New Clipblast! Survey Reports Frustration
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 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