Think of the typical YouTube viewer and you’d be forgiven if you automatically picture a teenager, alone in their bedroom, religiously watching videos to keep up to date with the latest trends. According to new Google research though, that isn’t the norm, and YouTube may be more suitable than you think as a place to market your brands and reach the attention of a wider demographic.
Surprisingly, the new research showed that 90% of YouTube users were over 18, with half aged 35 plus. Only 10% were between 13 and 17 years old. And far from being lonely über nerds, the majority of YouTube users were more likely to attend sporting events and concerts than people who didn’t use YouTube, and more likely to purchase digital books, films and music than those who didn’t visit the site. On average, YouTube users were connected to 100 people online, spent five hours reading books and magazines a week, and seven hours listening to the radio.
The good news for those keen to market a brand on YouTube is that regular users were 60% most likely to recommend a brand or organisation they had seen on the site, and they are also more likely to rate and review products they see online.
David Black, Director of Marketing for Google UK, said: “YouTube is increasingly shaping what matters in content and culture today. Each month more than a billion people come to YouTube to find content they love. This research highlights the opportunities for brands to engage with a passionate and enthusiastic community of fans.”