Heather Dougherty at Hitwise had an interesting post last week about people are spending more time on video web sites and search engines and social networks are now accounting for an equal share of referred traffic to these sites.
What I found most interesting was this graphic about the demographics of the YouTube audience.
Video web sites have started to attract a more mainstream (older) audience. For the 4 weeks ending April 12, 2008 the percentage of YouTube’s traffic of 18-24 year old declined from 30% to 21%. The biggest percentage jump in traffic came from the over 55 age group. Who would have thought that 20% of YouTube’s traffic came from those over the age of 55?
The graying of social networks offers a great opportunity for savvy marketers to reach their older target audience is a less competitive space than other marketing channels.
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I know I do my fair share of pushing the 35-54 age group to YouTube. You have to imagine how many of the 18 year olds send grandma a video from YouTube just for simple shock value. There’s your over 55 market.
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