2010-06-02-皮尤-The_State_of_Online_Video_16页_601kb

The State of Online Video Summary

Core Content

The document presents an analysis of online video consumption and sharing habits among U.S. adults, based on a survey conducted in June 2009. It highlights the growing popularity of online video, the types of content being consumed, the demographics of users, and the trends in video uploading.

Main Findings

• Online Video Consumption:

  • 69% of adult internet users watch or download video online.
  • Roughly half (52%) of all U.S. adults engage in this activity.
  • Young adults (18-29) are the heaviest consumers of online video.
  • The most popular types of video are:
    • Comedy or humorous videos (50% of adult internet users)
    • Educational videos (38%)
    • Movies or TV show videos (32%)
    • Political videos (30%)
  • Video-sharing sites like YouTube have become the primary source of online video viewing, with 61% of adult internet users watching videos on these platforms.
  • 8% of online video watchers connect their computer to their television to view videos.
  • 10% of video watchers have paid for online video content, up from 4% in 2007.

• Demographics of Video Watchers:

  • Men, young adults, more affluent, and more educated individuals are more likely to watch or download video.
  • Broadband access is a key factor, with 75% of broadband users watching online video.
  • Among online video watchers, 89% have broadband at home.
  • Non-white users are more likely than white users to watch entertainment content.
  • Lower-income users show a preference for music videos and animation/cartoons.

• Video Uploading:

  • 14% of adult internet users have uploaded a video to the internet.
  • This is almost double the 8% from 2007.
  • 21% of online video watchers also post video online.
  • Video uploading is more common among users under age 50.
  • 30-49 year-olds are now just as likely as 18-29 year-olds to upload video.
  • Women are now equally likely as men to upload video, a change from 2007 when men were more likely.
  • Social networking sites (e.g., Facebook) and video-sharing sites (e.g., YouTube) are the most popular platforms for uploading.
  • 62% of uploaders post home videos, 24% post travel videos, and 24% post television/movie clips.
  • Uploaders show mixed perceptions about the sharing environment:
    • 31% always restrict access to their videos.
    • 50% never restrict access.
    • 37% are not concerned about unauthorized copying or use of their videos.
    • 4% have received copyright notices for their uploaded content.
    • 96% of internet users believe no one has uploaded videos of them without permission.

Key Trends

• Growth in Video Viewing:

  • All video types have seen increases in viewership since 2007.
  • Comedy and political videos have experienced the most significant growth.
  • Educational and movie/TV show videos have also seen notable increases.

• Shift in Content Preferences:

  • Comedy videos have become the most popular, surpassing news videos.
  • Young adults are more drawn to entertainment content, while older users prefer news and educational videos.

• Changes in Upload Behavior:

  • The gap in video uploading between men and women has closed.
  • Uploaders are more evenly distributed across age groups, with 30-49 year-olds now matching 18-29 year-olds in uploading frequency.

Methodology

• The survey was conducted by Princeton Survey Research Associates International (PSRAI) and included a nationally representative sample of 1,050 adults.
• It used a dual-frame design (landline and cell phone) and was weighted to match population demographics.
• The margin of error for the total sample is ±3.6%, with a design effect of 1.38.
• The response rate for landline users was 15%, and for cell phone users was 18%.

Data Collection and Analysis

• Sample Design:

  • A combination of landline and cell phone random digit dial (RDD) samples was used.
  • Landline numbers were selected based on the proportion of listed telephone households.
  • Cell phone samples were drawn systematically from wireless and shared service blocks.

• Weighting and Analysis:

  • A two-stage weighting procedure was used to balance the sample against population parameters.
  • The Deming Algorithm was used to adjust for non-response and sample design.
  • Weights were trimmed to prevent over-influence of individual interviews.

• Response Rate:

  • The contact rate was 71.3% for landline and 72.6% for cell phone.
  • The cooperation rate was 21.3% for landline and 26.0% for cell phone.
  • The completion rate was not explicitly reported but is implied by the overall response rate.

Conclusion

The report underscores the rapid growth and diversification of online video consumption and sharing in the U.S. It highlights the increasing role of video-sharing platforms, the demographic shifts in video habits, and the evolving perceptions of users regarding privacy and copyright in the digital video landscape.