Just who is the typical UK YouTuber?
Global YouTube Audience Study
United Kingdom, 2013
Source: YouTube Global Audience Study, UK, Ipsos 2013
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YouTube users are an active bunch
Compared to non YouTube users, they are:
2x
more likely to
go to the cinema
Source: YouTube Global Audience Study, UK, Ipsos 2013
2x
more likely to go
to sporting events
4x
more likely to go
to live concerts
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They are valuable consumers
Compared to non YouTube users, they are:
2x
more likely to buy
digital movies,
books and movies
Source: YouTube Global Audience Study, UK, Ipsos 2013
5x
more likely to buy
video games
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And older than you might expect
90%
50%
are older than 18
are older than 35
Sample aged 13-64 years old
Source: YouTube Global Audience Study, UK, Ipsos 2013
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YouTube users are friendly ☺
66%
of YouTube users are married or co-habiting
39%
watch YouTube with their partner
Sample aged 13-64 years old
Source: YouTube Global Audience Study, UK, Ipsos 2013
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And highly connected
48%
are connected to more
than 100 people online
Source: YouTube Global Audience Study, UK, Ipsos 2013
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They watch a variety of content
Top channels watched on YouTube
Music
Source: YouTube Global Audience Study, UK, Ipsos 2013
Comedy
DIY
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And actively share things they love
50%
often talk about what they saw
on YouTube with their peers
Source: YouTube Global Audience Study, UK, Ipsos 2013
44%
share YouTube videos
that they saw
50%
share or re-share
links
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YouTube users are opinion leaders
Amongst first to try new products
31%
YouTube
users
14%
Non-YouTube
users
Source: YouTube Global Audience Study, UK, Ipsos 2013
Tend to tell everyone about a brand they love
58%
YouTube
users
33%
Non-YouTube
users
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And they actively engage with ads
41%
of users have taken
an action after
watching an ad
on YouTube
22%
have looked for
more information
online
Source: YouTube Global Audience Study, UK, Ipsos 2013
16%
have visited the
website of the
business
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How to connect with YouTube’s passionate fans?
Create content that YouTube
users want to watch and share.
Learn how to develop and
implement a successful content
strategy on YouTube in our new
YouTube Creator Playbook for
brands.
Source: YouTube Global Audience Study, UK, Ipsos 2013
Be discoverable amongst opinion
leaders with TrueView video
advertising.
YouTube TrueView ads ensure that
you only pay for your advertising
when a user watches the ad. Learn
how to make the most of this ad
format here.
Create a pool of advocates for
your brand with remarketing.
Use video remarketing to target
people who’ve shown previous
interest in your brand. Learn more
about remarketing on YouTube
here.
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Background and methodology
In order to provide rich insights on YouTube users and their attitude towards YouTube content and
brands, Google commissioned Ipsos MediaCT to execute a study in 29 markets across the globe.
A 20-minute online survey was conducted among a general online population sample aged 13-64,
conducted between June 27 - September 30, 2013.
Quotas and weighting were based on age, gender, internet and YouTube usage in order to be
representative of each country’s online population. (Source: Google/TNS Enumeration Study, 2013)
For the United Kingdom the total sample size was n=1.583 respondents, of these n=1.171 YouTube
users (=74% of total sample) and n=412 Non YouTube users (=26% of total sample)
Source: YouTube Global Audience Study, UK, Ipsos 2013
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Global YouTube Audience Study
UK Data Deep Dive
Source: YouTube Global Audience Study, UK, Ipsos 2013
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YouTube user profile
Gender
Education
Income
Male
Female
Low
43%
56%
32%
21%
1%
Low
Medium
Medium
High
High
47%
52%
33%
Internet Usage
Age
13-17 years
17%
10%
11%
Daily
18-34 years
35-54 years
33%
Weekly
41%
55-64 years
89%
S3
Source: YouTube Global Audience Study, UK, Ipsos 2013
How often do you use the Internet for personal reasons overall?
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YouTube user profile
Connection to other people
Favorite websites/apps
YouTube
54%
< 100
52%
48%
100+
Facebook
50%
32%
200+
Twitter
18%
Q: Which of the following sites or types of sites/apps are your favorites?
