Due to the refraining from going out due to the spread of the new coronavirus infection, more users are enjoying online drinking parties, live streaming, and window shopping on e-commerce sites, and people’s living environments have changed compared to before the coronavirus pandemic. In response to these changes, marketing is also increasingly shifting to digital advertising.
YouTube, one of the world’s largest video sharing services, is the perfect digital advertising tool to reach more users. As the shift to digital advertising increases due to the coronavirus pandemic, in order to effectively utilize YouTube advertising, it is first necessary to know what kind of users are using YouTube.
In this article, before introducing the changes in the digital advertising shift due to the corona vortex, we will first introduce a survey report on YouTube usage compiled by Google to find out who is using YouTube, when and where.
YouTube is used by a wide range of people regardless of age and gender.
You may have the impression that YouTube is used by users in a relatively young age group, but in reality, it is used by a wide range of users regardless of age or gender. However, because interests differ depending on age, gender, and lifestyle, we found that the scenes in which people watch YouTube and the videos they are interested in vary greatly depending on the demographic.
In a research report compiled by Google, YouTube’s user demographics are categorized into “F1 (females aged 20-34)” and “45+ (men and women aged 45-65)” and the viewing trends of each are analyzed.
From here, we will explain in more detail the usage status of YouTube by different age groups and genders.
YouTube usage status of F1 group (20-34 year old women)
The most common usage situations for the F1 group (females aged 20-34) were “before going to bed” on weekdays and “while relaxing at home during the day” on weekends. The F1 group is characterized by the fact that they often use it at home, and they also use it while doing housework or while taking a bath.
Additionally, the genre with the highest viewership among the F1 demographic was “artists/musicians’ live shows/songs” on both weekdays and holidays. It is a popular genre among the 45+ demographic, and we can see that it has gained viewer ratings from a wide range of age groups.
Additionally, genres such as “Creator Videos” and “Cosmetic Introductions” are also popular among the F1 demographic, and they record higher viewing rates than the average for all users. Since it is not included in the viewer rating ranking for the 45+ layer, we can see that the viewership is mainly collected from the F1 layer.
<Viewer rating TOP5 genres>
1st place: Live performances and songs by artists and musicians
2nd place: Creator video
3rd place: Cosmetics introduction
4th place: Makeup/Nails/Hair
5th place: Variety shows such as comedy and pranks
YouTube usage status of 45+M (45-65 year old men)
The most common usage scenario for the 45+M group (men between 45 and 65 years old) was “relaxing after returning home” on both weekdays and holidays. It is also characteristic that it is often used at work or on the go, and when compared to the average for all users, it can be seen that there is a bias in usage situations.
In addition, the 45+M group is more likely to watch sports-related videos and current events/political videos, recording higher viewership rates than women of the same age group.
-
Summary of usage status of 45+M layer
<Scenes that are used more than average> ・When relaxing after returning home ・Break time such as lunch ・At work ・School ・Outside
<Viewer rating TOP5 genres>
1st place: Live performances and songs by artists and musicians
2nd place: Sports news/relay
3rd place: Current affairs/politics
4th place: Variety shows such as comedy and pranks
5th place: Sports in general
YouTube usage status of 45+F group (45-65 year old women)
The most common usage scenario for the 45+F group (females aged 45-65) was “while relaxing at home during the day.” There were many users who watched on both weekdays and holidays “in between doing housework,” and the results showed that users were using it at home.
In addition, “Cooking/Sweet Recipes” and “Pet-related” are ranked among the genres that received viewership ratings of 45+F. This is a genre that did not rank in the F1 or 45+M groups, and we found that it is gaining popularity mainly in the 45+F group.
<Viewer rating TOP5 genres>
1st place: Live performances and songs by artists and musicians
2nd place: Cooking/sweets recipes
3rd place: Pet related
4th place: Current affairs/politics
5th place: Variety shows such as comedy and pranks
summary
◆Due to people refraining from going out due to the spread of the new coronavirus infection, an increasing number of users are using online activities such as online drinking parties, live streaming, and the use of e-commerce sites. Marketing must also respond to changes in people’s living environments, and the shift to digital advertising has become stronger in the wake of the coronavirus pandemic.
◆ YouTube, one of the world’s largest video sharing services, is the perfect digital advertising tool to reach more users as the shift to digital advertising continues due to the coronavirus pandemic. To effectively utilize YouTube advertising, you first need to know what kind of users are using YouTube.
◆The F1 group (female ages 20-34) has many users who use YouTube at home, and the viewing rate for creator videos and makeup/cosmetics-related content is higher than the average for all users.
◆The 45+M group (men between 45 and 65 years old) uses the service in different situations, with many using it at work or on the go. Sports-related videos and current events/political videos are often watched.
◆The 45+F group (females between 45 and 65 years old) mostly uses it at home, and recipes for cooking and sweets, as well as pet-related videos, which are not ranked among the F1 and 45+M groups, are popular.