YouTube reaches 59% of all auto enthusiasts, with over 2 million unique auto enthusiast users per month. These users are males aged 18-44 who are influential in vehicle purchase decisions. YouTube reaches a significantly higher percentage of auto enthusiasts than other niche vehicle sites, demonstrating it is an effective platform for reaching this target audience.

1. Reaching Auto Enthusiasts
on YouTube
YouTube at a glance
As of May 2011, YouTube has 59% of all Auto Enthusiasts are
800 million monthly unique on YouTube
users worldwide who upload 2.0M
more than 48 hours of video to 2 million of 3.5 million
the site every minute. People online users
are watching more than 3 billion
videos daily – that’s the
equivalent of nearly half the Who They Are
world’s population watching a
YouTube video every day. Males aged 18-44 who are heavy users of vehicle navigation systems and
are serious about purchasing new cards.
Influential – 53% more likely to influence the purchasing decision of Cars,
Vans, or Trucks.
Did you know? Online and Watching Video – 915,000 are online every day and 1 million
have streamed online video in the last 30 days.
82% personally own their own
vehicle
68% provide frequent advice
on cars and trucks
63% own a truck made during
or after 2001
61% own a used car or truck
31% own a bicycle as
an alternative form of
transportation
38% own an Asian vehicle
31% own a GPS
30% own or lease a General
Motors vehicle Source: Nielsen @Plan Q3’11. Auto Enthusiasts are defined as males aged 18-44 with income $25k-$75k and at
least a high school education that provide frequent advice on cars or fix/renovate cars.

2. YouTube Auto Enthusiasts
YouTube Reaches More Auto Enthusiasts than
Niche Sites
Monthly Unique Users
Property % Reach % Comp. Comp Index
(Auto Enthusiasts)
Total 3,484,000 100.0% -­ -­
2,037,000 59% 14.2% 100
309,000 9% 3.3% 154
155,000 5% 4.6% 218
151,000 4% 2.3% 107
130,000 4% 3.8% 179
Source: Nielsen @Plan Q3’11. Auto Enthusiasts are defined as males aged 18-44 with income $25k-$75k and at
least a high school education that provide frequent advice on cars or fix/renovate cars.
Chart Terms Defined:
% Reach – Percentage of the audience falling under the defined Target and Base when compared to that
audience throughout the web.
% Comp – Percentage of the audience falling under the defined Target and Base contained within the overall
audience on that site.
Comp Index – The amount over 100 shows how much more likely someone who visits the site is likely to
carry out a purchasing action.
For more information, contact your YouTube sales
representative or visit www.youtube.com/advertise
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