Demographics of Video-​Sharing Site Visitors to Broaden

Video-​sharing social media sites are grabbing a larger percentage of consumer time and attention. Research also shows a rise in the numbers of people who share videos with friends and family as opposed to simply viewing these videos. This trend bodes well for marketers who engage in ad campaigns that appear on popular video sites such as YouTube.

The latest Pew Internet & America Life Project data shows that 71% of online consumers have used a video-​sharing site and that 28% have visited these sites on a typical day. These statistics represent a significant increase over 2010.

Not surprisingly, some demographic groups are more likely than others to enjoy video-​sharing. These include:

  • Consumers between the ages of 18 and 29: 92%
  • Hispanics: 81%
  • Consumers with household income exceeding $75,000: 81%
  • Consumers with some college or a college degree: 75%

While men and women are equally like to visit video-​sharing sites, more men (32%) than women (25%) do so on any given day.

Researchers noted that, previously, urban and suburban consumers had a higher rate of visiting video-​sharing sites. However, the most rapid growth rate in groups who use these sites, when measured by place of residence, has been with consumers who live in rural areas. But the urban and suburban groups still have a higher visit rate on any given day.

Researchers suggest that one element fueling popularity of these sites is the explosion of content posted by  users. Marketers are likely taking notice of this trend and may purchase more display ads on these sites or engage in social media campaigns with a video-​sharing component in order to reach specific demographic groups.

[Source: 71% of Online Adults Now Use Video-​Sharing Sites. Pewresearch​.org. 26 Jul. 2011. Web. 9 Aug. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.