Tuesday 20 February 2018

Who are the real users of YouTube? You might be surprised

Rhiannon Williams

YouTube users are older, more sociable and more influential than you might expect, according to new research commissioned by Google.

Far from spending all day in their rooms with the curtains drawn, they’re twice as likely to go to the cinema or sporting events than non YouTube viewers, and four times as likely to go to concerts, the survey found.

Around half of users are aged 35 and over, while 90pc are aged over 18. Just 10pc are between 13 - 17 years old.

Last month rumours surfaced that the video site was planning to develop a version of its site designed specifically for children aged 10 and under.

The new site would feature content specifically created for children free from inappropriate videos or comments they may stumble across on the full version.

The study also found the majority of uses were brand evangelists who tend to tell everyone about a brand they love.

Almost 60pc of UK users do this compared to 33pc of non-users. They are also nearly three times more likely to rate products, services or restaurants online than non-users.

Music videos were the most popular category on the Google-owned site, followed by comedy and DIY content.

Regular viewers were also twice as likely to buy digital films, books and music and five times more likely to buy video games than those who don't use the site.

Almost half are connected to more than 100 people online, and 66pc of users are married or live together, while 39pc watch YouTube with their partner.

The research claims that users tend to spend five hours a week reading books and magazines, and up to seven hours a week listening to the radio.

David Black, Director of Branding for Google UK, said: “YouTube is increasingly shaping what matters in content and culture today. Each month more than a billion people come to YouTube to find content they love - from fashion, to music, to food. This research highlights the opportunities for brands to engage with a passionate and influential community of fans.”


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