Who is responsible for YouTube?s growth in India?
Out of this curiosity (read business strategy), Google India conducted an online survey with more than 2000 Indian YouTube users. And the facts that came out clearly shows how useful YouTube can be for Indian brands and advertisers.
The survey identified a completely new genre of consumers emerging in the country; Google termed it Generation C.
Here are the facts that the survey revealed.
- 2 out of 3 Indian users visit a site mentioned in a YouTube video
- 3 out 5 Indian users posted a comment regarding the video
- 7 out of 10 viewers read the comments posted by others below the video
- 70% of YouTube viewers in India are below 35 years of age
- 72% of Indian YouTube visitors have a college degree
- 1 in 5 Indian YouTube users create video every day
- For three quarters of the surveyed users, YouTube is the most preferred platform when it comes to watch videos online
- More than half of Indian YouTube users share videos on social networking websites and via email
- Gen C switches devices 27 times a day
- 30% of Indian viewers watch YouTube videos on mobile
- Smartphone owners spend 25% of their YouTube time on mobile while tablet owners spend 20%
Generation C is socially active and well connected. They are also very keen to find the videos they love to watch through subscription or setting content preference. The survey report says,
?YouTube users are deeply engaged with online video, spending hours watching, creating and uploading video on YouTube and creating opportunities for advertisers to engage with this prized demographic in the process.?
Danielle Tiedt, vice-president, marketing, YouTube, says,
?If brands create videos that Gen C loves to share, they will. If you create communities around your brand, Gen C will join and participate. And with two in three Indian users visiting websites mentioned in the videos they watch directly, that?s a major opportunity.?
Indian brands have already started interacting with the Generation C. ICICIDirect launched a campaign to educate people how to plan their financial goals using two animated characters ?Gyano? and ?Mobo?. The Ministry of External Affair and YouTube joined hands to promote India abroad by running a short film contest. Google predicts that as smartphones become more popular in India, the opportunities for the brands and the advertisers to reach to Generation C will be broadened as well. When asked to provide some comparative statistics between a banner ad on videos or video ad that is played before the video content, Shishir Mehrotra, Vice President of Product, YouTube said,
?Our priority has been moving towards TrueView video ads. It is probably a good indication of what viewers and marketers think. It is also the case of different screens like mobile and television. We are trying to focus on formats that scale well across platforms. Another important advantage of TrueView is that it is very easy to scale it. The mobile and television experience is uniform, which is not the case with banner ads.?
YouTube is going to be launched as a television channel in the UK by the end of March. The difference among the screen sizes is getting blurred. It?s high time for Indian brands and advertisers to prepare their strategy for YouTube as well.
Image Courtesy | ?firstpost
Saikat
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