"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
The Wonderful World of YouTube - Dubit at iKids
1. Dubit
Dubit work with children's entertainment brands to
research, build, and market new products.
The wonderful world of
David Kleeman
Pete Robinson
A dubit presentation - www.dubitlimited.com
2. Clients
A dubit presentation - www.dubitlimited.com
3. Research
Digital
Marketing
• NPD
• Game Design
• Game Seeding
• Prototyping
• Virtual Worlds
• Beta Testing
• Market Sizing
• Mini-Games
• Media Planning
• Segmentation & Typology
• iOS Apps
• Facebook & Social
• Campaign Tracking
• Social Games
• YouTube
• Analytics
• Virtual Goods
• Evaluation
A dubit presentation - www.dubitlimited.com
4. Consumption
Tube-ology
Behaviour
and what this
means
A dubit presentation - www.dubitlimited.com
5. The adoption curve
Insight Validation Insight
Frequency
happens happens happens
here here. here
Haters Lovers
A dubit presentation - www.dubitlimited.com
6. The adoption curve
Innovators
Insight Validation Insight
Frequency
happens happens happens
here here. here
Haters Lovers
A dubit presentation - www.dubitlimited.com
7. Innovators and me
Insight Validation Insight
Frequency
happens happens happens
here here. here
Haters Lovers
A dubit presentation - www.dubitlimited.com
8. Consumption
Tube-ology
Creation
and what this
means
A dubit presentation - www.dubitlimited.com
9. Internet usage
80%
70%
60%
50%
40%
30%
20%
10%
0%
Gaming
Watch videos
Music
Watch live TV
Chat to friends
Social
networking sites
Skype
Blogs
6-8 years old
9-10 years old
11-12 years old
Q2. When using the internet how often do you? (USA & Canada 1,500 6-12s)
A dubit presentation - www.dubitlimited.com
10. YouTube , it’s a big deal
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
6-8
9-10
11-12
A dubit presentation - www.dubitlimited.com
Do you watch video on any of these websites? (USA & Canada 1,500 6-12s)
11. Video consumption
Aged 6-8
Aged 9-10
Aged 11-12
Total consumption per week: Total consumption per week: Total consumption per week:
12hrs, 37 mins
14hrs, 2 mins
16hrs, 15 mins
8%
44% 7% 11%
10% 46%
10% 40% 9%
20%
8% 8%1%
16% 14%
9% 10%
2%
9% 3% 14%
Normal TV
TV on Demand
Recorded TV
DVD/video
Videos on computer
Videos on another gadget
Q1.How much time do you spend watching each week? (USA & Canada 1,500 6-12s)
A dubit presentation - www.dubitlimited.com
12. Video consumption
Aged 6-8
Aged 9-10
Aged 11-12
Total consumption per week: Total consumption per week: Total consumption per week:
12hrs, 37 mins
14hrs, 2 mins
16hrs, 15 mins
8%
44% 7% 11%
10% 46%
10% 40% 9%
20%
8% 1%
16% 14%
8% 9% 10%
2%
9% 3% 14%
1 hour of online video
A dubit presentation - www.dubitlimited.com
13. Video consumption
Aged 6-8
Aged 9-10
Aged 11-12
Total consumption per week: Total consumption per week: Total consumption per week:
12hrs, 37 mins
14hrs, 2 mins
16hrs, 15 mins
8%
44% 7% 11%
10% 46%
10% 40% 9%
20%
8% 1%
16% 14%
8% 9% 2%
10%
9% 3% 14%
1 hour of online video
1 hour, 36 mins of
online video
A dubit presentation - www.dubitlimited.com
14. Video consumption
Aged 6-8
Aged 9-10
Aged 11-12
Total consumption per week: Total consumption per week: Total consumption per week:
12hrs, 37 mins
14hrs, 2 mins
16hrs, 15 mins
8%
44% 7% 11%
10% 46%
10% 40% 9%
20%
8% 1%
16% 14%
8% 9% 2%
10% 9% 3%
14%
1 hour of online video
1 hour, 36 mins of
online video
2 hours, 33 mins of
online video
A dubit presentation - www.dubitlimited.com
15. Time spent on YouTube
Average time spent on
YouTube each week
Aged 6-8
Aged 9-10
11-12
1 hour 6 minutes
1 hour 34 minutes
2 hours 34 minutes
Q11. How much time do you spend watching videos on YouTube each week? (US and Canada 1500)
A dubit presentation - www.dubitlimited.com
16. Time spent on YouTube
Boy
1 hour 51 minutes
1 hour 44 minutes
Girl
1 hour 31 minutes
1 hour 36 minutes
Q11. How much time do you spend watching videos on YouTube each week? (US and Canada 1500)
