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YouTube Global User Study - Resultados para Portugal

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Um excelente estudo realizado pela Ipsos MediaCT sobre o YouTube e a geração C em Portugal.

Sabiam que...
✔ 2.4X de utilizadores estão mais dispostos a criarem conteúdo online semanalmente.
✔ 2.2X de utilizadores estão dispostos a criarem ou partilharem conteúdo online para se expressarem.
✔ Youtube é uma local onde fãs e criadores se conectam.
✔ Youtube é uma rede social para seguirem os seus interesses.
✔ Youtube disponibiliza um espaço para celebrar a criatividade.
✔ 9 em 10 pessoas têm uma atividade de criação de conteúdos mensal.
✔ 2 em 5 afirmam que a 1ª coisa que fazem quando se levantam é ver o smartphone ou o tablet.
✔ 3 em 4 criadores de conteúdo constroem uma comunidade.
✔ 84% dos utilizadores do Youtube acedem semanalmente.
✔ 72% fala ou partilha o que vê no Youtube.
✔ 89% está ligado a criadores de conteúdo.
✔ 63% procura ou vê mais videos depois de fazer a sua pesquisa.
✔ 66% da geração C acede com smartphones ao Youtube e 70% acede com tablets ao Youtube.
✔ 61% entra no Youtube fora de casa.
✔ 74% fala frequentemente o que vê com amigos e familia.
✔ 129% dos utilizadores querem visitar o Youtube todos os dias.
✔ 2 em 5 pessoas da geração C dispende +/= tempo a ver o youtube do que TV na média semanal (44%).
✔ 56% Youtube complementa a TV e 54% presta menos atenção.
✔ 58% dos utilizadores estão ligados com a marca.
✔ 7% das pessoas pararam com serviços pagos por cabo.
✔ 4% vê os anúncios até ao fim , 53% vê parte do anúncio para saber do que se trata e decidir se avança e 3% desligam o som mas não fecham o anúncio e 41% avança a publicidade o mais rápidamente possível.

É caso para dizer, "Negócios com vida... Digital!" by L4D Web Agency - Live4digital :))

✚ Nota: Divulgação autorizada pela equipa Google/Google Portugal

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Publicado en: Datos y análisis
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YouTube Global User Study - Resultados para Portugal

  1. 1. Google Confidential and Proprietary 1 Google Confidential and Proprietary YouTube Global User Study - Portugal Report November 15, 2013 Ipsos MediaCT
  2. 2. Google Confidential and Proprietary 2 Google Confidential and Proprietary Agenda Background & Methodology Key Takeaways Gen C YouTube Attitudes & Actions YouTube Usage Competitive Comparison YouTube and TV Attitudes & Behavior Brands and Advertising on YouTube Demographics 1 2 3 4 5 6 7 8 9
  3. 3. Google Confidential and Proprietary 3 Google Confidential and Proprietary Background and 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 globally •A 20-minute online survey was conducted among a general online population sample ages 13-64 •This report focuses only on the Portugal market –Fieldwork dates: August 14 - August 29, 2013 –A total of 1508 respondents completed the survey –Quotas and weighting were based on age, gender, Internet usage and YouTube usage in order to be representative of the Portugal online population (Source: Google Q1 2013 Enumeration study)
  4. 4. Google Confidential and Proprietary 4 Google Confidential and Proprietary 1.YouTube is a platform for passionate audiences that thrive on creativity and expression. 2.These audiences represent a unique mindset that we call Gen C. Gen C are a powerful force, on both culture and commerce fronts. 3.Brands can benefit by understanding Gen C motivations and engage with them on YouTube, as large proportion of them are brand advocates and loyalists. 4.Usage of YouTube among Gen C typically means weekly usage, with YouTube playing a central part in their lives. 5.Gen C access YouTube on multiple screens, from multiple locations and during multiple dayparts. 6.Entertainment is at the core of YouTube usage, but Gen C engage more deeply with YouTube – pursuing passions, using it for “how- to” and connecting with others. 7.YouTube is valued above competitors for the creativity, community and variety of content options it supports. 8.Gen C’s engagement with YouTube has impacted their engagement with TV. TV serves as more of a background to their device and YouTube usage. Key Takeaways
  5. 5. Google Confidential and Proprietary 5 Gen C
  6. 6. Google Confidential and Proprietary 6 Google Confidential and Proprietary YouTube is a platform for passionate audiences that thrive on creativity and expression Base: YouTube users = Ever visit YouTube (n=1296), Non-users = Never visit YouTube (n=212) YouTube users are… 2.4X more likely to create online content at least weekly 2.2X more likely to create, upload or share content online to express themselves … than non-users 67% 61% 59% YouTube is a place where fans and creators can connect YouTube is a place to pursue my interests YouTube provides a place to celebrate creativity And, they say…
  7. 7. Google Confidential and Proprietary 7 Google Confidential and Proprietary These audiences have a unique mindset represented by the 4Cs 9 in 10 do at least one creation activity on a monthly basis 3 in 5 do at least one curation activity on a weekly basis 2 in 5 agree “The first thing I do when I wake up in the morning is check my smartphone or tablet” 3 in 4 curate or create in order to build community We call them Gen C Base: Gen C (n=821); Gen C who use a smartphone or tablet (n=540)
  8. 8. Google Confidential and Proprietary 8 Google Confidential and Proprietary Gen C is a mindset that spans across generations 59% 41% Under 35 35 and over 48% 52% Gen C by Age Gen C by Gender Millennials do represent the Gen C mindset strongly Base: Gen C (n=821); Millennials = A18-34 (n=619) 61% Of Millennials are Gen C
  9. 9. Google Confidential and Proprietary 9 Google Confidential and Proprietary 60% 57% 50% 47% 41% 36% 34% 33% 26% 26% 22% 13% 11% 7% 1% 40% 45% 32% 38% 25% 33% 20% 20% 14% 15% 12% 6% 2% 2% 2% Share my interests with others Entertain myself Express myself Put a smile on someone's face Share my life with family and friends Support a cause Get a response from others Provide entertainment for others Pursue a personal hobby Inspire others Change people's ways of thinking Share my talent Become a go-to source on a topic within the community Build an online community Other Gen C Non- Gen C Reasons for Creating and Sharing Gen C’s main reasons for creating and sharing are social connection, entertainment and self-expression Base: Gen C (n=821); Non- Gen C who ever create, upload or share content online (n=421) QS9. Which, if any, of the following describes why you create (e.g., videos), upload (e.g., photos), or share (e.g., links) content online? I do this to… Please select all that apply. Box indicates a significant difference from comparable group at the 95% confidence level.
