Big Blue Chimes In on Digital Media

 

IBM logo

Interesting research information released from IBM this week. Questions centered on media viewing habits and, specifically, video advertising. 2,800 individuals were surveyed globally. 

See the full report.

Interesting results include:

  • 76% of users have watched video on their PC, up 27% from 2007. Nearly half of them (45%) say they do it regularly and that they watch less TV as a result. 32 percent indicated they have viewed video on a portable device or mobile phone, up 45 percent from last year. Interest in mobile video content has more than doubled since last year to 55 percent.
  • 70% support having their content free and ad-supported rather than having to pay for it. However, in an online environment, users would rather see ads before or after their viewing.  Commercial interruption and/or product placements scored negatively. 
  • Nearly 60% of those surveyed were willing to provide data on themselves (demo, lifestyle and communications preferences) if they received something of value in return. Items ranged from free music or videos to things like travel points.  Younger respondents had fewer concerns about revealing personal preferences, and a sizeable portion of participants over the age of 45 were also willing to share information about themselves. This supports the dominant tenet that value exchange items and other incentives are essential to the success of an online presence focused on lead generation.
This seems to be a clear indication of online video’s increasing mainstream acceptance and supports the consideration of multimedia in the conventional marketing mix.
(This post includes information from MediaPost Communications.)

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