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The typical Australian YouTube user could just as easily be your grandmother as your brooding teenage son, according to the results of “Australia’s most comprehensive” study into how Australians use the popular online video site.
Conducted by Research International on behalf of Google, the project interviewed 3,000 males and females from across Australia aged 14 and over who had visited YouTube in the past three months. The 20-minute online survey was completed between 14 and 21 May, 2009.
The results reveal that the pool of Australian YouTube users is:
Large and diverse
- Includes all the family
- 14-17 year olds only make up 7% of Australian YouTube users
- 18-29 = 32%
- 30-39 = 20%
- 40-49 = 18%
- 50-59 = 13%
- 60+ = 10%
- Are workers, students, stay-at-home mums and retirees – 57% are working, 19% are stay at home, and only 15% are studying
- Encompasses all life stages – 55% are married, 35% are single and 9% are divorced
- Are not just techies and nerds – 61% of YouTube users are not tech-savvy
Active and engaged
- 86% of the community say YouTube is their favourite place to watch videos and 63% agree YouTube is one of their favourite websites
- 79% stay longer than they intended (on average 1 hour, 09 mins per week).
- 62% visit at least once a week
- 47% share videos when they find a video which they love
- 86% spend time on YouTube for entertainment
- Two out of three people do more than just watch videos in YouTube
- 20% uploaded video
Australian YouTubers watch a broad range of content:
- 51% music videos
- 31% movie trailers
- 27% user-generated content
- 26% TV shows
- 25% TV ads
- 22% news clips
- 18% sports news/highlights
