Admitting Frustration When Looking for Video Online, Consumers Ask, 'Where's the TV Guide?' New ClipBlast! Survey Reports

Business Wire, Feb 28, 2007

In the Brave New World of Online Video, Consumers Seek But Don't Always Find; Quantity Alone Not the Issue - and User-Generated Clips Get Thumbs Up

LOS ANGELES -- Video, video everywhere - and not a clip to link?

According to a new nationwide online survey conducted by market researcher Synovate for ClipBlast! (www.clipblast.com), the premier Internet-wide video-search platform, that's where Americans find themselves - awash in online video but all too often left high and dry when looking for something specific. By a wide margin, Americans are having a tough time locating the video that they want on the Web: fully 40 percent agree that the quest for video online is "frustrating" or "inconsistent."

Conducted in February, the survey asked 1,000 Americans what single thing they liked least about video on the Web. Four respondents in ten called the process "frustrating - it's too difficult for me to find exactly what I'm looking for," or "inconsistent - it's too tough to find quality video productions." Another 32 percent described Web video as "too commercial - there are too many video ads." While 16 percent agreed with the statement that "it's chaotic - there are too many videos to wade through," just 12 percent complained about "too much user-generated content to wade through."

"Overall, while consumers have embraced online video, they're concerned about the frequently daunting process of locating the videos they want to see," said Gary Baker, CEO, ClipBlast! "It's a variation of the tree falling in the forest. It's easy to find video online, but finding the right video - the video you want, when you want it - remains an obstacle for many. In fact, video search is both different and more difficult than text-based search. The lesson for our industry is that we must do a better job helping consumers understand those differences, and in developing powerful tools that enable consumers to search, browse and save the video content they care most about."

The survey results echo a report issued last year by Forrester analyst Josh Bernoff, which noted, in part, "online video content is exploding at an incredible rate O but finding what you want is hard."

Web Commercials, Anyone?

Americans aren't having any problem finding video ads online - and some are none too happy about that. Nearly 32 percent of respondents say there are "too many video ads." The key 35-44 demographic (41 percent) is especially concerned about the "commercial" nature of online video; those over 55 (27 percent) and 18-24 (28.5 percent) are relatively less troubled.

Ironically, according to Baker, Web video advertising is in its infancy, in part because placing video ads is itself a challenge. "Ultimately, advertising will win the day as the means for generating revenue - the TV model will translate online, so paid access won't be the way," he said. A recent JupiterResearch report notes that interest in video delivered over broadband is growing among consumers, but that strategies for building a business around the Web-based content remain elusive. According to Internet CacheLogic, by 2010 more people will turn to the Internet for video content than all other distribution sources combined; today, video content represents a full 60 percent of all traffic on the Internet.

Interestingly, while video sharing sites continue to expand at a rapid clip, Americans don't appear put off by the sheer number of clips to view; just 16 percent agreed that "there are too many videos to wade through." Those in the 45-54 age bracket were slightly more likely to regard the online video environment as "chaotic" (20.5 percent).

What about homegrown video? Not surprisingly, given the popularity of YouTube and MySpace, just 12 percent of the sample agreed that there's "too much user-generated content to wade through." While those over age 65 had a relatively greater problem with user-generated content (17 percent), everyone else is taking it in stride. Among those 18-24 - presumably at the center of the user-generated movement - just 9.5 percent took issue with the proliferation of homegrown clips, but those 55 to 64 were even more enamored of user-generated video (with just 8.5 percent dissenting).

Searching for Patterns

The prevailing attitudes on video search cut across most demographic groups, with a few notable variations:

* Among the 55-64 age group, that feeling of being a bit lost is even more acute - nearly 50 percent acknowledged frustration in searching for video on the Web or called the process of locating quality video online "inconsistent." Indeed, there's concern at both ends of the age spectrum. Those 55-64 have the hardest time getting the video they're seeking (29 percent). And while those 18-24 have relatively less trouble finding what they're looking for (12 percent), 30.5 percent of that group describes the process of finding quality online video as "inconsistent."

* The more affluent you are, the less likely it is that you'll find the search process vexing. Those with household incomes of less than $25,000 expressed the highest level of frustration (44 percent). For those with household incomes in excess of $75, 000, that figure fell to 38 percent.