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Iab Research Youtube and Facebook Oct 2010

Iab Research Youtube and Facebook Oct 2010

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Published by Amit Agarwal

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Published by: Amit Agarwal on Oct 29, 2010
Copyright:Attribution Non-commercial

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06/15/2011

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1
Social: A closer look at behaviouron YouTube & Facebook
Executive summary
3 September 2010
 
2
Background & Methodology
This research looks at the behaviour and attitudes of 
YouTube
and
Facebook
users, with the aim of understanding the role of each in users’ online lives,
including :
 –
Motivations for visiting the sites and how they feel when they do
 –‘Social’ activities conducted on each –
Attitudes towards brand presence & different types of advertising on the sites
 –
Motivations and behaviours around viewing and sharing brand content
We conducted an online survey among
1,000
respondents in each
UK, France andGermany
) aged
16-55
years. To qualify, respondents had to use YouTube andFacebook
at least once a month
.Fieldwork took place in
June 2010
.Unless otherwise specified, results areaveraged across all 3 countries.
 
3
Key findings
While it’s commonly assumed that everyone uses YouTube andFacebook, the overlap is smaller than you’d expect.
Social networking is greater than any single site. YouTube and
Facebook play different but integral roles in a user’s online social
experience.Brands that advertise on each site benefit from the perceivedattributes of each site.Users are equally likely to check out brands on both sites, butwhich brands and what type of content they look for differ.Loyalty and familiarity are not the driving force behindrecommendations. Whether people share or like a brand dependsgreatly on whether its content is interesting.

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