How does your target audience watch online video content?

The best way of boosting your brand reach and making your products and services known to potential customers is through the use of online content marketing. Content marketing is the fusion of SEO and traditional PR tactics that when used properly can grow your profile, as well as increasing the engagement you have with new and potential customers.

The Internet has had a direct impact on the way in which businesses market themselves as it has opened them up to a now global audience. Here they are able to connect with users on personal and engaging level. It has also has an influence on the mediums we can now use for marketing.

One of the most effective ways of connecting with your target audience is via online video. According to research from Cisco, they predict that consumer internet video traffic will go from 64% (in 2014) to over 80% by 2019. Moreover, they also estimate that consumer video on demand traffic will essentially double by 2019.

Although it has been identified that online video content can help you to engage with your target audience, one aspect that many businesses fail to incorporate into their content marketing strategies is the specific devices that users are utilising to access online content and consume online video.

In order discover user habits in the UK, Hyperfine Media have just conducted survey of 1000 people across the UK specifically asking what device they use the most to watch video online. Although the overall results reveal that 41.6% of the British public prefer to watch video on a desktop, there are clear trends outlined in the various demographics that took part in the research.

The top responses include 41.6% of the respondents who prefer to view online video via desktop 41.6%, 32.3% choose to view this content on a smartphone 26.1% view on a tablet. However, when the results are broken down by gender and age, particular preferences are presented. For example, when it comes to the gender break down, almost half of males (45.4%) and 39.3% of females prefer to view online video on a smartphone.

The key findings were revealed when the various age groups who took part in the survey were singled out. It would appear that there is a clear preference towards desktop and smartphone focusing on individuals aged over and under 35. The respondents aged under 35 have a greater tendency to watch online video on smartphones. 47.8% of the respondents aged 18 to 24 years old, as well as 42% of respondents aged 25 to 34 years old said that they prefer to watch this form of content on smartphones.

Conversely, the results reveal that people aged over 35 prefer to watch online video via a desktop. The data exposes that 40.3% of 35 to 44 year olds, 42.9% of 45 to 54 year olds, 53.3% of 55 to 64 year olds and 51.4% of people aged over 65 confess to preferring to watch online video on a desktop.

No matter what demographic you are looking to target with video content marketing efforts, it is imperative that you understand the way in which this audience interacts with online content.

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Written By: Garth Haley, Corporate Videographer, Editor and Animator at Hyperfine Media.

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