New research has suggested that assumptions about the target audience for online advertisers could be misguided.

The survey conducted by Advertising.com and InsightExpress found that 69 per cent of video content being viewed online was over 35-year-olds who had a preference for news clips.

It is suggested that this is out of step with the presumption that the majority of online video footage is user-generated and being viewed by young adults.

Lynda Clarizio, president of Advertising.com, said that this may be in part due to the fact that the internet is still seen primarily as an information resource.

"With news clips remaining the most popular type of streamed content, video viewing habits reflect that status," she said.

She added however that with increased attention being directed at social networking, interactive gaming and other online entertainment the current figures could soon see a shift.

It was revealed earlier this month that Google would be introducing animated advertising links on its YouTube site inviting users to watch online advertising, clips and trailers, according to ITN.

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