Viewers aged 55-64 (17%) and 65+ (11%) accounted for a combined 28% of US online video ad impressions in Q2, according to a Videology report on platform activity. That rivals the share of impressions (27%) represented by the 18-34 age group. Interestingly, the older age groups appeared most likely to click on video ads, with index scores of 100.8 (for the 55-64 group) and 103.9 (for the 65 and up crowd).
Index scores are relative to entire combined impressions. The 18-24 age group was least likely to click, with an index reading of 98.2, though that demonstrates that there was little variation between age groups.
(It’s also important to remember that the data is limited to Videology’s platform, and may not be representative of the entire online video viewing population.) Read the rest at MarketingCharts.