“Younger consumers tend to be extremely savvy about online media so it’s not
surprising that teens are making significant use of Internet video,” said Joe Laszlo, Senior Analyst and Research Director with JupiterResearch. “Moreover, teen frequent video viewers tend to be both active online and socially influential. For example, 47 percent of them buy products and services online, compared with the 33 percent of online teens overall who make such purchases.”
Like their adult counterparts in the online video audience, teens rely on
the recommendations of friends to help them find video on the Internet. Forty-four percent of teen online video viewers usually find the programs they watch based on friends’ recommendations via online or off-line channels. Other popular means of discovering online video include personal
blogs and social networking sites like MySpace, as well as search engines.
“Teen-oriented online video services will prove lucrative, but firms offering them must proactively address parental and privacy concerns to be successful,” said David Schatsky, President of JupiterKagan. “Marketers need to balance teens’ propensity to share with the imperative to protect privacy, while offering content of interest to this young audience.”