Social Media and Social Networking

Get Social!

Online Video Rules Other Social Media Platforms in the US

Posted by Vaibhav Kalamdani on May 29, 2009

Traditional broadcasting in the US has some serious competition from online video, as per a recent data released by the Global Web Index. With more than 70% of US online users watching video clips on the Web, it is now the fastest growing media platform in history, ahead of other popular social media activities like blogging and social networking. The data, which is compiled by Lightspeed Research for social media research consultancy Trendstream, has been released from the Global Web Index ahead of the full report, which includes 16 countries in total.

The findings of the research are very interesting and provide useful insights as to how social media, and especially online video, is transforming the lives of US Web users.

• 97 million users viewed a clip online in one week in January this year, as many as were turning into any major network.

• 80% of the 16 and 17-year-old demographic watched online videos compared to 65% of those between 55 and 64-year-old.

• More than 50% of the 16 and 17-year-olds shared videos online compared to 29% of those between age group 55 and 64 years, and an additional 46% and 21% uploaded a video respectively.

• 68% of the users accessed content via YouTube, which dominates all other platforms for viewing online video clips.

• 35% of the users accessed online videos via e-mail, the second biggest point after YouTube.

• Clips shared by a friend have the highest attention span, with a 5.54 rating on a scale of 1 to 10 (1 being lowest attention and 10 being highest attention).

• 72% of the users share viral content to a network of less than 3 people, while 11% share with networks of at least 6 people.

• 49.6% of the users preferred e-mail as the method of dissemination, while 22.6% shared video through a social networking site.

A top official at Trendstream said that Web users do not just want to watch video, but also participate at every stage including the creation and sharing of content. This is the time for co-creation, user distribution and a true democratization of video content, as broadcast mode is dead.

Another top official at Lightspeed Research Europe said that active Web users are driving this digital revolution, wherein players at every step of value chain need to take notice so as to realize the opportunities that this explosion in online video consumption represents.

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