Nielsen: Web Eyeballs Have Deeper Pockets

Nielsen Analytics and Scarborough Research released a new study that reveals that younger and wealthier consumers are turning to the web and hand-held devices in large numbers to consume video content.

"Video on PCs and iPods actually is expanding the audience for broadcast and cable programs.."

Interesting was the 35 to 54 year old demographic, the sweet spot for Real Estate advertising.

"There is a clear generational divide in broadband adoption. The 18-34 demographic represents 34% of those with broadband connectivity in their household. Though consumers 55+ are less likely than their 18-34 or 35-54 year-old counterparts to be broadband customers, broadband penetration among this older age group will likely increase. The 35-54 demographic is currently most likely to have home broadband access (45 percent)."

The metrics we have been able to collect regarding users of Video Podcasting do not include the same deep demographic data, however, the anecdotal comparisons of traffic patterns and users of Podcasting would indicate very similar results to the Nielsen/Scarborough data. I did a presentation recently to a large broker office. The sales manager of this office is probably the most astute person in the industry that I know when it comes to understanding media, marketing and technology's impact on the future of the industry. He wanted to start year off with a very emphatic reminder that traditional media has taken a back seat to interactive and stressed the importance of moving dollars to where the eyeballs are. I think he got through to them.