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YouTube Videos: Time Spent Watching vs. Total Views [CHART]
YouTube is getting smaller in a metric that used to mean everything: views.
Since December, views on YouTube have dropped 28%, and March views are only slightly above what they were a year ago, startling for a site accustomed to breakneck growth.
It's an intended consequence of the Google-owned site's shift from a video search engine filled with snack-size content to a full-fledged, couch-potato-optimized entertainment destination. At YouTube, the "view" is out and "engagement" is in.
After investing $100 million to create content channels, YouTube's focus has shifted from directing viewers to videos of skateboarding dogs to enticing them into longer, more engaging videos—the kind that are, not incidentally, more appealing to advertisers.
On March 15, YouTube altered its recommendation system to make the time spent with a video or channel a stronger indicator than a click in determining which videos to surface to a user. Read the rest at AdAge.
Top Internet Retails' Social Adoption, By Service [CHART]
The top 250 internet retailers have almost universally adopted Facebook and Twitter as marketing channels, while almost as many are on Pinterest as Google+, says Campalyst in a May 2012 infographic. Basing its analysis on Internet Retailer’s Top 500 Internet Retailers 2011 list, and collecting the data from April 14 to May 2, 2012, Campalyst reveals that 97% of the top 250 internet retailers have at least one branded page or channel on Facebook, with Twitter (96%) closely following, and YouTube (90%) also seeing high adoption. Similar to a recent Simply Measured report which found 64% of the Interbrand top 100 brands to have a presence on Google+, the Campalyst data shows Google+ adoption among the top 250 internet retailers to be at 67%, with Pinterest (61%) not far behind. Looking at average follower size, though, a clear winner emerges. Read the rest at Marketing Charts.
Types Of Online Video Consumption [CHART]
The immediacy and ease of streaming services continue to draw users in search of online video. According to the survey, 58% of respondents said they watched online videos on web-based streaming services that hosted user-generated content, such as YouTube. And more than one-third of respondents said they watched content on full-episode player sites, such as Hulu or Netflix. Read the rest at eMarketer.
Commonly Used Social Media Tools [CHART]
Facebook remains the most common social media tool used by marketers, at 92% of respondents to the Social Media Examiner survey, unchanged from 2011 results. The second-most-popular social network among marketers, Twitter, has an 82% adoption rate, down slightly from 84% last year, meaning Facebook is about 12% more popular than its closest competitor as a marketing tool. LinkedIn comes in third with 73% marketer adoption, up from 71% last year, followed by blogs, at 61% usage, down from 67%. YouTube/other video sites are used by 57% of the respondents, though just 10% have no plans to utilize this channel in the future.
Some of the less popular tools saw a drop in adoption from 2011: social bookmarking sites dropped from 26% to 16%; forums fell from 24% to 19%; and geo-location services dipped from 17% to 14%. Read the rest at Marketing Charts.
