Study: Online video viewing overestimated

Participants spent less than 1% of day watching video

NEW YORK -- People barely spend time watching online videos, according to a new study on behalf of Nielsen's Council for Research Excellence.

Those surveyed by Sequent Partners and Ball State University's Center for Media Design spent less than 1% of their day watching online video.

The findings were revealed on Tuesday at a meeting hosted by media agency MPG in New York, reported Joe Mandese of MediaPost.

"This may be the first study to document the dramatic overstatement of online video and mobile video," Jim Spaeth, a founder of Sequnet Partners, told MediaPost.

One reason online video usage is not as high as previously thought is because during surveys people overstate how much time they spend on because it seems new and cool, Spaeth explained. Watching lots of TV doesn't have as much social cache, he added, so people tend to underreport how many hours they watch.

Researchers on the study observed participants media habits twice, mostly the same day of the week for each person, and spread across the days of the week for the sample in the Spring and Fall of 2008. The research was conducted in six designated market areas. The final sample included 952 days.
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