YouTube reveals user habits to appeal to 'older' marketers

Google has released research on UK YouTube users for the first time.

Google releases data on YouTube users for the first time
Google releases data on YouTube users for the first time

The company wants to disprove the stereotype of YouTube users as a young, anti-social group with limited influence who believe online content should be free.

Google commissioned IpsosMediaCT to survey 1,583 people in the UK as part of a global study. Of these, 74 per cent were YouTube users and were spread across the 13-64 age group.

Nearly half (48 per cent) of users surveyed were connected to more than 100 people on social networks, while 39 per cent use the platform with their partner. They were two times more likely to buy digital movies and books than non-YouTube users.

Derek Scobie, the head of YouTube brand propositions for Northern and Central Europe, said some older marketers were not aware that YouTube is "more than a viewing platform" where users "engage directly with the content and creators".

He added: "Some senior and older marketers may still experience YouTube largely through clips sent through e-mail or through hearing about it second hand."

Eighty-nine per cent of users said they use the internet daily for personal activities. The most popular type of content was music, followed by comedy and DIY.

Thirty-one per cent of YouTube users said they would be among the first people to try new products, compared with 14 per cent of non-YouTube users.

The most common action taken after seeing an ad on YouTube was to search for information about the brand online, the research found.

YouTube users claimed to watch less TV than non-YouTube users, taking in 13.1 hours a week. They were also more likely to view TV as a secondary medium, with 62 per cent saying they put the TV on in the background while focusing on other devices (compared with 47 per cent of non-YouTube users).

This article was first published on

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published