Industry News | In Practice | The Bigger Picture | Digital Marketing | Your Business | Latest Research

Latest Articles

Customer service must keep a place for paper

Research shows a third of businesses are filing away and ignoring customer queries that arrive on paper. Charlotte Marshall, Managing Director of Iron Mountain in the UK, wants to examine this problem and why the integration of paper and automated customer service management is such an issue for businesses today. By Charlotte Marshall.

more

The time has finally come to unleash mobile ecommerce

Every year is expected to be ‘the year of mobile e-commerce’ and yet it never is! However, with Branding Brand predicting that more than 53% of visits to the top 500 e-tailers in 2014 will be from smartphones, we think it will be an important year for m-commerce. This comes after research carried out by the IMRG and Capgemini shows that in 2013 the UK spent £91bn in online sales, with sales via mobile devices increasing 138% from 2012. By Lee Cash.

more

Inattention a threat as mobile ad spend rockets

UK digital ad spend rose 15 per cent year-on-year during 2013 with mobile a key focus, according to new data. But as multiscreening becomes a cultural norm, advertisers face a stiff challenge for consumers’ attention, experts warn. By Chris Lee.

more

Related Articles

Half Internet Users Visit Video-Sharing Sites

By: NMK Created on: January 28th, 2008
Bookmark this article with: Delicious Digg StumbleUpon

A Pew Internet & American Life Project report reveals how nearly half of Internet users have visited video-sharing sites such as YouTube.

The research, which was carried out between October and December 2007, shows a significant rise in visitors to such sites from the previous year when only a third of those questioned admitted to doing so.

Unsurprisingly, the age group with the biggest proportion of visitors was those aged between18-29 (70 per cent) with the percentage decreasing as the age increased. However, even in the 50-64 age range, one third of those questioned had viewed content on a video sharing site.

Over 2,000 participants were questioned about their Internet habits and how active they were on video sharing sites. The 18-29 age bracket again had the largest number of users, with one third visiting the sites actively. Overall 15 per cent of respondents said they had used a video-sharing site "yesterday" compared to 2006, when only 8 per cent said they had.

This was double the number from the previous year and according to the report, the growth of traffic to these sites can be attributed to a number of factors. The increase in broadband connections has been a significant development. Between December 2006 and December 2007, the number of broadband connections in the home had increased by nearly 10 per cent with 54 per cent of all American adults having high speed connections. An increase in the number of video-sharing sites has also played a part in the new findings.

Internet research company eMarketer believes that the results reveal a potential opportunity for marketers as well as broadcasters. "The fact that younger Internet users are far more likely to be regular visitors to video-sharing sites points to a fork in the road," said David Hallerman, senior analyst at eMarketer.

"On the one hand, marketers looking to target the under-30 demographic can more reliably find them on these video sites. On the other hand, the door is open for big content providers-mainly the TV networks, both broadcast and cable-to bulk up their online offerings, both in quantity and quality," said Hallerman.
A spokesperson for YouTube, attributed the success of video-sharing sites to the community it creates as much as the quality of the videos.

"YouTube is more than just an entertainment destination; it has become a community focused on connecting, informing and inspiring people around the world. It is the community that decides what videos rise up and become popular.  Whether it be user generated content or professional content, the community decides what they want to watch."

"Marketers are really starting to embrace YouTube as an innovative and engaging new way to connect with their target audiences, and they are increasing sales and exposure for their companies and brands in several different ways. In some cases they run video advertising, like InVideo Ads or YouTube video ads, but they are also sponsoring contests, creating brand channels, and adding their own original content to the site."

Erick Hachenburg of video clip sharing site, Metacafe believes that for such sites to progress, there needs to be more quality content that makes the most of the medium.

"We’re actively working to develop to community of independent video creators who make great short videos that entertain a large and diverse audience - best illustrated by our Producer Rewards program, which pays video creators for their best original work as judged by the audience," said Hachenburg.

"We’re also working with mid-sized production companies and major media companies to develop short-form programs made specifically for the interactive Internet medium. In our view, taking TV shows and making them available online - or recreating the traditional television distribution model online - is not terribly interesting. We expect that "user-generated" videos will always provide the foundation for our site - viewers love them, and the volume helps feed consumers’ voracious appetite for content online.  But we do also expect to work with more semi-professional and professional content creators over the course of 2008."

Comments

You must be logged in to comment.

Log into NMK

Register

Lost Password?

Newsletter


For the latest news from NMK enter your email address and click subscribe: