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78% of consumers now lapping up online video each week

Online video is assuming ever greater importance as a digital medium, according to the latest Social Video Report published by Visibility IQ.

The research, conducted by EMR, indicates that 78% of UK internet users now watch online video every week, suggesting that this is clear evidence brands now need to invest in the medium if they wish to boost engagement and influence purchase patterns.

Although the bulk of these were driven by hobby and personal interest films the survey also found that 46% of internet users view brand related videos each week with women being particularly avid viewers. One in ten mum’s with children under the age of 16 watch TV commercials online each week for instance.

Such videos are principally viewed on just three main channels with the number of internet users visiting them each week amounting to 67% for YouTube, 56% for Facebook and 52% for Google.

The report also identifies a shift in the platforms used to access video with PC’s and desktops continuing to fall out of favour in the face of increased competition from smartphones, tablets and iPads.

EMR interviewed 2,600 people aged 15-64 in the UK to compile their findings.

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