Facts and Figures

Online Video Usage:

• In a Q4 2008 survey of 400 young adult social networkers, 53% said that in an average month they spent more time watching online video than broadcast TV. Nineteen percent of respondents said they watched each “about the same,” and only 28% said they watched more TV than online video.


• Among those aged 18 to 32, 72 percent watch videos online. In the 33 to 44 age group, 57 percent do the same. More interestingly, the number of Internet users aged 73 and older who download online videos has increased significantly–to 13 percent, from 1 percent in 2005.


• US Internet users viewed 12.7 billion online videos during November 2008 alone, up more than one-third over November 2007However, this frenzy of content generation is not producing commensurate rewards for marketers or site publishers, as advertisers continue to shy away from attaching their brands to content that is inherently unpredictable.

Social Networks:

• In 2008 nearly 80 million people, 41% of the US Internet user population, visited social network sites at least once a month, an 11% increase from 2007. By 2013, an estimated 52% of Internet users will be regular social network visitors.


• 79.7 million people, 40% of US Internet users, will create content on social networks at least once a month in 2009, either by updating a profile or communicating publicly.

UGC:

• Six out of 10 US Internet users view user-generated content.


• Blogs had the highest rate of engagement, with 54% of the US Internet user base consuming this content. Social network users made up 41.2% of the US Internet population in 2008, while user-generated video viewers represented 36% of users. Wiki content was consumed by approximately 34% of US Internet users.


• By 2013, all four categories will grow, resulting in 152.6 million blog readers, 114.6 million users of social networks, 108.8 million viewers of user-generated video and 97.1 million consumers of wikis.


• Up from 83 million in 2008, it is estimated the number of UGC creators will grow to 115 million in 2013. In 2013 the number of US Internet users consuming some form of UGC will reach 155 million.