Social activity is key to unlocking online video, says study

Almost two-thirds of British youngsters are sharing original video content with friends, according to a new survey.

Video app developer Ludifi’s survey asked people how they use, choose and share original digital video (YouTube and similar services).

Results show 71% of respondents under the age of 25 watch original digital video every day, more than twice the number of over 25s.

Entertainment was the key reason 95% of under 25s chose to watch online, found the study.

Another popular answer revealed a new motivation, with 68% of young people choosing content to match their mood. Interestingly, 68% of young people describe original digital video as an easier, fun way of keeping up to date.

The survey also highlighted what youngsters are doing with online content, with 78% of under 25s see watching original digital video as a highly social activity, choosing to discuss video with friends.

“This survey shows the way we watch, enjoy and share video content is progressing rapidly,” said Rick Gibson, founder of Ludifi.

“It’s mobile, it’s social and it’s conversational. With recommendations of one kind or another performing such a critical role in helping young people choose which videos to watch, we need to give young people new ways of finding and chatting about their favourite videos.”

Mobile video viewing (47%) is now nearly as popular as desktop viewing (49%) for our panel. 58% of under 25s watch original digital video most frequently on tablets and smartphones, contrasting to 43% of over 25s.