Just how much do Canadians like watching online video? Apparently, quite a bit according to new data from Ipsos MediaCT.

A recent online survey of 3,500 Canadians indicates that almost one in four spend more time watching online video than TV shows. Nearly 88 percent are now watching online videos at least once a week.

The survey found that about 16 percent admit they spend the same amount of time watching video content on the Web as they do watching television programs.

So what's behind the change in viewing habits?

It comes down to entertainment value: 26 percent said they found viewing online videos more enjoyable than watching live TV.

As far as volume, Canadians are watching about 7.7 online videos weekly and 8 out of 10 say they prefer shorter video clips, which run for 10 minutes or less.

Not surprisingly, half of tablet owners watch videos with their device while one third of respondents watch with their smartphones.

The Google-sponsored study conducted in January and February 2012, also found that 44 percent of Canadians are using Web videos for product research with only 11 percent admitting to hitting the buy button based on a video they watched.

The research shows that videos of product reviews posted by fellow users and experts are more effective than those submitted by retailers and manufacturers.

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