Source: YouTube Global Audience Study, UK, Ipsos 2013
500+
Ø 212
10%
Q: About how many people are you connected to online? (Average incl. 0)
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Media usage and attitudes
Media attitudes
General media consumption
13.1h
Watching TV
15.5h
Playing video or
online games
Visiting social
networking sites
Watching full-length
movies
Watching online videos
2.9h
Constantly going back-&-forth
among my different devices
4.7h
4.9h
4.2h
3.4h
Smartphone is extension
of my personality
! YouTube Users
! Non-users
Q: Approximately how much time do you spend on each of the following activities in an average
week? (average hours per week, excl. none)
Source: YouTube Global Audience Study, UK, Ipsos 2013
People online are as “real” as the
interactions I have in-person
40%
12%
19%
15%
8%
62%
51%
28%
Spend time with friends/family
during using different devices
65%
53%
27%
After wake up check my
smartphone / tablet first
4.7h
2.5h
1.0h
47%
Feel disconnected not having
smartphone / tablet with me
4.9h
3.6h
Reading books, magazines,
or newspapers
54%
TV on the background while
focus on other devices
7.0h
7.5h
Listening to the radio
When ads come on TV,
I do other things
35%
34%
30%
! YouTube Users
! Non-users
Q: How much do you agree or disagree with each of the following statements about the media and devices you use?
(Top-2-Box) ; Attention: Different bases per items depending on usage of device
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Media usage and attitudes
Use of video and social networking sites
Creation and curation activities
Comment / Like someone else's
status/post/blog
Share/Re-share links to content
with others
86%
77%
40%
Post own location on a social
networking site / mobile app
Upload/Post a video you shot
or created yourself
Q: How often do you use each of the following websites for personal reasons? (at least monthly)
42%
11%
39%
15%
35%
8%
27%
6%
3%
19%
Write/Post articles or stories
that you wrote yourself
4%
Create an audio/music playlist that
shared with others
17%
4%
Blog or keep a journal
49%
14%
Give ratings on a product, service,
restaurant
Upload/Post self made pictures to
a site / mobile app
50%
13%
Update status on a social networking
site / mobile app
Post a comment or review on a blog,
forum, message board
62%
28%
19%
15%
2%
! YouTube Users
! Non-users
Q: How often, if ever, do you do each of the following activities online? (at least monthly)
Source: YouTube Global Audience Study, UK, Ipsos 2013
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YouTube usage behaviour
Weekly YouTube usage
Usage per location and device
< 2 hours
47%
At home
(n=1.095)
At work
(n=185)
2+ hours
50%
5+ hours
10+ hours
18%
6%
Ø 2,9
hours
At a social gathering/
function (n=58)
In a store
(n=24)
Q: Approximately how much time do you spend watching videos on YouTube in an average week?
44%
26%
40%
14%
27%
12%
19%
11%
In a restaurant, coffee
shop etc. (n=55)
11%
On-the-go
(n=148)
10%
15%
16%
71%
37%
12%
At someone else’s home
(n=114)
At school
(n=27)
86%
30%
25%
62%
57%
70%
81%
77%
PC
85%
Smartphone
Tablet
Q: Which device(s) do you use when accessing YouTube at each of the following locations?
Source: YouTube Global Audience Study, UK, Ipsos 2013
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YouTube usage behaviour
Top 10 types of videos watched
Actions after watching videos
Music videos
59%
Comedy
44%
“How-to/DIY” videos
40%
Film previews, trailers
and videos
33%
Live music (concerts)
24%
Short films
24%
Technology, electronics
and gadgets
24%
Food, cooking, and recipes
21%
Personal or home videos
21%
TV shows
20%
Q: Which of the following types of videos, if any, do you typically watch on YouTube? (Top 10)
Source: YouTube Global Audience Study, UK, Ipsos 2013
Watch similar or
recommended videos
36%
Talk to my friends or
family about a video
28%
Search on YouTube for
related video content
27%
22%
Read/Post comments
21%
“Like” or ”Dislike” a video
Share videos via a social
networking site
19%
17%
Send links to friends or family
Share videos on a blog
5%
Q: Which of the following, if any, do you typically do during or after watching a video on YouTube?
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Reasons for using and attitudes towards YouTube
Reasons for using YouTube
Social attitudes
60%
Be entertained
59%
Watch videos that make me laugh
Listen to music
55%
Look for information on a topic
of interest
40%
Relax and unwind
33%
Learn something new
33%
Watch videos my friends or
family have shared with me
31%
Look for information about
products or services
Be inspired
Find things to share with my
friends or family
The site provides a place
to celebrate creativity
54%
I often talk about what I see on the
site with friends and family
50%
The site is a place to pursue
my interests
48%
I often share what I see on the
site with friends and family
44%
23%
16%
15%
Keep kids entertained
11%
Upload and share my own videos
8%
Keep up-to-date on latest trends
7%
Q: For which reason(s) do you visit YouTube?
