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Youtube Usage Habits

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Submitted By timothy18cho
Words 1363
Pages 6
Method of Viewing and Obtaining YouTube Usage Habits

EXECUTIVE SUMMARY

This study researches and analyzes YouTube usage habits amongst University students. Our study is to make the connection between the most commonly watched video categories and the type of user they are classified as. This includes what is main purpose of accessing or using YouTube, what type of entertainment are they likely to view on YouTube, and also what motivates University students to subscribe to channels on YouTube.

Our study included a convenience survey sent electronically to a small portion of the entire population of University students. Therefore, this study will not be an accurate reflection of the whole University student population.

INTRODUCTION

This study was designed to learn usage habits on YouTube amongst University students. The observations are linked to the reasons why users are motivated to access YouTube, registration, and usage patterns. The study further explores the habits that different types of users on YouTube have with the website. Our study is aimed at drawing connections between the most commonly watched video categories and the type of user they are classified as. Since the start of YouTube, the popular site has become a massive source of communal information through a video-sharing medium. The YouTube FAQ page states, "48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day.” With that many videos being watched all around the world, the types and categories are endless. In addition, the users range from all over the world, all with different backgrounds and taste. Reception in each video’s shares, likes, favorites, and comments varies within each person. Not everyone is compelled to subscribe after watching one sole video, and sometimes it takes warming up to the channel in order to subscribe to it. It’s apparent that the way each individual user interacts with the video-sharing site differs immensely between different demographics.

A question addressed in our observations relates to the most common type of video accessed on the site. An article published by The Daily Telegraph in London investigates why YouTube has become the main source of music sharing among teenagers. According to Barnett (2012), “Nearly two-thirds of 18-year-olds and younger US teens say that they prefer the Google-owned video platform ahead of all other music mediums” (p. 27). Ever since the television network MTV switched from broadcasting the latest music videos to mostly airing reality TV shows, people need a source for music exposure. Music videos are practically non-existent on TV nowadays and people don’t want to worry about paying for their music. This is where YouTube steps in. Any music genre of any language is easy to search with no difficulty and best of all-for free.

Aside from music being a significant motivator to use YouTube, DIY and How-To videos are making their way up as a popular form of video to share. Our study explores the categories that students mostly watch as a result of trying to learn something new. Paul Farhi (2012) quotes in the Washington Post about a new study that reviews s how the site provides information to its users. It is quoted as the platform acting as, “a new kind of visual journalism” (p. C01). With its diversity of users, there are experts on almost all subjects and fields that provide the world of the web with their expertise through video. For the visual learner it’s way easier to remember a concept or technique by watching someone else do it exactly rather than reading about it and becoming mislead by ambiguous methods.

Even though YouTube has been around since 2005 there haven’t been many studies that uncover the usage habits of its users. Demographics, personality and taste, along with interests depend on how a person interacts and goes about their handling of the site. Consequentially, this study hopes to discover connections amongst students and their usage habits while on YouTube.

HYPOTHESIS

H1: students are likely to seek help from a YouTube video.
H0: students are not likely to seek help from a YouTube video. H2: students are likely to listen to music while surfing YouTube.
H0: students are not likely to listen to music while surfing YouTube. H3: students are likely to subscribe to a YouTube channel after watching more than 1 video from that same channel.
H0: students are not likely to subscribe to a YouTube channel after watching more than 1 video from that same channel.

QUESTIONS

1. What is your gender? a. Male b. Female

2. What is your age? a. 17-19 b. 20-22 c. 23-25 d. 26-28 e. 29+

3. What is your major?

4. Do you have a YouTube account? a. Yes b. No

5. On average, how many videos do you watch a week? a. Non Users – 0 video b. Light Users – 1 to 10 videos c. Regular Users – 11 to 20 videos d. Heavy Users – 21+ videos

6. What time of the day do you mostly access YouTube? a. Early Morning (4:00AM - 6:59AM) b. Morning (7:00AM - 11:59AM) c. Afternoon (12:00PM - 4:59PM) d. Evening (5:00PM - 10:59PM) e. Late Night (11:00PM - 3:59AM)

7. Why do you mainly access YouTube? a. Watch popular videos b. Listen to music/watch music videos c. Watch movie trailers d. Find out how to do something e. Watch TV shows f. Sport highlights g. News h. Gameplay/Walkthrough/Playthrough

8. If you have a “How To” question, what method do you use to solve the issue? a. Watching YouTube video b. Ask a peer c. Research on Google d. Ask an expert e. Consult a book f. Figure it out yourself

9. If you do search up “How To” videos on YouTube, what do you mostly search for? (academic, construction, crafting, cooking, etc.)

10. If you have a YouTube account, how many videos do you have to watch in order to subscribe to that channel? a. I do not have a YouTube account b. 1 video c. 2-3 videos d. 4-5 videos e. 6+ videos

METHODS

Our Pilot study was conducted from January 24th 2013 to January 29th 2013 as a part of our Multimedia and the World Wide Web class. Our survey was written on Surveymonkey.com and all participants took the survey using the same website. Eight students participated in the pilot study. Through this pilot study we were able to pinpoint some problem areas within our survey. We found that we needed to add another option for the question “What is the main reason you use YouTube?” We included the option “To watch Popular Videos”. Another error we needed to remedy was to include a title when asking the question “How many videos do you watch a week?” For example, instead of simply having the option say “1-10 videos” we included “Light user-1to10”.

For our final study we will be using the convenience sampling method. We will be sending out our e-mails to participate in the study to students we know and are available to us through our courses. Our e-mails will include a link to SurveyMonkey.com where all of the surveys will be completed. Ten questions in total will be asked, two of which are freeform questions. All of the participants will be using the knowledge and preferences they possess and will not need to do any research or outside study to complete the survey.

The survey will be conducted confidentially and will include a paragraph at the top of the survey ensuring the rights, privacy and informed consent of participants. Participants will not be asked to identify themselves and all IP addresses, names, and e-mail addresses will not be recorded.

LIMITATIONS

The survey will only include University students and therefore the sample size of the study will not reflect a larger population. Since the survey will be a convenience sampling of students that also restricts the variation of gender, major, age, and general background. A consideration of participants not understanding a question, or not answering a question must be taken into consideration as well.

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