Important trend in content marketing: The stickiness of video content continues to increase, influencing 80% of Taiwanese viewers’ shopping decisions
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Picture: Anna enthusiastically performed at YouTube FanFest (Photo source: Google Taiwan)
According to statistics from YouTube, the number of channels with more than 100,000 subscriptions in Taiwan has grown by more than 90%. Since the end of last year (2017), it has grown from more than 200 channels to 380 channels. On average, two channels have exceeded 100,000 subscriptions every three days. YouTube’s various online videos have gradually become the mainstream of viewers’ viewing, and it has attracted the attention and stickiness of Taiwanese audiences through original, diverse and socially connected [video content] (https://www.contenthacker.today/2018/05/youtube-taiwan-2018q1-top-five-ads.html).
Video viewing trends across age groups
Ipsos Taiwan Managing Director Qian Zhiyuan said that this year’s “YouTube User Behavior Survey” jointly conducted by Google and Ipsos showed that more than 90% of Taiwan’s Generation Y Internet population visited YouTube at least once a month, and the average weekly YouTube viewing time of all age groups in Taiwan has grown to 16.4 hours, which means that each person spends nearly two and a half hours watching YouTube on average a day.
In addition, another trend worth noting is that more than 40% of middle-aged and elderly Internet users between the ages of 55 and 64 watch YouTube for more than 1.5 hours a day. This shows that users are not only willing to spend more time watching YouTube audio and video content. With the popularization of mobile devices and multi-platform applications, online audio and video has entered the lives of users across age groups, so the age distribution of the users they can reach is also becoming wider and wider.
Five major findings of the investigative report
Ipsos Taiwan “YouTube User Behavior Survey” report results:
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Compared with the 2017 “YouTube User Behavior Survey” report, the 2018 survey pointed out that YouTube users have increased significantly, with daily users increasing from 63% to 71%, weekly users increasing from 85% to 90%, and monthly users increasing from 88% to 93%.
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The YouTube viewing time of respondents of all ages continues to grow, from an average of 14.6 hours per week last year to 16.4 hours this year. It can be said that the average person spends nearly two and a half hours watching YouTube a day. Audiences aged 16-24 have also grown the most among all age groups.
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During the study design this year, additional samples were specially implemented to capture the behavior of Internet users aged 55 to 64. But at the same time, not only more than 80% of Internet users aged between 55 and 64 watch YouTube every month, but more than 40% watch YouTube for more than one and a half hours every day.
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The number of viewers who have watched YouTube creators’ videos has grown from nearly 50% in 2017 to more than 70%. Among users who have subscribed to channels, more than 60% of users will watch new videos within 24 hours of receiving a subscription notification.
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81% of the respondents said that YouTube would affect their final shopping decision, 55% of the respondents said that YouTube could help them determine the products they want to buy, and 26% of the respondents pointed out that YouTube would help them choose different products to buy.
★ Source: Google Taiwan
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