10 MYTHS ABOUT YOUTUBE USERS

They spend all day in 1 their rooms with the CURTAINS DRAWN

No! Compared to non-YouTube users, they are: 2x 2x 4x more likely to go more likely to go to more likely to go to to the CINEMA SPORTING EVENTS LIVE CONCERTS

They expect online 2 content to be FREE 2x 5x Actually more likely to buy more likely to buy they are: DIGITAL MOVIES, VIDEO GAMES BOOKS AND MUSIC

They are all just 3 TEENAGERS 90% are older than 18

In fact:

50% are older than 35

They don’t have 4 any FRIENDS 48% are connected to more than 100 people online Yes, they have! IRP P CHIR CH CH HIR P CH IRP CHIRP C IRP CHIRP

They can’t get GIRLFRIENDS 5 (OR BOYFRIENDS)

In fact: 66% 39% of YouTube users are married or co-habiting watch YouTube with their partner

They STARE AT 6 SCREENS all day long

The truth is they spend almost:

5 HOURS 7 HOURS a week reading books and magazines a week listening to the radio

They just watch cute TOP CHANNELS WATCHED ON YOUTUBE 7 CAT VIDEOS

The truth is

MUSIC COMEDY DIY

They DON'T LIKE TALKING 8 to other people

No! 50% 44% 50% often talk about what they saw share YouTube videos share or re-share links on YouTube with their peers that they saw

They’re either APATHETIC TRY NEW PRODUCTS TEND TO TELL EVERYONE ABOUT A BRAND I LOVE 9 OR CYNICAL about brands

Wrong again! 31% 14% 58% 33%

YouTube Non-YouTube YouTube Non-YouTube users users users users

After seeing an ad on YouTube, 10 they FORGET ALL ABOUT IT 41% of users have taken an action after watching an ad on YouTube 22% Definitely not! have looked for 16% more information have visited online the website of the business

The YouTube audience can be active advocates for your brand They are highly engaged and share what they love. Connect with their passions and they will reward your brand.

CREATE CONTENT THAT YOUTUBE BE DISCOVERABLE AMONGST OPINION LEADERS CREATE A POOL OF ADVOCATES FOR 1. USERS WANT TO WATCH AND SHARE 2. WITH TRUEVIEW VIDEO ADVERTISING 3. YOUR BRAND WITH REMARKETING

Learn how to develop and implement a successful YOUTUBE TRUEVIEW ads ensure that you only pay for your Use video remarketing to target people who’ve shown content strategy on YouTube in our new YOUTUBE advertising when a user watches the ad. Learn how to previous interest in your brand. Learn more about CREATOR PLAYBOOK for brands at http://bit.ly/1iD3Feo make the most of this ad format at http://bit.ly/1oSQoWF remarketing on YouTube at http://bit.ly/1iATW7l

Source: YouTube Audience Study, Google/Ipsos 2013 Methodology: Online survey of 1,580 UK individuals representative of the online population, 13+ years old