A Deloitte media usage survey has found that 70% of American consumers, in all age groups, are watching user-generated video on the Internet. The suvey titled “State of the Media Democracy” polled more than 2,000 Americans, of which 40% said they would download even more user videos if broadband connections were faster. Here are a couple of key highlights:
- 14-25 year olds (Millenials) are the least interested in TV and traditional print media, with the majority of their time on multi-media devices including computers and cell phones
- 26-42 year olds (Gen X) is the most connected age group to computers, spending the most time online. They are receptive online marketing.
- 43-61 year olds (Baby Boomers) are the most influential consumer spenders and are pushing the adoption of new media, computers and cell phones to their own peers and parents (Matures)
- “Since 2007, consumers have been spending more than a third of their time online at sites consisting of mostly user-generated content.”
This trend should continue especially with the ongoing adoption of Baby Boomers to Internet Media, online video and consequently User Generated Video. This spells tremendous opportunity for online retailers! Not only do your customers want to watch user video, but search engines like Google want to promote them as well (aka Universal Search) within their search results. Online Marketers who can effectively leverage video, product reviews, and other engagement marketing vehicles will better capture market share, gain competitive advantages and boost consumer loyalty. A holistic approach to new media marketing is a must for today’s online marketer and their ability to leverage user generated video reviews through their own customer base can spell big success for 2009 and in the future.