Why People Use YouTube
The first comprehensive study of YouTube users in Ireland has found that entertainment and education top the reasons for logging onto the site here.
The Google-commissioned survey of 1,000 Irish web users indicated that 91% of us use YouTube for entertainment, while 69% use it to learn or keep up to date with global happenings. Some 53% use it for social purposes or sharing with friends. The most popular videos watched in Ireland are music videos (67%), comedy (52%) and how-to/DIY posts (42%).
Regular YouTubers are not nearly as socially averse as the stereotypes would have them: in reality, they are twice as likely to go to the cinema; nearly three times more likely to attend live events and 1.3 times more likely to dine out in restaurants than non-users of the site, according to Google's findings.
YouTube is also popular with older demographics. About 44% of users are aged 35 or over and it is equally popular with men and women. 40% of those surveyed visit the site daily, while 77% visit the site on a weekly basis.
Assessing the results, Ruth McEntee, YouTube industry manager with Google Ireland, said that digitally active consumers are twice as likely to try new products. Importantly for ad agencies, YouTube users are almost twice as likely to rate products, services or restaurants online, and are 1.2 times more likely to tell others about brands they are keen on.
Google's research was conducted in 29 markets across the globe and the figures show that Irish users are at least 20% more likely to share links or talk about what they've seen on YouTube with their friends, when compared with their UK counterparts.
Just over half (52%) of survey respondents said that they have taken action (i.e. looked for more information, visited a website or bought a product) after having seen an ad on YouTube. (12/03/14)