Source: YouTube Global Audience Study, UK, Ipsos 2013
I search on the site for brands
I want to learn more about
The site is the voice of people
like me
I want to visit the site every day
33%
31%
28%
Q: How much do you agree or disagree with each of the following statements about YouTube?
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Reasons for using and attitudes towards YouTube
Brand attitudes
Functional attitudes
Has videos for the most unique
interests
70%
First place I go to when looking
for online videos
67%
Provides an opportunity to get a
worldwide audience with artists
64%
Place where fans and creators
of videos can connect
60%
One of my primary ways of
discovering new music & movies
38%
36%
Place for high quality channels
One of my primary sources of
entertainment
36%
More companies should use to
help me learn about them
34%
Great place for brands to connect
with me
I get ideas about things to buy
from YouTube videos
Helps me decide which products
or brands to buy
28%
27%
26%
33%
Love discovering new talent
on YouTube
Don't want to miss out on the
next viral video on YouTube
Rather watch videos posted by
brands on YouTube than watch
TV commercials
31%
21%
Q: How much do you agree or disagree with each of the following statements about YouTube?
Source: YouTube Global Audience Study, UK, Ipsos 2013
Enables me to interact with my
favorite brands
More companies should make
videos feat. popular artists
25%
24%
Q: How much do you agree or disagree with each of the following statements about YouTube?
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Consumption behaviour
Consumption behaviour
Buy personal care products,
cosmetics, or fragrances
Hang out with friends or
family at coffee shops,
shopping malls, etc.
43%
Buy organic or natural
products
31%
42%
41%
18%
19%
52%
47%
17%
Buy clothes, shoes or
accessories
Buy/Download digital music,
movies, or books
56%
36%
Dine out in restaurants
Buy/Download apps for your
smartphone or tablet
56%
43%
35%
See movies in the theater
Travel for personal or
leisure reasons
Buy/Download video or
online games
Attend live events
Buy electronics, gadgets,
or other devices
29%
16%
25%
5%
Buy health or fitness products
and services
Attend live sporting events
30%
14%
18%
10%
6%
3%
4%
14%
13%
13%
! YouTube Users
! Non-users
Q: How frequently, if ever, do you engage in each of the following activities? (at least monthly) *Base: Users n=951, Non-users n=223
Source: YouTube Global Audience Study, UK, Ipsos 2013
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Advertising behavior and attitudes
Brand attitudes
Advertising behaviour
When I find a brand I like,
I stick to it
62%
56%
If there is a brand I love, I tend
to tell everyone about it
58%
33%
50%
I buy brands that reflect my style
32%
If brand helps express myself,
buy it even if is more expensive
People often come to me for
advice before making a purchase
Brand name is the best
indication of quality
I buy brands that support
causes I believe in
40%
21%
Among first of my friends &
colleagues to try new products
19%
18%
35%
19%
32%
24%
31%
! YouTube Users
! Non-users
Q: How much do you agree with each statements about the products and services you buy?
Source: YouTube Global Audience Study, UK, Ipsos 2013
Looked for more information
online
22%
Visited website of the
business
16%
Clicked on an ad
Made a purchase
35%
14%
41%
15%
Watched a video it
36%
I prioritize spending on items
that satisfy my interests
Have taken an action
(any below)
11%
9%
Asked someone else about it
8%
Looked for more information
in-person
7%
Recommended it
6%
Contacted the business
4%
Q: Which actions, if any, have you ever taken as a result of seeing ads for products or services on YouTube?
Base: Have seen ads on YouTube n=395
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YouTube and TV
Comparison of YouTube and TV
Impact of YouTube on TV use
YouTube has more unique
content than TV
59%
Pay less attention to the TV
shows I have on
19%
Watching videos on YouTube
fits my schedule better than TV
35%
Watch less TV overall
17%
I often watch YouTube videos related
to something I have seen on TV
34%
Watch less TV during evening hours
16%
I often watch YouTube videos
while the TV is on
31%
Stopped subscribing to premium
cable networks
YouTube videos are more
entertaining than TV
31%
Downgraded my cable or satellite
service
2%
Stopped subscribing to cable or
satellite
2%
YouTube is more relevant to my
generation than TV
I watch more YouTube than
TV over the weekend
26%
20%
Stopped watching TV entirely
1%
1%
YouTube is my first stop when
I’ve missed something on TV
18%
None of these – I never had a TV
I prefer YouTube over TV
17%
Net Taken an action and had a TV
Q: How much do you agree or disagree with the following statements about TV and YouTube?
(Top-2-Box) Base: Ever visit YouTube and watch TV n=1.136
Source: YouTube Global Audience Study, UK, Ipsos 2013
3%
36%
Q: Which of the following action(s), if any, have you taken because of YouTube?
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