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Nielsen: Online TV Viewers Are Young, Rich, Smart
A new report from Nielsen Analytics, along with Scarborough research, found that Americans who have access to online video are, by and large, younger, better educated and wealthier than the general public
Internetnews.com reports that the study, entitled "Whatever, Whenever, Wherever: How Broadband is Redefining the Economics of Television," confirmed the hopes of some Web video execs, with Gotuit Media President Mark Pascarella reacting with the comment that online video a "billion dollar opportunity." Below are some of the study's main findings.
Of all U.S. adults, almost a quarter (24 percent) have a college degree or greater. But the number increases to 35 percent among adults with broadband Internet access at home. And while only 17 percent of American consumers have an annual household income of $100,000 or more, that wealthy contingent accounts for fully 28 percent of those with broadband connectivity.
They're young, too. The 18-to-34 demographic represents 34 percent of those with broadband connectivity in their households, and the 35-to-54 demographic makes up 45 percent of those with home broadband access.
