It is hard to believe that YouTube is only six years old, as it is visited by so many people and around 24 hours of video is uploaded to the site every minute. According to latest online research commissioned by PRmoment looking at adult consumers’ usage of YouTube, over three-quarters of those surveyed claim to visit the site. And over half visit YouTube at least once a month, with 24 per cent going a few times a week (6 per cent of these visit daily).

How often do UK consumers visit You Tube?:

Source: Opinium Research

The majority of users visit the site for entertainment (60 per cent), mostly to watch videos created by individuals. However, a substantial 20 per cent choose to watch material created by brands and companies. In terms of the content that is most likely to attract an audience, it appears that being funny is the key. Funny clips are the most popular content (64 per cent of those questioned said these were their favourite), closely followed by music videos (53 per cent like these). Over one third of visitors like to see TV programmes and clips, and nearly a third choose to watch 'How-to' guides. Advertising content attracts 9 per cent of viewers, just one per cent less than news.

Why do UK consumers visit You Tube?:

These statistics highlight the importance of a YouTube presence for brands. Not only does it provide a way to entertain consumers, but it encourages them to share video clips with friends. Nik Thakkar, senior digital publicity manager at PR agency Exposure, says: "YouTube is an integral part of marketing any video content. The platform allows for unparalleled shareability. Whether it is a film or music video preview, or the behind-the-scenes film for a great fashion or consumer campaign, content will have more scope for being shared and viewed via YouTube. The fact that you can also watch the content without leaving Facebook or Tweetdeck is also a hugely important asset in terms of maximising opportunities to see (OTS)."

What content do UK consumers read on You Tube?:



For tips on how you can use YouTube to promote brands, read our Expert View.

Methodology

Opinium Research carried out 2,048 online interviews with adults in the UK, from 13 to 16 May 2011.