Ruth McEntee, YouTube  (Part 2)
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Ruth McEntee, YouTube (Part 2)

on

  • 426 views

Global Audience

Global Audience

Statistics

Views

Total Views
426
Views on SlideShare
425
Embed Views
1

Actions

Likes
1
Downloads
8
Comments
0

1 Embed 1

http://www.slideee.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Ruth McEntee, YouTube (Part 2) Presentation Transcript

  • 1. Google Confidential and Proprietary Global YouTube Audience Study Ireland 2013
  • 2. Google Confidential and Proprietary 44% YouTube users are online daily and more active than non- users are over 35 years old more likely to watch movies in theaters more likely to attend live events more likely to dine out in restaurants 86% are online daily 2.8x 1.3x Source: YouTube Global Audience Study, IPSOS 2013 2.0x
  • 3. Google Confidential and Proprietary 1.6x YouTube users are highly connected more likely to go back and forth among different devices than non-user more likely to feel disconnected not having an internet enabled device available than non-user 2.5x 73%* use a smartphone (Non-user: 43%*) Sources: YouTube Global Audience Study, IPSOS 2013 * Connected Consumer Study TNS/Google 2013 (Base: Online population 16-64 years) 32%* use a tablet (Non-user: 25%*)
  • 4. Google Confidential and Proprietary YouTube users are valuable consumers more likely to buy electronics, gadgets, or other devices more likely to buy / download digital music, movies, or books more likely to buy apps for their smartphone or tablet 2.7x 1.9x 3.0x Source: YouTube Global Audience Study, IPSOS 2013
  • 5. Google Confidential and Proprietary YouTube users are opinion leaders more likely to be the first to try new products 2.1x 1.4x more likely give to advice to others 1.2x more likely to tell others about brands they love more likely to rate products, services or restaurants online 1.9x Source: YouTube Global Audience Study, IPSOS 2013 !?
  • 6. Google Confidential and Proprietary YouTube users actively share content share or re-share links post a comment or review on a blog, forum or message board 59% 58% 46% 63% share YouTube videos that they saw talk about what they saw on YouTube with their peers Source: YouTube Global Audience Study, IPSOS 2013
  • 7. Google Confidential and Proprietary YouTube is the first place most users go to watch videos TOP REASONS FOR USING YOUTUBE Entertainment Learn / Keep up-to-date Social / Sharing 68% say that YouTube is the 1st place to go for online videos 43% say that YouTube is place for high quality channels TOP CATEGORIES Source: YouTube Global Audience Study, IPSOS 2013 Music videos Comedy “How-to/DIY” Film previews/trailers Live music Food/cooking Documentaries Technology/electronics Short films TV shows
  • 8. Google Confidential and Proprietary YouTube users appreciate ads they can choose 88% are aware of skippable ads on YouTube 77% say that being able to skip ads increases the enjoyment of the content on YouTube 52% have taken action after seen an ad, e.g. • clicked an ad • looked for more information • visited the website of the business • watched a video related to ad • made a purchase ✶Advertising ✶ Source: YouTube Global Audience Study, IPSOS 2013
  • 9. Google Confidential and Proprietary YouTube plays a different role in user’s lives than TV & say that TV is in the background while other devices are used as a first screen 65% 33% say that YouTube is more relevant to their generation than TV say that YouTube has more unique content than TV 54% Source: YouTube Global Audience Study, IPSOS 2013
  • 10. Google Confidential and Proprietary Conclusions and Key Findings • YouTube users are online daily and more active. • YouTube users are highly connected. • YouTube users are valuable consumers. • YouTube users are opinion leaders. • YouTube users actively share content. • YouTube is the first place most users go to watch videos. • YouTube users appreciate ads they can choose. • YouTube is different than TV. “The YouTube audience actively promotes content and brands”
  • 11. Google Confidential and Proprietary Background & Methodology • In order to provide rich insights for advertisers on YouTube users and how they engage with content and brands on YouTube, Google commissioned Ipsos MediaCT to execute a study in 29 markets across the globe. • A 20-minute online survey was conducted among a general online population sample aged 13-64, conducted between June 27 - September 30, 2013 • Quotas and weighting were based on age, gender, Internet usage and YouTube usage in order to be representative of the each country’s online population (Source: Google Q1 2013 Enumeration study) • For Ireland the total sample size was n=1.522 respondents, of these n=1.240 YouTube users (=81% of total sample) and n=282 Non YouTube users (=19% of total sample)