3/28/2009
Survey Research on Motivational Short History of YouTube Elements of YouTube: 2 Age and Education Matter
1 2005 MENG-FEN GRACE LIN University of Hawaii, manoa 2006 2008 2009 [email protected] created by GEORGETTE M. MICHKO University of Houston bought by 1/3 video YouTube EDU [email protected] Hurley, Chen & Karim Google sharing in US page CURTIS J. BONK Indiana University, Bloomington [email protected]
ALEX J. BONK Indiana University, Bloomington [email protected]
YA-TING TENG University of Illinois at Urbana- Champaign yteng2@gmail.com
Video Watching Growth YouTube Growth
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Randy Pausch’s last lecture
2006 2007 April 2008 October 2008 April 2009 ~2 millions ~7.5 millions ~9.5 millions Visited 33% 48%
women 8% 11% January 2008 age 30-49 7% 14% ~79 million viewers watched more than 3 HS grads 5% 13% billion user-posted videos on YouTube (Yen, (Rainie, 2008) 2008)
YouTube EDU Page Educational Use
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Purpose of this Study
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The purpose of this survey research was to understand to what extent adult users share, watch, create, comment on, and subscribe to YouTube videos
Methodology Findings - Demographics
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Online anonymous survey 1008 valid responses 60 videos Gender: 54% females and 46% males 6 categories Location: 27 different countries, 57% USA 41 questions Age: 61% over 35 Recruitment Education: 60% with masters or above Google Ad Facebook group Occupation: 31% faculty or students Blog Word of mouth Newsletters
Findings - Education Findings - Age
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Reasons cited for watching YouTube videos Reasons cited for watching YouTube videos
Education Masters and above College and less Age Over 35 Less than 34 Need for knowledge 56% 46% Need for knowledge 56% 46% Recommend by others 53% 46% Recommend by others 53% 45% Research 49% 33% Research 48% 35% Potential of video 32% 21% Controversial topic 32% 24% Experimentation 32% 23% Experimentation 33% 21%
Fun 55% 62% Fun 53% 66% Boredom 17% 27% Relaxation 36% 44% Viewing favorite video 16% 26% Boredom 13% 34% Viewing favorite video 17% 24% Class requirement 10% 23%
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How often do you watch YouTube videos When are you most likely to watch YouTube
13 14 33.86% 33.57% 35.00% 59.19% 60.00%
30.00% 50.00%
25.00% 40.00%
30.00% 20.00% 15.49% 20.46% 20.00% 10.72% 15.00% 4.97% 4.67% 10.00% 10.00% 6.06% 5.66% 5.36% 0.00% 5.00% 6 am to 12 12 noon to 6 pm to 12 12 pm Never noon 6 pm pm (midnight) 0.00% (midnight) to 6 am 1-2 per 1-3 per 4-6 per Fewer More Never day week week than 1 per than 2 week per day
How long is an ideal YouTube video? Educational Implications
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64.05% Length of video 70.00% Content of video 60.00%
50.00%
40.00% 24.53% 30.00%
20.00% 4.57% 4.57% 10.00% 2.28%
0.00% 1-4 4-7 7-10 Less than a Over 10 minutes minutes minutes minute minutes
Findings - Education Findings - Age
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Reasons cited for creating YouTube videos Reasons cited for creating YouTube videos
Education Masters and above College and less Age Over 35 Less than 34 Experimentation 55% 42% Experimentation 54% 43% Sharing knowledge 48% 37% Sharing knowledge 47% 39% Sharing information 41% 33% Research 35% 27% Research 41% 19% Educating a small class 36% 25% Educating a small class 39% 20% Making global contribution 28% 22% Potential of videos 34% 21% Educating people of the planet 25% 18% Making global contribution 29% 22% Educating people of the planet 27% 16% Fun 43% 59% Building resumes 14% 8% Classroom requirement 10% 23% Impressing others 9% 20% Boredom 8% 12% Boredom 6% 14%
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Educational Implications
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Tool use Use of video Shared a video with others 77% Not as a social platform Added a video to your favorite 46% Commented on a video 30% Posted a video response 22% Created a video 18% Subscribed to a channel 17% Flagged a video as inappropriate 6%
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