A dubit presentation - www.dubitlimited.com
17. Bieber fever
A dubit presentation - www.dubitlimited.com
18. The next Justin Bieber?
Please click here:
http://www.youtube.com/watch?v=uU6U-8LP1DY
19. Online competes with offline
The big competitor in the UK for
us is Sky Movies and Sky Atlantic,”
Reed Hastings, Netflix
A dubit presentation - www.dubitlimited.com
20. Consumption
Tube-ology
Creation
and what this
means
A dubit presentation - www.dubitlimited.com
21. Online video Vs. traditional TV
Diversity / Choice
Chained content allows journeys
Ratings / Social
Niche / personal interest
Repeat / Revisit
Amateur / Homemade content
Audience can also be producers
Instant / Easy
A dubit presentation - www.dubitlimited.com
22. Online video Vs. traditional TV
Diversity / Choice
Chained content allows journeys
“Videos and music that you can't
Ratings / Social find other places…”
Niche / personal interest
Repeat / Revisit
Amateur / Homemade content
Audience can also be producers
Instant / Easy
A dubit presentation - www.dubitlimited.com
23. Online video Vs. traditional TV
Diversity / Choice
Chained content allows journeys
“Videos and music that you can't
Ratings / Social find other places… and it is an
Niche / personal interest easy source to find things from
that you are looking for”
Repeat / Revisit
Amateur / Homemade content
Audience can also be producers
Instant / Easy
A dubit presentation - www.dubitlimited.com
24. Online video Vs. traditional TV
Diversity / Choice
Chained content allows journeys
Ratings / Social
“I sent my Mom a link to a
Niche / personal interest Phineas Ferb cartoon clip,
send my Nana funny animals
Repeat / Revisit
stuff I've seen”
Amateur / Homemade content
Audience can also be producers
Instant / Easy
A dubit presentation - www.dubitlimited.com
25. User typologies
Boys
6 Years
18 Years
Girls
A dubit presentation - www.dubitlimited.com
26. User typologies
Explorers: confident Boys
and curious children
6 yrs 18 yrs
Girls
A dubit presentation - www.dubitlimited.com
27. User typologies
Explorers: confident Boys
and curious children
6 yrs 18 yrs
Nurturers: Interested in
pets and family
Girls
A dubit presentation - www.dubitlimited.com
28. User typologies
Explorers: confident Boys
and curious children
Social: Interested in
sharing experiences
6 yrs 18 yrs
Nurturers: Interested in
pets and family
Girls
A dubit presentation - www.dubitlimited.com
29. User typologies
Self-Stampers: Identity-
Explorers: confident driven show-offs wanting
Boys to make their mark in the
and curious children
world
Social: Interested in
sharing experiences
6 yrs 18 yrs
Nurturers: Interested in
pets and family
Girls
A dubit presentation - www.dubitlimited.com
30. User typologies
Self-Stampers: Identity-
Explorers: confident driven show-offs wanting
Boys to make their mark in the
and curious children
world
Social: Interested in
sharing experiences
6 yrs 18 yrs
Oracles: These types are
Nurturers: Interested
interested in helping
in pets, families
Girls others by sharing their
knowledge
A dubit presentation - www.dubitlimited.com
31. Translating archetypes to YouTube
Insight Validation Insight
Frequency
happens happens happens
here here. here
Haters Lovers
A dubit presentation - www.dubitlimited.com
32. and the top videos are…
A dubit presentation - www.dubitlimited.com
33. Monkey on a pig
Please click here:
http://www.youtube.com/watch?v=5_sfnQDr1-o
36. Game advice videos
Please click here:
http://www.youtube.com/watch?v=lc42-LvvwbY
37. Video Typology
Humour / Entertaining
User generated content
Professional
Reference/ Information
A dubit presentation - www.dubitlimited.com
38. Video Typology
Humour/Entertaining
User Generated
Professional
Reference/Information
A dubit presentation - www.dubitlimited.com
39. Video Typology
Hot spots – most popular/ shared
Humour/Entertaining
User Generated
Professional
Reference/Information
A dubit presentation - www.dubitlimited.com
41. Creating video
100%
US Video creation curve
Canada Video creation curve
80%
% of videos created
60%
40%
20%
Non-creators
Low
Medium
High
0%
0%
20%
40%
60%
80%
100%
% of kids
A dubit presentation - www.dubitlimited.com
42. Uploading video
100%
US Video uploader curve
Canada Video uploader curve
80%
% of videos uploaded
60%
40%
20%
Non-uploaders
Low
Medium
High
0%
0%
20%
40%
60%
80%
100%
% of kids who record videos
A dubit presentation - www.dubitlimited.com
43. Types of content recorded
