Microblogging and Video Consumption: Rich Content Now Core Part of "Consumer Experience"

Consumers behavior online is shifting towards video and rich content. Microblogging and video consumption is on the rise with studies finding 75% of online viewers willing to pay for content

Real-time used to be luxury only a few years ago, but now with Twitter and most websites running real time feeds, it seems customary to see results and information on a fresh and fast basis. A recent study by GlobalWebIndex found consumption of rich content and media online is growing exponentially and to the credit of packaged platforms and mobile tablets.

The survey speculated that the fastest growing motivation for internet use was to find online video content or related entertainment, leading researchers to believe rich content is now a core part of a consumer’s web experience and a contributor to increasing profits for professional and rich media.
Consumer shifts in activities showed over 10% of global internet traffic will post some kind of status update more than twice a day.

(July 2009 thru September 2010)

Stats from the Study

  • 21% increase in Micro-blogging
  • 20% increase of monthly usage of social networks
  • 16% increase in uploading video online
  • 11% decrease in forum and discussion activities
  • 4% decrease in monthly blogging

Video Consumption Increasing

By the conclusion of the study 66% of global Internet users had watched a video clip in the last month, 29% had streamed live TV, 27% had watched full length TV on demand, and 25% had downloaded free TV programming content.

Consumers Paying for Online Content

In a separate study released by Elastic Path today, they found 75% of online video viewers were willing to pay for specific content and 40% of consumers have already paid for online content in the last year. The study also concluded the optimal demographic for video were 18-34 year olds.

So what does this mean? Are we consuming more and paying for more, or are consumers getting hooked into paying for more content? Either way it means that rich content producers are likely to profit from the increasing video and online content trends on the rise for 2011.