Want to know if you’re rich or poor? Young or old? Here’s a way to tell that’s easier than profiling yourself on RealAge or auditing W2’s.
1. Do You Search Facebook or Google Plus?
Use Facebook to search? You’re more likely to earn less than $100K and be old. Use Google+ for search and you’re more likely to make more than $100K and be younger. Don’t shoot the messenger here (for he is older and poorer than you think). Shoot comScore instead, and recognize that this is perhaps more indicative of the “early adopters” of Google Plus, who are perhaps largely both young and rich (a lucrative target market). Haven’t heard of Google Plus? You may be dead.
2. iPhone or Android?
comScore’s San Francisco office exclusively uses iPhones, and its New York office is littered with Androids, but those searching on these devices are fairly similar in demographics. So this doesn’t really say as much about you as you’d like to believe. Still using a Blackberry? Save your upgrade cash for a funeral plot.
3. Use Bing? Yeah you’re old with kids
Sorry. You’re more likely to be old with kids. Sure this is 2-year-old data, but the only thing newer about Bing is that it’s better at travel searches. Now get back to work.
4. Do you accept mobile coupons?
If so, you’re probably 18-34 years old. If not, you’re probably older. If the mobile coupon is for Depends, just keep moving like a horse, and piss wherever and whenever you like.
The ‘demon squirrel’ clip (below) has become a smash hit on the internet, according to the UK Telegraph. It’s been seen more than one million times, and is attracting a slew of critical and positive comments. The video is part of the Kremlin’s toughest anti-alcohol campaign, and was released after President Dmitry Medvedev described the country’s drinking problem as “a national disaster.”
Meanwhile on states side, reactions to the animated squirrel have been negative, including criticism by the poster animal for the anit-drug campaign initiated by Nancy Reagan.
“I recognize the clip is meant to be cautionary tale about the effects of binging on alcohol,” said Scat (pictured, right), who played a crack-cocaine lit squirrel on ICE AGE, by 20th Century Fox.
“But seriously- that nappy-haired, poorly animated piece of Pixar crap is teaching us nothing,” Scat added, while rubbing his nose spastically and screaming for his pimp. “I’ve done three films and I’m being considered by James Cameron for a cameo in Avatar 3. F that little Пиздец!”
Fresh new data about online-video views, sharing and viewers! The source is YouTube, Next New Networks and Frank N. Magid & Associates (see press release and blog), and the data was collected between May 18 and June 4, 2010. While it’s not super fresh, it’s filling a void in the past year.
Two important take-aways: First, the audience is digging its online video. More than half of those surveyed (people who have watched Web original videos) deem them to be just as, if not more, entertaining than what they view on traditional television. Did you hear that? As good as TV. And 25% find it more entertaining than traditional television. That explains why these folks are 2.5 times more likely to be “engaged.” They’re clearly watching more sophisticated content than mine.
Now before we get too excited, clearly YouTube and Next New Networks aren’t exactly objective here. Both have something to gain from convincing advertisers that this web-video fad, like the Fushigi and pet rock, is here to stay. However there are two things that make me inclined to trust the data: First, hopefully someone with a website as boring as Frank Magid’s is keeping an eye on the methodology and sample. Secondly, YouTube/Google almost NEVER shares data. So that’s a big deal.
I’m never sure what to do with excerpts like “four out of ten share videos,” because I’m more interested in how often they share. For instance, I’d be among the percentage of people who has seen my dentist in the past year (hey look I made him a website: drjeffreymercando.com). But that overlooks the reality that I’d not seen him for several years prior to my visit last month. If you surveyed me if I floss, I’d say yes. But how often?
