71% of US internet users visit video sharing sites [Study]

71% of US internet users visit video sharing sites [Study]

Kathleen Moore of the Pew Internet Project has just written a report that says 71% of Americans online now use video-sharing sites like YouTube and Vimeo, up from 33% 4.5 years ago. Daily use of video-sharing sites also jumped, from 8% of Americans online in December 2006 to 28% in May 2011.

Pew also found that Internet users in rural areas are now just as likely as users in urban and suburban areas to have used these sites, and that African Americans and Hispanics online are more likely than White people using the Internet to visit video sharing sites. Additionally, 81% of parents in the survey said they had visited video-sharing sites, compared to 61% of non-parents.

According to Moore, “The rise of broadband and better mobile networks and devices means that video has become an increasingly popular part of users’ online experiences.” She added: “People use these sites for every reason imaginable – to laugh and learn, to watch the best and worst of popular culture, and to check the news. And video sharing sites are very social spaces because people vote, comment and share these videos with others.

In his report, Moore also said: “The increase in the use of video-sharing sites is at least partly due to the growth of content on sites like YouTube and user contributions, which can then encourage visits to the site by friends of contributors and others who pass around links to popular amateur videos.

According to the latest statistics from YouTube, 48 hours of content are uploaded to the site every minute and the range of contributions is staggering. YouTube lists 28 different categories for video channels.

YouTube’s audience grew from 8 million views per day at the end of 2005 to more than 3 billion views per day in 2011, according to company data. And the company receives more than 200 million views per day via mobile connections.

And as I mentioned on July 17, comScore and YouTube are teaming up to launch YouTube Partner Reporting this summer. This new and improved online video measurement feature will for the first time break down individual audiences and the demographics of partners and their channels.

Finally, if you’re going to SES San Francisco 2011 next month, check out these sessions, which will cover YouTube or video marketing:

Shirley K. Rosa