  10. 10. Google Confidential and Proprietary 10 Google Confidential and Proprietary Device Usage 86% 62% 59% 54% 50% 42% 33% 32% 30% 24% 15% 10% 4% 84% 65% 43% 50% 45% 26% 22% 19% 22% 14% 11% 6% 2% Laptop or Notebook PC Mobile phone Smartphone Desktop PC In-home games console that's connected to the TV MP3 / portable media player with Internet access Tablet Computer / Pad Internet-connected TV / Smart TV connected to the Internet Handheld gaming device Digital Video Recorder (DVR) Netbook Set-top box/device used to stream shows or movies to TV eReader Gen C Non- Gen C 1.5X 1.4X They are more likely to own the latest devices… Base: Gen C (n=821); Non- Gen C (n=557) QS2. Which, if any, of the following devices do you currently use? Please select all that apply. Box indicates a significant difference from comparable group at the 95% confidence level.
  11. 11. Google Confidential and Proprietary 11 Google Confidential and Proprietary … And to use all types of media, both traditional and digital Media Usage Base: Gen C (n=821); Non- Gen C (n=557) QS3. How often do you use the Internet for personal reasons overall? Please include usage via web browser or apps, as well as across any Internet- enabled devices. QS6. Approximately how much time do you spend on each of the following activities in an average week? Please select an amount of time for each activity. Please consider time spent on each activity across any device. In average week, Gen C spend… 1.9X More time watching online video 2.0X More time visiting social networking sites 1.7X More time playing video or online games 1.2X More time watching full-length movies 1.2X More time reading books, magazines or newspaper And are… 1.3X More likely to use the Internet for personal reasons several times a day But spend the same amount of time watching TV and listening to the radio … As Non- Gen C
  12. 12. Google Confidential and Proprietary 12 Google Confidential and Proprietary Attitudes about Media and Devices 62% 51% 47% 44% 42% 41% 35% 29% 58% 44% 33% 24% 26% 23% 17% 15% I often have the TV on in the background while I focus on my computer, smartphone, or tablet (b) When ads come on TV, I do other things (e.g., go to another room, check smartphone) (c) I spend time with friends/family while we watch different content on different devices (a) I feel disconnected if I don't have my smartphone or tablet with me (d) The first thing I do when I wake up in the morning is check my smartphone or tablet (d) I am constantly going back-and-forth among my different devices (e) My smartphone is an extension of my personality (f) The interactions I have with people online are as 'real' as the interactions I have in-person (a) Gen C Non- Gen C Strongly/Somewhat Agree Pay less attention to TV (Net): Gen C: 78% Non- Gen C: 73% In Gen C’s lives, technology and the Internet are in the foreground, while TV is in the background Base: (a) Gen C (n=821), Non- Gen C (n=557); (b) Watch TV and use smartphone, desktop/laptop, netbook, or tablet (Gen C n=770, Non- Gen C n=536); (c) Watch TV (Gen C n=787, Non- Gen C n=540); (d) Use a smartphone or a tablet (Gen C n=540, Non- Gen C n=287); (e) Use more than one device among smartphone, desktop/laptop, netbook, or tablet (Gen C n=645, Non- Gen C n=355); (f) Use a smartphone (Gen C n=484, Non- Gen C n=242) QS10. How much do you agree or disagree with each of the following statements about the media and devices you use? Box indicates a significant difference from comparable group at the 95% confidence level.
  13. 13. Google Confidential and Proprietary 13 Google Confidential and Proprietary Website Usage and Social Connections 90% 84% 41% 19% 16% 11% 11% 8% 65% 57% 25% 5% 3% 2% 4% 2% Facebook YouTube TV network sites Twitter Instagram Tumblr Vimeo Pinterest Gen C Non- Gen C Use at Least Weekly People Connected to Online 69% 53% 23% 46% 30% 10% 100+ 200+ 500+ Gen C vs. Non- Gen C 1.5X 1.8X 2.3X 2.1X For Gen C, community means more connections and usage of video and social networking sites Base: Gen C (n=821); Non- Gen C (n=557); Ever visit one of the websites (Gen C n=815, Non- Gen C n=532) QS11. How often do you use each of the following websites for personal reasons? Please include usage via web browser or apps, as well as across any Internet-enabled devices. Q2. About how many people are you connected to online (via social networks e.g., Facebook, Twitter)? Please enter your response into the box below. If you are unsure of the exact number, please provide your best estimate. Box indicates a significant difference from comparable group at the 95% confidence level. 1.5X 412 200 Mean
  14. 14. Google Confidential and Proprietary 14 Google Confidential and Proprietary 92% 82% 79% 75% 50% 47% 89% 69% 63% 62% 30% 21% Google Search Gmail Google Chrome Google Maps Android Google+ Gen C Non- Gen C Google Usage Use at Least Monthly They are also greater users of all major Google products Base: Gen C (n=821); Non- Gen C (n=557) Q27. How often do you use the following Google products? Box indicates a significant difference from comparable group at the 95% confidence level.