6-8 years old
9-10 years old
11-12 years old
80%
70%
60%
50%
40%
30%
20%
10%
0%
Family
Yourself
Pet
Stunts
Friends
Hobbies
A story
Games
VW's
A dubit presentation - www.dubitlimited.com
What things have you recorded? (US and Canada 1500)
44. Motivations for uploading
60%
50%
40%
30%
20%
10%
0%
Share with friends
It is fun
The videos are funny
I feel proud
Something to do
6-8 years old
9-10 years old
11-12 years old
To showcase me
A dubit presentation - www.dubitlimited.com
Why do you upload videos to the web? (US and Canada 1500)
45. The essence of a good video
Content Personality
Funny, Entertaining Random, Unexpected
Original / niche Genuine
Helpful Social
Celebrity / IP Searchable
Cute Shareable
A dubit presentation - www.dubitlimited.com
46. Consumption
Tube-ology
Behaviour
and what this
means
A dubit presentation - www.dubitlimited.com
47. Consumption
Tube-ology
Behaviour
and what this
means
A dubit presentation - www.dubitlimited.com
48. What sort of kids are there
Explorers: confident Boys
and curious children
6 yrs 18 yrs
Girls
A dubit presentation - www.dubitlimited.com
49. Hearing about videos
70%
60%
50%
40%
30%
20%
10%
0%
Myself
Family
F2F
YouTube
TV
Friends online
Search-engine
6-8 years old
9-10 years old
11-12 years old
Links on sites
Other
A dubit presentation - www.dubitlimited.com
How do you usually find new videos to watch online (US and Canada 1500)
50. Hearing about videos - friends
70%
60%
50%
40%
30%
20%
10%
0%
Myself
Family
F2F
YouTube
TV
Friends online
Search-engine
6-8 years old
9-10 years old
11-12 years old
Links on sites
Other
A dubit presentation - www.dubitlimited.com
How do you usually find new videos to watch online (US and Canada 1500)
51. How should you describe your video
60%
50%
40%
30%
20%
10%
0%
Tell them what to search for via
YouTube
Describe what happened and
let them find it
Tell them the character or
show it is from
Tell them exactly where the
video is
Tell them what to search for via
Google
6-8 years old
9-10 years old
11-12 years old
A dubit presentation - www.dubitlimited.com
How do you describe a YouTube video to friends F2F that you think they should watch? (US and Canada 1500)
52. Hearing about videos - TV
70%
60%
50%
40%
30%
20%
10%
0%
Myself
Family
F2F
YouTube
TV
Friends online
Search-engine
6-8 years old
9-10 years old
11-12 years old
Links on sites
Other
A dubit presentation - www.dubitlimited.com
How do you usually find new videos to watch online (US and Canada 1500)
53. Sharing a video
80%
70%
60%
50%
40%
30%
20%
10%
0%
Told friends about it F2F the
next day
Told friends about it F2F more
than a day late
Told friends / posted a link the
next day
Told friends / posted a link
about it, more than a day later
None of these
6-8 years old
9-10 years old
11-12 years old
A dubit presentation - www.dubitlimited.com
Have you ever seen a TV show on TV and done any of the following? (US and Canada 1500)
54. Searching for videos
V sh ows
11% T
62% s 7% m
earch ovies
20% popular v
ideos
15% Recom
mended for
16% you
categ
or y
A dubit presentation - www.dubitlimited.com
55. Choosing videos
37% Match
es my searc
h key words
27% The to
pic
20% The Vi
deo descrip
tion
18% Top of
the search
list
13% Video
with most v
iews
18% Best p 10% Video
icture
with most s
tar s
A dubit presentation - www.dubitlimited.com
56. Consumption
Tube-ology
Behaviour
and what this
means
A dubit presentation - www.dubitlimited.com
57. Consumption
Tube-ology
Behaviour
and what this
means
A dubit presentation - www.dubitlimited.com
58. YouTube – the gateway
30%
25%
20%
15%
10%
5%
0%
Seen a movie trailer
then gone to see the Visited another website
film
to find out more
Seen a music video and
downloaded the album
Seen a clip for a game
and then bought it
Seen a clip for a virtual
world then played it
Watched a TV show you
heard of first on Bought a toy that you
YouTube
saw on YouTube
6-8 years old
9-10 years old
11-12 years old
A dubit presentation - www.dubitlimited.com
Have you ever watched anything on YouTube and then done any of the following? (US and Canada 1500)
59. Changing YouTube
17%
31% noticed the change to YouTube
23%
47%
2%
11%
New layout is a lot better
The new layout is a bit better
It makes no difference
Old layout is a bit better
69% did not notice the change to YouTube
Did you notice the YouTube layout changed at the end of the year? Do you think the new YouTube layout is better or worse? (US and Canada 1500)