Internet use and online video viewing continue to increase in the United States. Several recently-released studies reveal some interesting and unexpected results that should impact the way that ministries utilize the web.
US Internet Users and Penetration, 2007-2013 (millions and % of population)
|Note: an internet user is a person of any age who uses the internet from any location at least once per month
Source: eMarketer, October 2008
Online trend analysts “eMarketer” estimates that 63.4% of the US population uses the internet at least once per month. Of the 192.8 million users for 2008, they estimate that 157 million are at least 18 years of age.
Other studies have showed that the gap between users in their 20s and users in the 50s or 60s has nearly closed. So it’s fair to say that of your congregation or donor base, two-thirds of them are online.
Given that fact, you should take advantage of a communications medium that is faster and cheaper than television, radio or direct mail. If you’re not communicating online, you are falling short of your potential to rally support and change lives.
Demographic Profile of US Online Video Streamers, by Segment, June 2008 (% of respondents)
|Source: comScore Networks Inc., “Online Video: The New Face of the Internet,” September 17,2008|
Furthermore, online video offers even more opportunities for cost-effective communication. Forrester Consulting www.forrester.com/consultingreports that viewers who watch more than one hour of online video a week make up nearly 40% of all viewers and watch nearly three-quarters of the programming. These viewers are “likely to be highly engaged with online video, paying attention to longer programming and the ads that run with it.”
Surprisingly, there were more heavy viewers in the 35 to 54 age group than there under-35 adults, even though the overall numbers are still driven by teenagers.
The bottom line: internet video has a definite impact. Ministries engaging in short-form and long-form video can utilize the web as a free or low-cost distribution point and impact a wide range of viewers.
Are you utilizing the internet and online video to expand your ministry’s impact? BMCFerrell can help you devise a smart strategy and implement an online campaign to expand and revolutionize the way you reach people with the Gospel.