  15. 15. Google Confidential and Proprietary 15 Google Confidential and Proprietary Frequency of Spending Activities 74% 54% 50% 43% 42% 34% 30% 28% 25% 22% 18% 17% 13% 10% 59% 30% 37% 34% 26% 25% 18% 17% 16% 12% 11% 7% 7% 2% Hang out with friends or family at coffee shops, shopping malls, etc. Buy/Download apps for your smartphone or tablet Dine out in restaurants Buy personal care products, cosmetics, or fragrances Buy/Download digital music, movies, or books Buy clothes, shoes or accessories Buy/Download video or online games Watch movies in the cinema Buy organic or natural products Buy health or fitness products and services Attend live sporting events Attend live events Travel for personal or leisure reasons Buy electronics, gadgets, or other devices Gen C Non- Gen C Engage in at Least Monthly Gen C are not only more engaged with media, but they are also more frequent spenders Base: Gen C (n=821); Non- Gen C (n=557); Use smartphone or tablet for buy/download apps (Gen C n=540, Non- Gen C n=287) QS4. And, how frequently, if ever, do you engage in each of the following activities? Box indicates a significant difference from comparable group at the 95% confidence level. Gen C vs. Non- Gen C 1.3X 1.8X 1.4X 1.3X 1.6X 1.4X 1.7X 1.6X 1.6X 1.8X 1.6X 2.4X 1.9X 5.0X
  16. 16. Google Confidential and Proprietary 16 Google Confidential and Proprietary Attitudes about Brands 72% 65% 63% 48% 46% 44% 41% 33% 27% 65% 59% 53% 39% 30% 31% 37% 20% 24% If there is a brand I love, I tend to tell everyone about it When I find a brand I like, I stick to it I buy brands that reflect my style I buy brands that support causes I believe in People often come to me for advice before making a purchase If a brand helps me express myself, I'll buy it even if it is slightly more expensive I prioritize my spending on items that satisfy my interests over basic necessities (e.g., food, housing, etc.) I am among the first of my friends and colleagues to try new products Brand name is the best indication of quality Gen C Non- Gen C Strongly/Somewhat Agree They are brand curators, advocating and advising others on purchases Base: Gen C (n=821); Non- Gen C (n=557) QS5. How much do you agree or disagree with each of the following statements about the products and services you buy? Box indicates a significant difference from comparable group at the 95% confidence level. 1.1X More likely to be brand advocates 1.7X More likely to be early adopters 1.5X More likely to be influential
  17. 17. Google Confidential and Proprietary 17 Google Confidential and Proprietary Highlights of Gen C Media Behavior and Attitudes by Age 13-17 18-34 35-54 Gen C Non- Gen C Gen C Non- Gen C Gen C Non- Gen C Use a smartphone (a) 54% ** 67% 45% 52% 45% Use a tablet (a) 37% ** 34% 19% 32% 26% Use the Internet several times a day (a) 86% ** 77% 61% 76% 61% Online social connections (Mean) (b) 520 ** 447 244 341 145 Strongly/Somewhat Agree I often have the TV on in the background while I focus on my computer, smartphone, or tablet (c) 70% ** 61% 59% 62% 58% I spend time with friends/family while we watch different content on different devices (a) 67% ** 51% 33% 38% 31% When ads come on TV, I do other things (e.g., go to another room, check smartphone) (e) 56% ** 53% 45% 48% 40% I am constantly going back-and-forth among my different devices (d) 45% ** 45% 27% 35% 19% The interactions I have with people online are as 'real' as the interactions I have in-person (a) 34% ** 31% 20% 26% 10% Multi-tasking and the Internet are integral to Gen C across all age segments Base: (a) Total respondents (13-17 Gen C n=101 / Non- Gen C n=35, 18-34 Gen C n=380 / Non- Gen C n=239, 35-54 Gen C n=340 / Non-Gen C n=283); (b) Ever visit one of the websites (13-17 n=101/35, 18-34 n=377/231, 35-54 n=337/266); (c) Watch TV and use smartphone, desktop/laptop, netbook, or tablet (13-17 n=90/33, 18-34 n=351/227, 35-54 n=329/276); (d) Use more than one device among smartphone, desktop/laptop, netbook, or tablet (13-17 n=81/12, 18-34 n=304/147, 35-54 n=260/196); (e) Watch TV (13-17 n=95/33, 18-34 n=358/231, 35-54 n=334/276 **Effective base size too small to report (n<30) Box indicates a significant difference from comparable group at the 95% confidence level.
  18. 18. Google Confidential and Proprietary 18 Google Confidential and Proprietary Highlights of Gen C Brand/Product Spending and Attitudes by Age 13-17 18-34 35-54 Gen C (n=101) Non- Gen C (n=35) Gen C (n=380) Non- Gen C (n=239) Gen C (n=340) Non- Gen C (n=283) Engage in at least monthly Hang out with friends or family at coffee shops, shopping malls, etc. 66% ** 83% 68% 65% 53% Dine out in restaurants 37% ** 58% 41% 44% 34% Watch movies in the cinema 35% ** 33% 21% 21% 13% Buy clothes, shoes or accessories 33% ** 41% 25% 27% 22% Strongly/Somewhat agree If there is a brand I love, I tend to tell everyone about it 81% ** 71% 64% 71% 63% If a brand helps me express myself, I'll buy it even if it is slightly more expensive 49% ** 50% 24% 37% 35% People often come to me for advice before making a purchase 47% ** 46% 31% 45% 32% I am among the first of my friends and colleagues to try new products 33% ** 35% 18% 31% 21% Gen C across all age segments are valuable customers, spending and advocating Base: Gen C; Non-Gen C **Effective base size too small to report (n<30) Box indicates a significant difference from comparable group at the 95% confidence level.
