVideo.com and Youku.com. On the other hand, Moderate Viewers are addicted to specific video contents on broadcast TV sites such as WorldNow (ABC), CBS TV Local, ABC Daytime, Scripps TV, and CMT.
As expected, the Light Viewers simply focus on general video-sharing sites such as YouTube. What is more interesting is that this group is the most TV consumers, watching 13 hours per week.
What the report fails to highlight or intentionally omits are the WHYs of these different behaviors.
Read more at comScore