Global YouTube Audience Study

Global YouTube Audience Study
France 2013
Google Confidential and Proprietary
YouTube users are slightly younger, online daily and more
active than non-users
36%
87%
1.9x
3.3x
1.6x
Source: YouTube Global Audience Study, IPSOS 2013
are between
18 and 34 years old
are online daily
more likely to watch
movies in theaters
more likely to
attend live events
more likely to dine out in
restaurants
Google Confidential and Proprietary
2
YouTube users are highly connected
use a smartphone
65%*
(Non-user: 44%*)
use a tablet
22%*
2.5x
2.7x
(Non-user: 17%*)
more likely to go back and forth among
different devices than non-user
more likely to feel disconnected not
having an internet enabled device
available than non-user
Sources: YouTube Global Audience Study, IPSOS 2013
* Connected Consumer Study TNS/Google 2013 (Base: Online population 16-64 years)
Google Confidential and Proprietary
3
YouTube users are valuable consumers
3.0x
9.0x
2.2x
Source: YouTube Global Audience Study, IPSOS 2013
more likely to buy electronics,
gadgets, or other devices
more likely to buy / download
digital music, movies, or books
more likely to buy apps for
their smartphone or tablet
Google Confidential and Proprietary
4
YouTube users are opinion leaders
2.5x
more likely to rate products,
services or restaurants online
1.6x
more likely to tell others about
brands they love
Source: YouTube Global Audience Study, IPSOS 2013
?
!
2.4x
more likely to be the first to
try new products
2.3x
more likely give to advice to
others
Google Confidential and Proprietary
5
YouTube users actively share content
share or re-share links
47%
39%
46%
44%
Source: YouTube Global Audience Study, IPSOS 2013
post a comment or review on a
blog, forum or message board
talk about what they saw on
YouTube with their peers
share YouTube videos that they
saw
Google Confidential and Proprietary
6
YouTube is the first place most users go to watch videos
73% say that YouTube is the 1st place to go for online videos
37% say that YouTube is place for high quality channels
TOP CATEGORIES
TOP REASONS FOR USING YOUTUBE
Entertainment
Learn / Keep up-to-date
Social / Sharing
Source: YouTube Global Audience Study, IPSOS 2013
93%
55%
46%
Music videos
Film previews/trailers
Live music
Personal or home videos
Documentaries
Sporting events
Technology/electronics
Pets/animals
Food/cooking
“How-to/DIY”
64%
49%
41%
35%
25%
24%
22%
22%
20%
20%
Google Confidential and Proprietary
7
YouTube users appreciate ads they can choose
82%
69%
39%
are aware of
skippable ads
on YouTube
say that being able to
skip ads increases the
enjoyment of the content
on YouTube
have taken action after
seen an ad, e.g.
36%
Source: YouTube Global Audience Study, IPSOS 2013
!   clicked an ad
!   looked for more information
!   visited the website of the
business
!   watched a video related to ad
!   made a purchase
Google Confidential and Proprietary
8
YouTube plays a different role in user’s lifes than TV
46%
say that YouTube has
more unique content
than TV
49%
say that TV is in
the background while
other devices are used
Source: YouTube Global Audience Study, IPSOS 2013
29%
say that YouTube is more
relevant to their generation
than TV
Google Confidential and Proprietary
9
Conclusions and Key Findings
“The YouTube audience
actively promotes content and brands”
!   YouTube users are slightly younger, online daily and more active.
!   YouTube users are highly connected.
!   YouTube users are valuable consumers.
!   YouTube users are opinion leaders.
!   YouTube users actively share content.
!   YouTube is the first place most users go to watch videos.
!   YouTube users appreciate ads they can choose.
!   YouTube is different than TV.
Google Confidential and Proprietary
10
Background & 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 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 usage and YouTube
usage in order to be representative of the each country’s online population
(Source: Google Q1 2013 Enumeration study)
!   For France the total sample size was n=1.511 respondents, of these n=1.058
YouTube users (=70% of total sample) and n=453 Non YouTube users (=30% of
total sample)
Google Confidential and Proprietary
11