  19. 19. Google Confidential and Proprietary 19 YouTube Attitudes & Actions
  20. 20. Google Confidential and Proprietary 20 Google Confidential and Proprietary YouTube Usage Usage of YouTube typically translates to visitation at least weekly Base: Total respondents (n=1508) QS11. How often do you use each of the following websites for personal reasons? Please include usage via web browser or apps, as well as across any Internet-enabled devices. 86% 33% 26% 12% 6% 3% 5% Ever (Net) Once a day or more often 2-6 times a week Once a week 2-3 times a month Once a month Less than once a month Frequency of YouTube Usage Usage by Key Segments 72% At least weekly (Net) 44% 22% 59% 44% 22% 14% 41% 35% 41% 38% 40% 37% Gen C Non- Gen C 13-17 18-34 35-49 50-64 Daily 1-6 times a week 84% 57% 100% 82% At least weekly 62% 51% 84% Of all YouTube users access YouTube at least weekly
  21. 21. Google Confidential and Proprietary 21 Google Confidential and Proprietary Reasons for Visiting YouTube 80% 67% 66% 55% 52% 45% 41% 37% 34% 23% 23% 22% 20% 15% 1% Listen to music Watch videos that make me laugh Be entertained Relax and unwind Watch videos my friends or family have shared with me Look for information on a topic of interest Learn something new Find things to share with my friends or family Look for information about products or services Keep up-to-date on latest trends Be inspired Keep up-to-date with the latest news Upload and share my own videos Keep kids entertained Other 1 Entertainment and relaxation 95% 2 Connect, create and curate 72% 3 Learn and keep up-to-date 71% Entertainment is the main reason Gen C visit, but most also come to learn and to connect Base: Gen C who ever visit YouTube (n=772) Q5. For which reason(s) do you visit YouTube? Please select all that apply.
  22. 22. Google Confidential and Proprietary 22 Google Confidential and Proprietary Attitudes about YouTube Strongly/Somewhat Agree 80% 71% 65% 61% 61% 54% 48% 33% 33% YouTube is the first place I go to when looking for online videos YouTube is one of my primary ways of discovering new music and movies The site is a place to pursue my interests I often talk about what I see on the site with friends and family I often share what I see on the site with friends and family YouTube is one of my primary sources of entertainment I want to visit the site every day The site is the voice of people like me I don't want to miss out on the next viral video on YouTube 72% Talk about or share what I see on the site (Net) YouTube is a core part of Gen C’s lives… Base: Gen C who ever visit YouTube (n=772) Q3. How much do you agree or disagree with each of the following statements about YouTube? Please consider your usage via web browser or apps. Q6. How much do you agree or disagree with each of the following statements about YouTube?
  23. 23. Google Confidential and Proprietary 23 Google Confidential and Proprietary Attitudes about YouTube Strongly/Somewhat Agree 77% 70% 65% 64% 51% 47% I like that YouTube provides an opportunity for emerging artists to get a worldwide audience YouTube is a place where fans and creators of videos can connect YouTube has videos for the most unique interests The site provides a place to celebrate creativity I love discovering new talent on YouTube YouTube is a place for high quality channels … Providing the variety, community, creativity and opportunities its audience craves Base: Gen C who ever visit YouTube (n=772) Q3. How much do you agree or disagree with each of the following statements about YouTube? Please consider your usage via web browser or apps. Q6. How much do you agree or disagree with each of the following statements about YouTube?
  24. 24. Google Confidential and Proprietary 24 Google Confidential and Proprietary Actions Typically Taken After Viewing YouTube Videos 93% 55% 53% 48% 41% 40% 36% 31% 12% Take any listed action (Net) Share videos via a social networking site 'Like' or 'Dislike' a video Watch similar or recommended videos Talk to my friends or family about a video Search on YouTube for related video content Send links to friends or family Read/Post comments Share videos on a blog 89% Connect or curate (Net) 63% Search for or watch more video (Net) Video viewing on YouTube is a springboard for further engagement, sharing and discussions Base: Gen C who ever visit YouTube (n=772) Q18. Which of the following, if any, do you typically do during or after watching a video on YouTube? Please select all that apply.
  25. 25. Google Confidential and Proprietary 25 Google Confidential and Proprietary Highlights of YouTube Attitudes by Gen C Gen C (n=772) Non- Gen C (n=425) Difference Reasons for using YouTube (Nets) Own entertainment and relaxation 95% 94% Learn and keep up-to-date 71% 59% 1.2X Connect, create and curate 72% 59% 1.2X Strongly/Somewhat agree YouTube is the first place I go to when looking for online videos 80% 70% 1.1X I talk about or share what I see on the site (Net) 72% 49% 1.5X YouTube is one of my primary ways of discovering new music and movies 71% 57% 1.2X YouTube is a place where fans and creators of videos can connect 70% 60% 1.2X The site is a place to pursue my interests 65% 55% 1.2X YouTube has videos for the most unique interests 65% 58% 1.1X YouTube is one of my primary sources of entertainment 54% 37% 1.5X Everyone turns to YouTube for entertainment, but Gen C turn to YouTube to satisfy additional needs Base: Ever visit YouTube Box indicates a significant difference from comparable group at the 95% confidence level.
  26. 26. Google Confidential and Proprietary 26 Google Confidential and Proprietary Highlights of YouTube Attitudes by Usage Segments Monthly (A) (n=1218) Weekly (B) (n=1083) Daily (C) (n=499) Reasons for using YouTube (Nets) Own entertainment and relaxation 95% 96% 96% Learn and keep up-to-date 68% 70% 77%AB Connect, create and curate 68% 70% 74%A Strongly/Somewhat agree YouTube is the first place I go to when looking for online videos 77% 81% 86%AB YouTube is a place where fans and creators of videos can connect 67% 70% 76%AB YouTube is one of my primary ways of discovering new music and movies 67% 70% 80%AB I talk about or share what I see on the site (Net) 66% 69% 79%AB YouTube has videos for the most unique interests 65% 67% 73%AB The site is a place to pursue my interests 63% 66% 75%AB YouTube is one of my primary sources of entertainment 50% 54% 68%AB Entertainment is a principal part of usage, but frequent users turn to the site for so much more Base: Ever visit YouTube A letter indicates a significant difference from comparable group at the 95% confidence level.
