Google Turkey Marketing Manager Ozgur Kirazci shared important YouTube Turkey user data at Kristal Elma.
Noting that 400 hours of video are uploaded to YouTube every minute worldwide, and that watching video has become the activity people spend the most time on after work and sleep, Kirazci said YouTube has more than a billion users and walked through the report.
Let’s look together at the Turkey YouTube User Profile Research 2016, based on 1,506 YouTube users in Turkey aged 16+.
Who watches video on YouTube?
High-school kids mint new influencers on YouTube, but the audience is not only young; middle age is there too.
According to the study, 1 in 2 users over 45 and 1 in 4 over 55 visit YouTube every day. Among 16-24 year olds 72% watch video on YouTube; among 25-34 it is 63%. The strongest band is 35-44 at 75%; among 45-54 it is 48%.
Sharing YouTube videos
The report says 34% of users talk to others about a brand they like, 18% are seen as trendsetters, and 35% like standing apart from the crowd. Sharing a video on social networks or by email sits at 55.5%, meaning roughly one in two viewers shares.
How much video do we watch?
90% visit YouTube at least once a month; 67% every day, 22% weekly, and 10% monthly or less.
Among daily visitors, 87% come more than once. Of those:
- 36% more than 5 times a day
- 22% 4-5 times a day
- 29% 2-3 times a day
Where they watch: 52% of daily visitors watch while away from home. Location mix:
- At home 88%
- At work or school 30%
- On the road or outside the home 29%
- Overall YouTube use outside the home 47%
Time of day matters too. Peak use is evenings at 45%; mornings and midday 14% each; afternoons 20%.
Second-screen use
72% of users are online on another device while watching TV, and 63% of that internet use is not about the TV program.
Boring TV content, habit, and ad breaks drive multi-screen use.
To rest, have fun, and find inspiration
71% open YouTube to relax, rest, and have fun. Reasons to visit:
- Fun / inspiration 43%
- Relax / escape the daily routine / for my circle 39%
- A hobby or interest 27%
- Entertain the kids 13%
Among YouTube viewers who also watch TV, fun or inspiration from TV is 45%; relaxing on TV is 49%.
For information
YouTube is also a frequent knowledge source. 69% use it to learn and get information; 25% while researching products and offers.
- Learn something new 39%
- Get information 38%
- See something I cannot find elsewhere 31%
- Find something / complete a task 30%
- Research products and services before shopping 20%
- Stay on top of brands’ newest offers 10%
To stay current
YouTube is used to catch news, trends, and YouTube stars. Motives include staying current (22%), watching what was missed on TV (39%), not missing hot topics (20%), and following YouTube stars.
What triggers a watch: finding something just seen, heard, or read (46%); a link noticed online (35%); a friend’s share (32%); checking subscribed channels (21%); and notifications from YouTube or a channel.
Useful video categories: retail 33%, technology 56%, beauty 39%, automotive 38%, travel 29%.
Video types watched before buying: product demos 48%, how-tos 45%, user reviews 41%, independent reviews 31%, brand video ads 25%, unboxings 23%.
45% of viewers who watch with purchase intent then buy
Purchase-related videos lead to further steps. 95% of those viewers engage further or stay on YouTube; 45% then buy.
- Read or leave comments 47%
- Buy the product (online or offline) 45%
- Visit a brand or retailer site 41%
- Search related content on YouTube 28%
- Like the video 23%
- Multiplier: share these videos 19%
- Multiplier: talk about them with others 17%
- Subscribe to a related channel 13%
