YuMe just released Whitepaper: Online Video and Television Viewing Attitudes and Behaviors, which is a really long title. But with a title that long it’s bound to be a wealth of information… The first tidbit of information is related to consumption of online video editing and plans for this year in regards to consumers.
It’s in the first couple pages of the whitepaper, which was compiled from survey data across the YuMe network. The surveys were done by Frank N. Magid Associates among a sample of 498 viewers over a 6 week time period and video production viewers were U.S. residents, ages 13-54, who watch online video once a week or more.
Whoa, wait a second, 498 viewers? We need to some quick margin of error math to understand what that means. Sorry, for those that are mathematically challenged, I’ll keep it light.The sample size was 498 people out of an online viewer population of 172 million (according to comScore).
I’m going to use the easier of the margin of error formulae:
I’ll spare you all the actual math and just tell you that the margin of error comes out to 4.39% +/-
Now then, if the report says that 48% of viewers are going to increase their online video viewing, and we apply the margin of error, that means it’s between 43.6% and 52.4%. So now you’ve got a good idea and for the rest of this article, we’ll quote ranges. Now if you wanted to be more exact, we would have to find out the exact number of the 172 million online video viewers in the US who watch video online one or more times per week. Considering that the average per user was 14.6 hours in December (comScore again), it’s a safe bet that they all watched at least one per week.
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