  27. 27. Google Confidential and Proprietary 27 YouTube Usage Who, What, Where and How
  28. 28. Google Confidential and Proprietary 28 Google Confidential and Proprietary Top 20 Genres Typically Viewed on YouTube 74% 60% 59% 53% 45% 39% 35% 32% 29% 28% 28% 28% 27% 27% 26% 25% 23% 23% 23% 23% Music videos Film previews, trailers and videos Live music (concerts) Comedy How-to/DIY (do-it-yourself) videos Personal or home videos Technology, electronics and gadgets Food, cooking, and recipes Documentaries Automotive and vehicles Education and schooling Pets and animals Gaming Sporting events Live streaming and live events Health, fitness and exercise Short films Travel and tourism Arts (e.g., theater, dance) Web series and shorts Beyond entertainment content, How-To/DIY videos are popular among Gen C Base: Gen C who ever visit YouTube (n=772) Q15. Which of the following types of videos, if any, do you typically watch on YouTube? Please select all that apply. Q17. Which of the following other types of videos, if any, do you typically watch on YouTube? Please select all that apply.
  29. 29. Google Confidential and Proprietary 29 Google Confidential and Proprietary Genres for Which YouTube is the Favorite Place to Go 80% 68% 67% 66% 57% 47% 42% 39% 39% 37% 32% 28% Music videos Comedy Live music (concerts) Cartoons and kids shows Film previews, trailers and videos Full-length movies Short films Sporting events Web series and shorts Celebrity news and entertainment News and politics TV shows YouTube is the go-to place for a large range of entertainment content, particularly music videos Base: Gen C who ever watch main types of YouTube videos (entertainment, sports, and news-related videos) (floating base) (n=132-571) Q16. And, for which types of videos, if any, is YouTube your favorite place to go? Is YouTube your favorite place to go for...? Please select all that apply.
  30. 30. Google Confidential and Proprietary 30 Google Confidential and Proprietary 78% 40% 39% 24% 10% 8% 8% 5% 1% Notebook PC Desktop PC Smartphone Tablet Computer / Pad Mobile phone Internet-connected TV / Smart TV Netbook In-home game console Set-top box/device used to stream shows or movies to TV Devices Used to Access YouTube 96% Computer/Tablet (Net) 2 in 3 Gen C YouTube visitors with smartphones access the site with the device; similarly for tablets Base: Gen C who ever visit YouTube (n=772) Q10. You mentioned that you use the devices listed below. Which device(s) do you use to access YouTube? Please select all that apply. 66% Of Gen C YouTube users with smartphones access YouTube on their smartphones 70% Of Gen C YouTube users with tablets access YouTube on their tablets
  31. 31. Google Confidential and Proprietary 31 Google Confidential and Proprietary YouTube Access Locations 95% 27% 24% 20% 13% 12% 11% 10% 2% 2% At home At work At someone else's home On a trip away from home At a social gathering/function In a restaurant, coffee shop, etc. On-the-go At school Other In a store 61% Outside the home (Net) Home is the core location for viewing YouTube videos, but 3 in 5 Gen C also view videos out of their homes Base: Gen C who ever visit YouTube (n=772) Q9. Where do you typically access YouTube? Please select all that apply.
  32. 32. Google Confidential and Proprietary 32 Google Confidential and Proprietary YouTube Access Locations by Devices Computer/Tablet (n=726) Computer (n=185) Tablet (n=304) Smartphone (n=772) At home Outside the home (Net) At work At someone else’s home On a trip away from home At school At a social gathering In a restaurant, coffee shop, etc. On-the-go In a store 94% 50% 24% 17% 10% 8% 5% 2% 2% 1% 96% 55% 25% 18% 15% 9% 7% 5% 4% 1% 81% 50% 8% 14% 27% 5% 11% 11% 9% 0% 64% 66% 16% 25% 29% 10% 14% 18% 21% 3% Most smartphone users access YouTube at home and outside the home, with 1 in 5 accessing on-the-go Base: Gen C who access YouTube on the specific device Q11. And, which device(s) do you use when accessing YouTube at each of the following locations? Please select all the devices that apply for each location.
  33. 33. Google Confidential and Proprietary 33 Google Confidential and Proprietary 3% 23% 21% 53% Every time Most of the time About half of the time Some of the time Co-Viewing One video view does not necessarily mean one set of eyeballs – 4 in 5 have co-viewed, 2 in 5 frequently Base: Gen C who ever visit YouTube (n=772); Gen C who ever visit YouTube with others (n=642) Q12. With whom do you ever watch videos on YouTube? Please select all that apply. Q13. Of all the times you watch videos on YouTube, how frequently do you watch YouTube with others? 83% 48% 42% 27% 25% 20% 19% 20% 15% 10% 12% Ever watch with others (Net) Friend(s) Spouse/Partner My child/children Sibling(s) Parent(s)/ Grandparent(s) Other relative Work colleague(s) Schoolmate(s)/ Classmate(s) Roommate(s)/ Housemate(s) Someone else YouTube Video Co-Viewers Frequency of YouTube Co-Viewing (among those who ever watch with others) 47% Half or more of the time (Net) 71% Family (Net) 39% Of all Gen C YouTube users watch YouTube videos with others at least half of the time
  34. 34. Google Confidential and Proprietary 34 Google Confidential and Proprietary Highlights of YouTube Usage by Gen C Gen C (n=772) Non- Gen C (n=425) Difference Top 3 genres viewed on YouTube Music videos 74% 69% 1.1X Film previews, trailers and videos 60% 49% 1.2X Live music (concerts) 59% 47% 1.3X Access YouTube via computer (laptop, desktop, or netbook) 94% 95% Access YouTube via tablet 24% 12% 2.0X Access YouTube via smartphone 39% 21% 1.9X Access YouTube at the home 95% 94% Access YouTube outside the home 61% 42% 1.5X Ever watch YouTube videos with others 83% 73% 1.1X Watch YouTube videos with others at least half the time 39% 28% 1.4X Usage of YouTube is in multiples for Gen C: multiple devices, locations and co-viewers Base: Ever visit YouTube Box indicates a significant difference from comparable group at the 95% confidence level.
