9 September 2010 16:59
Close to a fifth (16 per cent) of viewers aged between 18 and 34 watch most of their television online, according to new research.
Market analyst Morpace has found that only 41 per cent of this age group watch live television.
This is in comparison to more than half (51 per cent) of adults aged between 35 and 54 and nearly two-thirds (64 per cent) of people over 55-years old.
Web users in the younger group were more likely to split their viewing up between different mediums.
Despite being twice as likely to watch online TV as any other age group, the youngest group converged with those aged between 35 and 54 on some viewing habits.
Both groups spent 15 per cent of their time watching DVDs and six per cent of their time watching cable/satellite VOD.
More marketing campaigns are using online video.
John Lewis this week announced that its campaign for autumn and winter will feature online videos.
Posted by Stanley Jack
