YouTube Coming of Age: "55% of Males Aged 35 to 54 Visit YouTube at Least Once a Week"

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The YouTube Report 2009, released by Entertainment Media Research, is the most comprehensive analysis of YouTube users and their behavior to date. It offers key insight into YouTube user attitudes towards the largest video sharing social network on the web.

25% of YouTube users watch five or more videos in one sitting reveals YouTube Report 2009 released today by music and entertainment research specialists, Entertainment Media Research.

The YouTube Report 2009 is the most in-depth analysis of YouTube user behaviour and patterns to date. The findings are based on a large-scale online survey of 1,758 USA resident respondents. In addition, 660 interviews were conducted in the UK among YouTube users.

The report strongly suggests that YouTube has grown to become an intrinsic part of online activity with 85% of the US population having watched a YouTube video, of whom 65% watch every week.

Peter Ruppert, Founder of Entertainment Media Research: "YouTube is now a global entertainment channel, an explosive marketing platform and the most powerful data resource centre. Understanding how best to use it isn't important, it's absolutely essential for anyone interested in video marketing and viral marketing."

The YouTube research suggests that the incidence of watching YouTube videos remains remarkably high with older consumers. Over 2 in 3 males and females aged 45-54 have watched a YouTube video. 55% of people aged 35 - 54 stated that they watch at least one YouTube video a week.

5 interesting YouTube statistics from YouTube Report 2009

  • 70% of users said that the top factor that encourages a video to be viewed is user recommendation
  • 25% of YouTubers have used the site for work purposes - of these 16% have used the site to find a supplier
  • The great majority of videos watched are less than 5 minutes - nearly 9 in 10 (89%). Only around 1 in 10 videos watched are longer than 5 minutes
  • Just under 1 in 5 (19%) take advantage of YouTube's educational capacity to learn more about how to do marketing online
  • 1 in 4 (23%) of YouTube users actively avoid online ads

About Entertainment Media Research:

Entertainment Media Research is Europe's foremost research consultancy for music & entertainment, founded in 1997 in anticipation of the digital entertainment revolution.

Today, Entertainment Media Research is an international research business headquartered in London serving the music, broadcast and advertising industries in the UK, Continental Europe, Scandinavia, USA and Australasia. The company is independent and privately-owned.

Entertainment Media Research supplies the research intelligence that enables entertainment decision-makers to push their creative boundaries and increase their offline and online marketing effectiveness to achieve the greatest financial return.


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Peter Ruppert
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