  35. 35. Google Confidential and Proprietary 35 Google Confidential and Proprietary Highlights of YouTube Usage by Usage Segments Monthly (A) (n=1218) Weekly (B) (n=1083) Daily (C) (n=499) Top 3 genres viewed on YouTube Music videos 73% 74% 80%AB Live music (concerts) 56% 58% 61% Film previews, trailers and videos 56% 58% 62%A Access YouTube via computer (laptop, desktop, or netbook) 95% 95% 94% Access YouTube via tablet 21% 22% 23% Access YouTube via smartphone 32% 35% 41%AB Access YouTube at the home 96% 96% 98%A Access YouTube outside the home 54% 57% 63%AB Ever watch YouTube videos with others 78% 80% 84%A Watch YouTube videos with others at least half the time 35% 35% 36% Daily users are more likely than less frequent users to access the site on a smartphone and outside the home Base: Ever visit YouTube A letter indicates a significant difference from comparable group at the 95% confidence level.
  36. 36. Google Confidential and Proprietary 36 Competitive Comparison
  37. 37. Google Confidential and Proprietary 37 Google Confidential and Proprietary 84% 90% 41% 19% 16% 11% 11% 8% 10% 7% 41% 20% 17% 19% 12% 12% YouTube Facebook TV network sites Twitter Instagram Vimeo Tumblr Pinterest Weekly Less than weekly Website Usage Similarly to YouTube, Facebook usage usually translates to usage at least weekly Base: Gen C (n=821) QS11. How often do you use each of the following websites for personal reasons? Please include usage via web browser or apps, as well as across any Internet-enabled devices. 94% Ever use 97% 30% 33% 23% 21% 82% 39%
  38. 38. Google Confidential and Proprietary 38 Google Confidential and Proprietary Gen C’s Favorite Websites 78% 85% 24% 10% 9% 4% 4% 3% YouTube Facebook TV network sites Twitter Instagram Tumblr Vimeo Pinterest YouTube is among the top favorite websites Base: Gen C (n=821) Q1. Which of the following sites or types of sites/apps are your favorites? Please select up to 3.
  39. 39. Google Confidential and Proprietary 39 Google Confidential and Proprietary Attitudes about YouTube and Competitors YouTube (n=772) Facebook (n=566) Twitter (n=138) Vimeo (n=98) The site is a place to pursue my interests The site provides a place to celebrate creativity I often share what I see on the site with friends and family I often talk about what I see on the site with friends and family I search on the site for brands I want to learn more about I want to visit the site every day The site is the voice of people like me 60% 55% 68% 64% 59% 65% 36% 65% 64% 61% 61% 50% 48% 33% 38% 42% 35% 35% 38% 34% 32% 46% 53% 38% 35% 34% 21% 31% As a place for fostering creativity and passions, YouTube rises above its competitors Base: Gen C who ever visit the specific site and were assigned to the quota* for the site (*for Facebook, Twitter and Vimeo only) Q3. How much do you agree or disagree with each of the following statements about YouTube? Please consider your usage via web browser or apps. Q4. How much do you agree or disagree with each of the following statements about [site]? Please consider your usage via web browser or apps.
  40. 40. Google Confidential and Proprietary 40 Google Confidential and Proprietary Competitive Comparison Highlights YouTube users are… 16% More likely to say “the site is a place to celebrate creativity” 8% More likely to say “the site is a place to pursue my interests” … As compared to Facebook users YouTube users are… 74% More likely to say “I often talk about what I see on the site with friends and family” 71% More likely to say “the site is a place to pursue my interests” 52% More likely to say “the site is a place to celebrate creativity” … As compared to Twitter users YouTube users are… 129% More likely to say “I want to visit the site every day” 74% More likely to say “I often talk about what I see on the site with friends and family” 21% More likely to say “the site is a place to celebrate creativity” … As compared to Vimeo users Gen C view YouTube as a place to celebrate creativity, in contrast to other popular destinations Base: Gen C who ever visit the specific site and were assigned to the quota* for the site (*for Facebook, Twitter and Vimeo only) (YouTube n=772, Facebook n=566, Twitter n=138, Vimeo n=98) Q3. How much do you agree or disagree with each of the following statements about YouTube? Please consider your usage via web browser or apps. Q4. How much do you agree or disagree with each of the following statements about [site]? Please consider your usage via web browser or apps.
  41. 41. Google Confidential and Proprietary 41 YouTube and TV Attitudes & Behavior
  42. 42. Google Confidential and Proprietary 42 Google Confidential and Proprietary YouTube and TV Usage 5% 25% 23% 32% 39% 56% 47% 16% 19% 16% 31% 19% 26% 78% 55% 16% 6:00 - 8:59 9:00 - 11:59 12:00 - 13:59 14:00 - 16:59 17:00 - 18:59 19:00 - 22:59 23:00 - 1:59 2:00 - 5:59 YouTube TV 2 in 5 Gen C spend more or the same amount of time watching YT as TV in an average week (44%) Viewership across Dayparts Workday (Net): YouTube: 51% TV: 41% Half of Gen C view YouTube videos during primetime television hours; likewise for workdays Base: Gen C who ever visit YouTube for all YouTube results (n=772); Gen C who ever visit YouTube and ever watch TV for TV results (n=743) Q14. Thinking about a typical day, during which times of day do you watch YouTube [and TV]? Please select all the times of day that apply. QS6. Approximately how much time do you spend on each of the following activities in an average week? Please select an amount of time for each activity. Please consider time spent on each activity across any device. Q8. Approximately how much time do you spend watching videos on YouTube in an average week? Please include time spent watching YouTube videos viewed on YouTube itself, Facebook, or other sites/apps. Also, please consider time spent across any device.
