Google Australia have released the results of a survey of 3000 Australian YouTube users which is interesting in its statistics, but also for its main message: corporate marketers should be on YouTube, because well-made entertaining advertising content is just as welcome as user-generated content. I wonder how many user-generated content creators really agree? Take a look:
It’s a nifty little presentation, but in case you just want the stats, here they are from the Google Australia blog:
We’re large and diverse
- Includes all the family – 14-17 year olds only make up 7% of Australian YouTube users, 18-29 = 32%, 30-39 = 20%, 40-49 = 18%, 50-59 = 13% and 60+ = 10%
- Are workers, students, stay-at-home mums and retirees – 57% are working, 19% are stay at home, and only 15% are studying
- Encompasses all life stages – 55% are married, 35% are single and 9% are divorced
- Are not just techies and nerds – 61% of YouTube users are not tech-savvy
We’re active and engaged
- 86% of the community say YouTube is their favourite place to watch videos and 63% agree YouTube is one of their favourite websites
- 79% stay longer than they intended (on average 1 hour and 09 mins per week).
- 62% visit at least once a week
- 47% share videos when they find a video which they love
- 86% spend time on YouTube for entertainment
- 2 out of 3 people do more than just watch videos in YouTube
- 20% uploaded video
We watch a broad range of content:
- 51% music videos
- 31% movie trailers
- 27% user-generated content
- 26% TV shows
- 25% TV ads
- 22% news clips
- 18% sports news/highlights
