This month’s release of Nielsen’s State of the Media has some great findings. ReelSEO reports:
Now here’s something extremely interesting if you put much stock in it. Nielsen, in its State of the Media
Trends in TV Viewing—2011 TV Upfronts, stated that 54% of online video production viewers are…female. That sort of flies in the face of what we have been seeing from all other research outfits up until now.
They also say that only 143.9 million Americans watched online video in January 2011.
Along ethnicity lines, 77.9% of online video viewers are “white” (Don’t call me white! -NOFX), 12.1% hispanic, 10.6% African-American, 3.5% Asian and 1% Native American Indian with 7% listed as “other.”
Theoretically, 42% of online video production viewers are then “white women” from what Nielsen says based on their Video Census 2011 Home and Work.
That’s some pretty big numbers and it seems that there’s been a shift in who is watching Chicago production companies online. As recently as last year comScore reported that there was a majority of men who watched video online, not only in the US, but also in Australia, Japan, Canada, Malaysia, Singapore and the UK. If the US has flip-flopped (remember, apples to oranges = Nielsen to comScore) then we would have joined Germany and Hong Kong as they have female online viewing majorities. I guess we need independent verification from a secondary source. If both Nielsen and comScore say that’s the case, then you marketers out there should be tweaking your campaigns.
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