Research Digest: Social Media Boost Video Views, TV Engagement

Social referrals are driving up online video consumption, while TV viewers are increasingly multi-tasking, according to two separate research pieces from YouGov and Hitwise published on Monday. Here, we digest the key points…

Online Video: Bringing Social Media to Life (Experian Hitwise):

  • September UK video site visits are up 36 percent y-o-y to 785 million.
  • 86 percent of UK users visit a video site at least once a month.
  • Entertainment sites have regained top slot from social media for UK internet visits.
  • YouTube (NSDQ: GOOG) has 70 percent share of the category.
  • MSN Video traffic is up 913 percent. Even Hulu, which doesn’t even operate in the UK, is up 123 percent (26 percent of its September visits came from social referrals).
  • Music is the biggest search referrer to video sites (a third of clicks), followed by TV (17 percent), film (11 percent) and news (nine percent).

Social TV Trends Report (YouGov for Diffusion PR):

  • 62 percent of UK people use internet whilst watching TV. 46 percent use mobile, 38 percent use Facebook.
  • 20 percent of those aged 18-24 use Twitter whilst watching their favourite TV shows, 28 percent of them use BlackBerry Messenger.
  • 43 percent of adults have commented about a TV show with someone not in the same room (half of women, 37 percent of men).
  • Amongst 18-24s, Facebook facilitates half of these messages SMS 42 percent, IM 18 percent and Twitter only 12 percent.

» Methodologies: Hitwise combines actual traffic data from eight million UK ISP customers. Diffusion PR says: “YouGov surveyed a nationally representative panel of 2,025 GB adults aged 18-55+, the survey was carried out online from 14-17 October 2011.”