Video Sharing Web Site Audience Doubles in a Year
Video Sharing Web Site Audience Doubles in a Year
According to the Pew Internet & American Life Project, 48% of internet users have been to video-sharing sites such as YouTube, and the daily traffic to such sites on a typical day has doubled in the past year. The basic findings in a national phone survey show:
- In December 2006, 33% of internet users said they had ever visited such sites. That represents growth of more than 45% year-to-year.
- 15% of respondents said they had used a video-sharing site the day before they were contacted for the survey. A year ago, only 8% had visited such a site the previous day.
| Demographic Profile of US Adult Internet Users Who Have Visited Video-Sharing Web Sites, December 2006 & December 2007 (% of respondents in each group) | ||
|
| December 2006 | December 2007 |
| Gender |
|
|
| Male | 40% | 53% |
| Female | 27 | 43 |
| Age |
|
|
| 18-29 | 55 | 70 |
| 30-49 | 35 | 51 |
| 50-64 | 19 | 30 |
| 65+ | 11 | 16 |
| Education |
|
|
| < HS grad | 29 | 39 |
| HS grad | 28 | 38 |
| Some college | 36 | 54 |
| College grad or more | 37 | 54 |
| HH Income |
|
|
| < 30K | 32 | 43 |
| 30-49.9K | 33 | 41 |
| 50-74.9K | 28 | 53 |
| 75K & over | 42 | 60 |
| Race/Ethnicity |
|
|
| White | 31 | 45 |
| African American | 41 | 46 |
| English speak Latino | 42 | 55 |
| Total Internet users | 33 | 48 |
| Source: Pew Internet & American Life Project, January 2008 | ||
Though YouTube usage generally increased in 2007, according to Harris Interactive, reports eMarketer, a solid majority of YouTube users surveyed said they had visited only once or a few times.
David Hallerman, senior analyst at eMarketer, concluded "The fact that younger Internet users are far more likely to be regular visitors to video-sharing sites points to a fork in the road... marketers looking to target the under-30 demographic can more reliably find them on these video sites... (while) TV broadcast and cable networks... (can) bulk up their online offerings..."
View PDF of report here.
JACK LOECHNER
Center for Media Research
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