Frequent users of streaming audio and video spend more time online than average Internet users, according to Knowledge Networks/SRI's "MutliMedia Mentor" report.

More than 40 percent of teens stream media weekly. Usage also leans more towards male adult streamers.

The study compared streamers with all Web users in the past month. Streamers across all age categories had greater Internet usage than non-streamers. Adult streamers ages 35 to 64 spent 67 percent more time online than non-streamers.

Robert DeFelice of Knowledge Networks/SRI said that "streaming online media are clearly associated with a greater reliance on the Internet for entertainment and information, which leads to more time devoted to the medium."

"The fact that 'streamies' often belong to such desirable ad targets as teens and young adults suggests the value of a sophisticated marketing approach in this medium."

eMarketer Senior Analyst David Hallerman points out that online video viewers are not always the better audience for marketers than those who do not watch video online.

"It would seem safe to assume that people who spend more time online are also more likely to view online video, and are therefore potentially more available for online marketing," Mr. Hallerman said.

"However, with the increasing availability of video on the Web, it's unclear to what extent the mere act of watching video correlates with higher Internet usage."

A study from the AP/AOL supports Mr. Hallerman's point.

The study revealed that average weekly Internet usage in the U.S., not including email, is 11.1 hours. Around 21 percent of the online video audience spend more than 15 hours, 48 percent spend five hours or less, and 30 percent spends between six and 15 hours per week online.

Online Video Marketing