  43. 43. Google Confidential and Proprietary 43 Google Confidential and Proprietary 52% 49% 45% 43% 41% 39% 36% 34% 28% YouTube has more unique content than TV Watching videos on YouTube fits my schedule better than TV YouTube is my first stop when I've missed something on TV I often watch YouTube videos while the TV is on I often watch YouTube videos related to something I have seen on TV YouTube is more relevant to my generation than TV YouTube videos are more entertaining than TV I watch more YouTube than TV over the weekend I prefer YouTube over TV Attitudes about TV and YouTube Strongly/Somewhat Agree 56% YouTube complementary to TV (Net) YouTube’s greater variety and flexibility appeal to Gen C YouTube users who also watch TV Base: Gen C who ever visit YouTube and ever watch TV (n=743) Q25. How much do you agree or disagree with the following statements about TV and YouTube?
  44. 44. Google Confidential and Proprietary 44 Google Confidential and Proprietary Impact of YouTube on TV Viewing 56% 29% 23% 33% 4% 4% 1% 1% 1% 43% Taken an action and had a TV (Net) Pay less attention to the TV shows I have on Watch less TV during evening hours Watch less TV overall Stopped subscribing to premium cable networks Downgraded my cable or satellite service Stopped subscribing to cable or satellite Stopped watching TV entirely None of these - I never had a TV None of these - I haven't taken any of these actions 54% Less watching or attention (Net) 7% Stopped or downgraded cable/pay services (Net) Half of Gen C say YouTube has impacted their viewing of, attention to, or money spent on TV Base: Gen C who ever visit YouTube (n=772) Q26. Which of the following action(s), if any, have you taken because of YouTube? Please select all that apply.
  45. 45. Google Confidential and Proprietary 45 Google Confidential and Proprietary Highlights of YouTube and TV Attitudes and Behavior by Gen C Gen C (n=743) Non- Gen C (n=413) Difference Ever watch TV* 96% 97% Spend more or the same amount of time watching YT as TV in average week 44% 29% 1.5X Watch YouTube during workday** 51% 46% 1.1X Watch TV during workday 41% 37% 1.1X Watch YouTube during primetime** 56% 60% Watch TV during primetime 78% 81% Any reduced TV viewing (attention, watching, paying for) because of YouTube** 56% 42% 1.3X Strongly/Somewhat agree YouTube has more unique content than TV 52% 43% 1.2X Watching videos on YouTube fits my schedule better than TV 49% 34% 1.4X YouTube is my first stop when I've missed something on TV 45% 33% 1.4X I often watch YouTube videos while the TV is on 43% 32% 1.3X Gen C’s immersion in YouTube translates to less attention and viewership of TV Base: Ever visit YouTube and watch TV; *Gen C (n=821), Non-Gen C (n=557); **Ever visit YouTube (Gen C n=772, Non-Gen C n=425) Box indicates a significant difference from comparable group at the 95% confidence level.
  46. 46. Google Confidential and Proprietary 46 Google Confidential and Proprietary Highlights of YouTube and TV Attitudes and Behavior by Usage Segments Monthly (A) (n=1180) Weekly (B) (n=1049) Daily (C) (n=474) Ever watch TV* 97% 97% 95% Spend more or the same amount of time watching YT as TV in average week 40% 42% 58%AB Watch YouTube during workday* 50% 52% 60%AB Watch TV during workday 41% 41% 44% Watch YouTube during primetime* 56% 56% 59% Watch TV during primetime 80%C 79% 75% Any reduced TV viewing (attention, watching, paying for) because of YouTube* 52% 54% 67%AB Strongly/Somewhat agree YouTube has more unique content than TV 51% 54% 61%AB Watching videos on YouTube fits my schedule better than TV 44% 47% 57%AB YouTube is my first stop when I've missed something on TV 41% 44% 50%AB I often watch YouTube videos while the TV is on 40% 43% 55%AB Over half of users, whether daily, weekly or monthly, watch YouTube during primetime Base: Ever visit YouTube and watch TV; *Ever visit YouTube (Monthly n=1218, Weekly n=1083, Daily n=499) A letter indicates a significant difference from comparable group at the 95% confidence level.
  47. 47. Google Confidential and Proprietary 47 Brands and Advertising on YouTube
  48. 48. Google Confidential and Proprietary 48 Google Confidential and Proprietary Attitudes about YouTube for Brands and Products 50% 50% 48% 39% 37% 37% 36% 36% I wish that more companies would use YouTube videos to help me learn about their products and services I wish that more companies would make videos featuring popular YouTube artists Watching YouTube videos helps me decide which products or brands to buy YouTube is a great place for brands to connect with me YouTube enables me to interact with my favorite brands I would rather watch videos posted by brands on YouTube than watch TV commercials I get ideas about things to buy from YouTube videos Strongly/Somewhat Agree Gen C are open to – and even wish for – brand integration in YouTube videos Base: Gen C who ever visit YouTube (n=772) Q3. How much do you agree or disagree with each of the following statements about YouTube? Please consider your usage via web browser or apps. Q7. And, how much do you agree or disagree with each of these statements about YouTube?
