Survey present2
- 2. Dear Diary 25 AUG 2010 St eph, Quay an d Kai wanted to know how we can encourage more YouTube users to view o ur website. So A lex, Brian and Max made a survey to u nderstand our Y ouTube subscr ibers better
- 3. We were off to a rough start, but we pulled together
- 4. Hypotheses ≒In general, we believed that site usage would be determined by two key factors: ≒ knowledge of the websites and ≒ habit (i.e. I am comfortable staying on my YouTube page)
- 5. Hypotheses Sub-hypotheses: ≒Knowledge of the one-month delay (or lack thereof) will e鍖ect site of preference ≒Familiarity/login/connect on CH.com would also determine site usage ≒Users who dont interact with CH.com are probably just subscribers who dont want to leave their feeds
- 6. Methods We composed a survey in Google Docs and Posted it as a bulletin to our YouTube channel subscribers Respondents : 962!
- 7. Questions: Do you visit CH, have a login, use Facebook Connect? Were you aware of the one-month delay? What would make you choose CH? What would you like to see more of on our Facebook? Where do you watch more often? When is it YouTube? Do you ever jump between the two? Why?
- 8. SO WHAT DID WE FIND?
- 9. A note on Age Our respondents (top) are distributed similarly to actual YouTube account age (bottom) However, ours is skewed younger The amount of <13 year olds show that our YouTubers probably report their ages as higher than actual
- 10. Growin Up Interestingly, there were NO correlations of any signi鍖cance between age and any other factor >implying that there is no systematic relationship (with respect to this survey) between our viewers of di鍖erent ages and how they consume our videos
- 11. YouTuber Breakdown 84% of our YouTubers visit CollegeHumor.com But only 45% ever jump from YT to CH 19% watch more CH than YT 17% Facebook Connect 14% have CH logins
- 12. Reasons for YouTubing 159 Find us in their subscription page 59 Are just bored and surf there 56 Are already on YouTube 24 Have a grievance with CollegeHumor.com (i.e. Ads) >implying that inertia drives YouTubers to watch vids on YT more so than distaste with CollegeHumor
- 13. Knowledge is Power ≒hjsjjsjs 25% of our subscribers dont know about the delay we place on our YouTube videos
- 14. Knowledge is Power? Theres also a .19 correlation between knowing about the delay and jumping from YT to CH AND to watching more videos on the site >Implying a connection between knowing the delay and being more likely to use CH, although a weak one
- 15. Why dont people like CH.com as much as YouTube? They like YT Slower/busy Subscription is playlists more layout easier (for franchises) Dont want to make new Less familiar account
- 16. What would draw you to CH? Trailers on YT Site-exclusive for full vids on content CH Variety (again, Direct Link to seems like they CH.com are unaware)
- 17. COMMENTS ries on If you started a se vided Youtu be and then pro r website. the rest on you
- 18. Why jump from YT to CH? 45% of To 鍖nd more not-posted content subs make this jump For higher quality videos Couldnt 鍖nd what they were looking for For articles and other news What motivates these CH is blocked in Saudi Arabia jumpers?
- 19. Why jump from YT to CH? More vids to complete a series/franchise An incredibly common response reveals that subscribers see one chapter of a series and then go to CH when they realize that the rest are already posted on CH Jake and Amir Girlfriend : 8 parts!
- 20. What would you like to see more of on our Facebook? Outtakes/ Pictures! Contests bloopers Quotes/ Staff A feeling of Joke of Day interaction exclusivity
- 21. Updates from the PEOPLE who actually make the videos and who are in them. It's basically nothing but links to the CH website. Basically, if I visit the CH home page once a day, I don't even need to visit the facebook page. More personality COMMENTS Random/funny status updates! So, Pr0n like this is our favorite pro鍖le gag? More things like showing WHAT you exactly do, for ex. how you make movies, where you get your ideas from, where your episodes / shows are available to watch.
- 22. Almost forgot to mention A lot of people replied: I didnt know you had a Facebook but now Im gonna go Like you right away! A little messaging got us some free likes ;)
- 23. FINAL THOUGHTS WHAT DOES IT ALL MEAN?
- 24. Today I learned ≒Our engaged YT audience is young, probably younger than we think. ≒Channel choice/behavior is not systematically a鍖ected by age ≒Only a small percentage (16%) of YouTubers ignore CollegeHumor.com altogether ≒Only half of YT viewers are following the jump links to CollegeHumor.com ≒Roughly 15-20% use login/connect, which may be on par with all viewers of CH content
- 25. Today I learned ≒The majority of YT viewers are there because of habit, not misinformation/displeasure with CH ≒25% are unaware of the month delay and response to the delay is mixed ≒Knowing the delay does in鍖uence behavior in CH.coms favor only slightly, demonstrating that knowledge is a factor, but habit/preference is dominant ≒YouTubers prefer YT because of ease of use (regarding subscription especially) Speaks to the hypotheses
- 27. Might we suggest When a subscriber views pt. 1 of a series, they are like to jump to CH if they realize the rest are there. We suggest special copy/post-roll/annotations for a serial video to push tra鍖c to the site Some viewers even suggested previews/ trailers on YouTube! They are also receptive to promotional videos
- 28. Might we suggest Users who get everything from the comfort of their subscriber page dont want to go to CH because they will later get resent the same videos. We could do more on the YouTube channel to address the variety of CH, namely articles, pictures and UGC (furthermore, we should seek ways to randomize videos on any channel)
- 29. Might we suggest Some users think that YouTube is more HD. This is wrong. We should broadcast the fact that our site videos are all 720p And some dont know about our website and our Facebook page. Theres a lot for us to broadcast through our YouTube channel ! Lets use bulletins and annotations more often to micro-message
- 30. Cant stress this enough! If we want each channel viewed, each must have exclusive content. We must leverage the strengths of each channel to deliver something unique
- 31. Before we go The way of the Dodo, We just wanted to say Thank you! Research by Alex Liu, Brian Weiss, and Max Brawer. PPT designed by Max Dodo by Brian Weiss