YouTube users are more willing to try new products and share good experiences with brands with their friends
31 per cent are more willing to try a new product compared to just 14 per cent of non-YouTube users.
“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 - from fashion, to music, to food. This research highlights the opportunities for brands to engage with a passionate and influential community of fans,” said David Black, director of branding for Google UK.
The Google-commissioned Ipsos Media CT study also revealed the top ten categories of videos that YouTubers watch. Music videos (59 per cent), comedy (44 per cent), how-to/DIY (40 per cent) and food, cooking and recipes (21 per cent) shows were all in the top 10.
There were 1,583 respondents in the UK aged 13-64 for the study conducted from June - Sept 2013. Of these,1,171 were YouTube users (=74 per cent of total sample) and 412 were non-YouTube users (=26 per cent of total sample).