Video Sharing Sites on the Rise

July 8, 2011 Published by ontarget

Visits to video sharingVideo sharing is becoming more popular in the US, particularly among rural audiences: 71% of online adults now use video-sharing sites such as YouTube and Vimeo, up 5 percentage point (PPs) from the 66% who did so a year earlier, according to a new report by Pew Research.

The use of video-sharing sites on any given day has also jumped 5 PPs, from 23% of online Americans in May 2010, to 28% in May 2011.

Below, additional findings from the 2011 report on social-sharing websites, issued by the Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism.

Rural Audiences Catching Up With Others

video-sharing-use-over-time-pewRural Internet users are now just as likely as users in urban and suburban areas to have used video-sharing sites: 68% of rural Internet users say they now use such sites, up 31 PPs from the 37% who said they did so in June 2009.

Even so, city folk lead the way in watching video online: 72% of online urban residents say they now use video-sharing sites, up 19 PPs from the 52% who did so two years earlier.

Meanwhile, rural Internet users are still less likely to be visiting video‐sharing sites on a typical day (14% vs. 31% and 33% for suburban and urban residents, respectively).


Among other key findings:

  • Online African-Americans and Hispanics are more likely than Internet-using whites to visit video-sharing sites, 79% vs. 69%.
  • Parents use video‐sharing sites more than non‐parents, 81% vs. 61%.
  • Younger adults are more likely to use video-sharing sites: 92% of adults age 18-29 use such sites, compared with 80% of those age 30-49, 54% of those age 50-64, and 31% of those age 65+.

Findings are from the report “71% of Online Adults Now Use Video‐Sharing Sites,” authored by Kathleen Moore, Pew Internet Project, issued by the Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism, July 26, 2011, and accessed on the same day. Data are based on a survey of 2,277 adults, age 18 and older, conducted by Princeton Survey Research Associates International from April 26 to May 22, 2011.


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