We Still Don’t Rely on Video Search

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.

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