User behaviour on YouTube and Facebook
We are pleased to share new research published this week in collaboration with the IAB and Facebook. It studies the behaviour and attitudes of YouTube and Facebook users, with the aim of understanding the role of each in users’ online lives. Specifically, it delves into the motivations for visiting these sites; the ‘social’ activities conducted on each; attitudes towards brand presence and different types of advertising on the sites; and behaviours around viewing and sharing brand content.
Key highlights from the study:
- While it’s commonly assumed that everyone uses YouTube and Facebook, the overlap is smaller than one would expect.
- Visits to YouTube tend to be for a specific motivation while visits to Facebook are to pass time.
- Social networking is greater than any single site. YouTube and Facebook play different but integral roles in a user’s online social experience.
- Brands that advertise on each site benefit from the perceived attributes of each site.
- Loyalty and familiarity are not the driving force behind recommendations. Whether people share or like a brand depends greatly on whether its content is interesting.
To learn more, please download the full study here.