The second interesting fact about this collective study is that online-video viewers are indeed young: mostly 18-34. There was no shame in the way YouTube/NNN and Magid depicted the demographic of online-video viewers. Rather than trying to dance around one of the leading concerns advertisers have about any new medium (that their target isn’t there)… YouTube & Next New Networks tell it like it is:
“According to recent Nielsen reports, the average age of television viewers is over the age of 50. However, this research revealed that 18-34 year old Web original viewers constituted 65% of the National sample, 73% of the YouTube sample, and 90% of Next New Networks’ sample. Not only does the coveted 18-34 demographic spend many hours viewing video online on a regular basis, but the research shows that this time spent with online video and Web original content leads to less time with TV. Web original video viewers spend 13% less time with TV than non-viewers.”
So these fellas are kinda saying, “yeah we’re not television… but our audience is more engaged, and it’s that coveted 18-34 year olds who spend a lot of money.” And then it tosses in the fact that for these peeps, television isn’t growing. This demo, according to the research, is 13% less likely to watch the boob tube.
I present this cautiously. I recall the advertiser trepidation with the Internet itself, based on the assumption that online surfers were all college kids, and we (almost overnight) saw that change. Now, of course, online-use kinda mirrors the general population (at least in the U.S.)… that’s where this is heading. Eventually, like it’s true for the web, any target can be found via online video, with varying degrees of precision and scale. So I don’t want to let brands targeting different audiences, “off the hook.” Media buyers hold demographic data like Irish people hold grudges, and we don’t want to see advertisers write online-video off as the medium for just for Vodka, Kaplan, and Sandals Resorts. I think we need to keep a close eye on how online-video viewership of moms and boomers grow in the next months and years.
That being said, it skews young right now. Let’s face it and embrace it. Anyone up for cramming for the GMATS over a martini in Jamaica?
“The findings are an incredible point of validation for Web original programming as a key source of entertainment and viewers find it to be on par with television programming,” said Rick Silvestrini, Product Marketing Manager at YouTube, while holding in a 27-year-old fart.
Speaking of Silvestrini, below is my video remix of him, inspired by a comment I noticed about his original video where someone swears they heard a fart. Is this tasteless? Yes. Biting the hand that feeds you? Perhpaps. But could you expect me to restrain myself? No way.
I’m fairly immersed in the online-video space, but would have had to “phone a friend” if you asked me some of these questions on “Who Wants to Be a Millionaire.”
Are we consuming more or less television now that we have online video and the mobile players (3 screens)?
What percent of our live television viewing has given way to “time shifted” (via DVRs, TiVo, AppleTV and stuff)?
How much time do we Americans spend in front of the television versus watching online video?
The answers may surprise you. Try to guess before peeking.
As you might have gathered, we’re actually consuming more television according to Nielsen’s “Three Screen Report” (despite the other two screens: mobile and computer).
I must be in a small minority because I watch precious little live television. The rest of the nation consumes only about 2 hours of time-shifted television per week, compared to about 35 hours of live television. Obviously our attention differs dramatically. For instance, my kids are blaring Nickelodeon behind me as I type. But I just noticed an ad for Miranda Cosgrove’s new CD, so maybe that counts.
Now for the zinger. A single amateur can sometimes command a larger audience than well-known television shows. I just made the graphic below for my book, “Beyond Viral” (Wiley). Pretty wild that one dude can swing 50 million views in the past 30 days (according to TubeMogul). Dane Boedigheimer, who produces GagFilms and AnnoyingOrange, was late to the YouTube party because he was soaking in the now set Metacafe sun… but now he’s knocking out more than 1.6 million views per day.
But before you think we’ve all migrated to online video, our average consumption pales when compared to television. We early adopters are still early. Yes the folks that gobble up 35 hours of television are only watching 22 minutes of online video according to Nielsen Wire’s recent chart below. I suppose those 22 minutes might be longer if the majority of us made it past that first 60 seconds (which we don’t according to this way outdated Tubemogul report).
Before you make any major conclusions based on this data, it’s important to remember two things: First, if we looked at a bell curve, we’d observe that these numbers are highly skewed by those that won’t be bothered with online video. I know many people who have abandoned television entirely. Second, this behavior is changing rapidly. For instance, there’s been a 30% plus increase in our simultaneous use of television and web (now I’m hearing Flapjack in the background).