Gen Y Online: How they consume video

Share with others

Client: Elastic Path Sales team

Activities: Participant recruiting; Ethnographic research

Deliverables: Personas; Research Report 

A study conducted in 2011 into how Generation Y (age 18 – 29) is using online video services.  This study looked into:

• A “day in the life” of two archetypal Gen Y video viewers

• How Gen Y consumes online video, and the relationship it has to their other household and social activity

• Young adults’ level of engagement with sites and services, and intra-generational difference in behaviors

• The way Gen Y learns about video content they want to watch, and how they track what they’ve watched

We also created an additional artifact, a video persona, to complement the traditional print persona:

Share with others