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:
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.