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March 31, 2011

77% Internet users in New Zealand watch videos online: comScore

Ranks Google Sites as the top video viewing destination in New Zealand reaching more than 1.7 million viewers

By CBR Staff Writer

In New Zealand, 2.1 million online users watched online video in February 2011, representing 77% of the total online population, according to a new report by comScore.

The report revealed that Google websites led the market as the top video property, driven mainly by viewership at YouTube.

comScore Australia and New Zealand vice-president Amy Weinberger said video viewing is an important and growing online activity for New Zealanders, with online viewers watching more than one video every day on average.

"Online video offers an especially engaging experience for consumers that translate into the potential for high quality advertising impressions from desirable audiences that can be delivered at scale," Weinberger said.

In February 2011, 2.1 million Internet users age 15 and older watched a total of 157.3 million online videos from a home or work location with an average viewer watching 73 videos during the month.

Google Sites ranked as the top video viewing destination in New Zealand reaching more than 1.7 million viewers who watched 81.6 million videos.

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Viewership at Google Sites was largely driven by YouTube.com which accounted for 81.2 million videos, representing 51.6% of all videos viewed in New Zealand during the month.

Facebook ranked second with 562,000 viewers and 2.4 million videos viewed, while VEVO ranked third with 370,000 viewers.

New Zealand based properties TVNZ Sites and MediaWorks both ranked among the top 10 video properties reaching 201,000 and 149,000 viewers, respectively.

Demographic analysis of video viewers in New Zealand revealed that males spend a significantly longer amount of time viewing online video than females.

On average, males watched just over 8 hours of online video in February, while females averaged 5 hours; males also consumed a higher number of videos on average at 85 videos per viewer, compared to females at 61 videos per viewer.

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