Survey: 52 percent of adult internet users watch online video

Adult web users are avid video watchers, according to a new study conducted by the Pew Internet & American Life Project. According to the report, 69 percent of grown-up internet users watch or download videos online.

The reported number accounts for more than half of all U.S. adults. Young adults, ranging from 18 to 29 year olds, were the heaviest consumers of online videos.

Since 2007, online video has exploded in popularity. This is especially evident in the comedy sector, in which viewership has risen from 31 to 50 percent. Education, television shows and political videos have similarly grown in popularity.

Pew attributes this rapid growth to the spread of broadband internet connections. Additionally, users sharing videos with their friends through social media sites, such as Twitter and Facebook, have helped popularize online videos.

While many watch, few actually create videos. Only 14 percent of respondents reported they uploaded videos online.

For marketers looking to promote their products with a viral video online, a recent study from TubeMogul found that 30 to 90 second videos had the highest completion rate. Videos longer or shorter than that time frame were less frequently watched all the way through.