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.

 

 

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