While video content continues to skyrocket, people still don't rely on video search. Over half of people, in a recent ClipBlast! survey, said they find videos through their own exploration (53%) or recommendations from others (52%).
However, a sizeable amount (40%) searched for specific videos. What's surprising are the differences based on sex, as 45% of males searched while 35% of females did so.
There was a racial divide reported too: nearly 60% of non-Whites and 35% of Whites reported search activity. It's hard to say why there's such a spread, even accounting for survey size.
Bucking the tide, the youngest adults didn't search videos the most. Some 66% of 25-34 year-olds searched more, as compared with 48% for 18-24; 39% for 35-44; and 28% for 45-54 year-olds.
Other forms of video findability were lower, including 18% following online recommendations from people they didn't know; 10% via unsolicited email; and 9% via email or RSS feeds.
For now, browsing and sharing are still more important than searching videos. As new and better approaches emerge, perhaps these behaviors will shift.
Survey Details: Synovate conducted this research for ClipBlast! between March 3-5, and reached 1,000 adults through their national online panel.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.