Media Usage in Britain...

These are always interesting stats to see when you're trying to build an online video marketplace. Steve Rubel over at Micro Persuasion posted this link to a Variety article about a survey done in Britain regarding new vs old media usage. I think the key points are the following:

"Among Brits aged 25-34, women account for 55% of the time this group spends using the web.

Among Brits aged 65 and older, 16% spend more than 42 hours per month online — making them the heaviest online users.

Survey confirmed that traditional advertiser funded webs are coming under increasing pressure as ad coin migrates online and to multi-channel services.

Online advertising in Blighty rose by nearly half in 2006 to £2 billion ($4 billion) as multi channel advertising attracted more than $2 billion.

The U.K.'s main [TV] networks have been losing audience share but have been able to offset this to some degree by the strong perfs of spin-off webs: Film4, More4, E4, ITV3 and ITV4 were among the top 10 gainers in share in the year to December 2006, said Ofcom."

In summary, women and seniors are the web's most active users. Network TV viewership is down, but online video content is helping offset some of that loss. And finally, that online advertising grew by nearly 50% last year. In summary, all the arrows seem to point up for online video and the advertising that supports it. NICE!