  49. 49. Google Confidential and Proprietary 49 Google Confidential and Proprietary Ad Recall and Behavior Skippable ads stand out among those who recall seeing advertising on YouTube… Base: Gen C who ever visit YouTube (n=772); Gen C who have seen ads on YouTube (n=347); Gen C who have seen skippable ads on YouTube (n=278) Q19. Have you seen any advertising on YouTube recently? Q20. Have you seen any advertising on YouTube where you can skip the ad and go straight to the video? Q21. Which one of the following best describes what you typically do when you are presented with an ad that can be skipped just before watching a YouTube video? Please select one answer only.. 45% Have seen any advertising on YouTube recently 80% Have seen skippable advertising on YouTube 57% Watch entire or at least part of the ad 41% 3% 53% 4% Typical action when presented with skippable ad I watch the entire ad I watch part of the ad to see what it's about before deciding to skip it or not I skip the ad at the earliest possible opportunity I tune out during the ad (but don't skip the ad)
  50. 50. Google Confidential and Proprietary 50 Google Confidential and Proprietary Attitudes about YouTube Advertising 74% 68% 48% 42% 41% 40% 35% 29% 24% 19% I feel better about advertisers who allow me to skip their ads on YouTube Being able to skip ads increases my enjoyment of the content on YouTube The only ads I like to watch are ads that I have a choice to skip I enjoy viewing ads on YouTube that are relevant to my interests I watch online video ads on YT if they are relevant to me, whether they appear before an amateur video or before a professionally produced prog. I prefer ads for products and services that are related to the videos I'm watching (e.g., car ads before auto videos) My viewing of videos on YouTube is not disrupted by ads the way it is on TV I am more likely to watch ads on YouTube than on TV I wish there were more ads that were like YouTube videos themselves Advertising on YouTube helps me decide which products or brands to buy Strongly/Somewhat Agree …And, increase Gen C’s favorability toward the advertisers with skippable ads Base: Gen C who ever visit YouTube (n=772); Gen C who have seen skippable ads on YouTube for skippable ad-related attitudes (n=278); Gen C who ever visit YouTube and ever watch TV for TV-related attitudes (n=743) Q22. How much do you agree or disagree with each of the following statements about advertising on YouTube?
  51. 51. Google Confidential and Proprietary 51 Google Confidential and Proprietary Comparison of Advertising by Media 45% 42% 41% 35% 32% 25% 41% 43% 44% 53% 58% 62% 14% 15% 14% 13% 11% 13% Newspaper ads Magazine ads Ads on the radio Online banner ads Ads on social networking sites Regular TV commercials Better than About the same as Worse than Ads on YouTube are… 3.2X 2.8X 2.9X 2.7X 2.9X 1.9X 9 in 10 consider ads on YouTube better than or the same as TV commercials Base: Gen C who ever visit YouTube (n=772) Q24. In general, how do you feel the video ads on YouTube compare to other types of advertising? Better than vs. Worse than
  52. 52. Google Confidential and Proprietary 52 Google Confidential and Proprietary Actions Ever Taken after Seeing Ads 68% 44% 42% 29% 26% 17% 17% 16% 14% 14% 11% 1% Taken any action (Net) Looked for more information online Visited the website of the business Clicked on an ad Watched a video related to the product or service featured in an ad Recommended the product or service to someone else Visited or looked for more information in-person at a store or business Made a purchase Asked someone else about the product or service Subscribed to a brand channel Contacted the business Other 58% Engaged directly with the brand (Net) YouTube ads motivate action for 2 in 3 ad viewers, with well over half engaging directly with a brand Base: Gen C who have seen ads on YouTube (n=347) Q23. Which actions, if any, have you ever taken as a result of seeing ads for products or services on YouTube? Please select all that apply.
  53. 53. Google Confidential and Proprietary 53 Google Confidential and Proprietary Highlights of Brands and Advertising by Gen C Gen C (n=772) Non- Gen C (n=425) Difference Have seen any advertising on YouTube recently 45% 33% 1.4X Have seen skippable advertising on YouTube* 80% 83% Watch entire or at least part of the ad before deciding to skip it or not** 57% 36% 1.6X Took any ad-related action after seeing an ad on YouTube (Net)* 68% 41% 1.7X Engaged directly with brand (sub-subnet) (visited website, clicked, made purchase, subscribed, contacted)* 58% 31% 1.9X YouTube ads better than or about the same as TV commercials 87% 88% Strongly/Somewhat agree I search on the site for brands I want to learn more about 50% 39% 1.3X I wish that more companies would use YouTube videos to help me learn about their products and services 50% 34% 1.5X I would rather watch videos posted by brands on YouTube than watch TV commercials 36% 24% 1.5X My viewing of videos on YouTube is not disrupted by ads the way it is on TV*** 35% 25% 1.4X Gen C are more receptive and attentive to ads on YouTube than Non- Gen C Base: Ever visit YouTube; *Have seen ads on YouTube (Gen C n=347, Non- Gen C n=142); **Have seen skippable ads on YouTube (Gen C n=278, Non- Gen C n=118); ***Ever visit YouTube and watch TV (Gen C n=743, Non- Gen C n=413) Box indicates a significant difference from comparable group at the 95% confidence level.
  54. 54. Google Confidential and Proprietary 54 Google Confidential and Proprietary Highlights of Brands and Advertising by Usage Segments Monthly (A) (n=1218) Weekly (B) (n=1083) Daily (C) (n=499) Have seen any advertising on YouTube recently 40% 42% 50%AB Have seen skippable advertising on YouTube* 82% 83% 85% Watch entire or at least part of the ad before deciding to skip it or not** 51% 51% 48% Took any ad-related action after seeing an ad on YouTube (Net)* 61% 61% 63% Engaged directly with brand (sub-subnet) (visited website, clicked, made purchase, subscribed, contacted)* 52% 51% 55% YouTube ads better than or about the same as TV commercials 88% 87% 89% Strongly/Somewhat agree I search on the site for brands I want to learn more about 48% 50% 56%AB I wish that more companies would use YouTube videos to help me learn about their products and services 45% 48% 54%AB My viewing of videos on YouTube is not disrupted by ads the way it is on TV*** 33% 33% 37% I would rather watch videos posted by brands on YouTube than watch TV commercials 32% 34% 43%AB Over half of YouTube’s most frequent users search on the site for brands they are interested in Base: Ever visit YouTube; *Have seen ads on YouTube (Monthly n=490, Weekly n=457, Daily n=251), **Have seen skippable ads on YouTube (Monthly n=400, Weekly n=377, Daily n=215); ***Ever visit YouTube and watch TV (Monthly n=1180, Weekly n=1049, Daily n=474) A letter indicates a significant difference from comparable group at the 95% confidence level.

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