We used to be conditioned that learning is an activity that could be done only at school or any learning centre. For some others, learning is understood as an activity that involving book, journal, magazine, newspaper, and another type of literature as their source of information. However, the rise of digital media has been changing the landscape in significant way. YouTube as an audio-visual digital platform is now known as a new learning source.
YouTube is well known as the place that provides various kind of video. From movie trailer, video clip, to daily tutorial video can be easily accessed in YouTube. For most people, YouTube has been considered as the place to learn about almost anything, even those subjects we did not learn in school. Many kinds of tutorial could easily be accessed in YouTube. Therefore, it is very relevant if we say that some part of our today’s society is a generation who learns from YouTube. We conduct a survey to understand how our respondent panel learns from YouTube. We ask our 1.221 respondents in nationwide to portray they learning habit from YouTube.
The notable highlight of this survey can be summarised into one sentence, content is the king. Most respondents in this survey said that they remember the content or topic of the video they watch, but they cannot exactly remember the creators’ account name.
Among all respondents who have participated in this survey, 85% of them ever watch YouTube video tutorial. However, the frequency of watching as well as their willingness to subscribe any contents from particular account is remaining low.
From 1.033 respondents in this survey who ever watch YouTube video tutorial, their average frequency of watching is ranging from less than once to twice in a week. Smartphone becomes the most frequently used device to watch YouTube video tutorial among them.
We find interesting difference between our male and female respondents who ever watch YouTube video tutorial in this survey. Related to the type of video tutorial theme they watch most often, our male and female respondents in this survey pick different answers. Our male respondents in this survey are more likely watching technology, music, also art and craft tutorial. In other hand, our female respondents are more likely watching beauty and make up, cooking, as well as art and craft tutorial.
To expand our understanding toward respondents’ habit on accessing YouTube video, we find that there is difference between our male and female respondents in this survey regarding their accessed video besides tutorial. For most of our male respondents in this survey, they like to watch movie, music, and product review in the first place. Otherwise, our female respondents in this survey are more likely watching movie, music, and TV show.
Comparing YouTube video tutorial creator and TV personality/celebrity, for most respondents in this survey, YouTube video tutorial account creator is considered as more inspiring, trusted, and influential than TV celebrity. However, when it comes to the sense of closeness, the older respondents above 25 years old still consider that the TV celebrity/personality as a closer person to them than the YouTube video tutorial creator.
We further expand our investigation toward the influence of YouTube video tutorial on respondents buying behaviour. More than half of respondents in this survey are willing to buy the product they saw in the video. Comparing the sex of our respondents, female respondents are more likely buying the product seen in the video than the male respondents do.
At last, we ask the 15% of our respondents in this survey who do not watch YouTube video tutorial. From 188 respondents who said so, they said that their reason of not watching YouTube video tutorial are based on their disinterested in such kind of video, they do not have time to watch, and their preference to learn from other source of information.
For more detail you can download XLS report at the button below (bahasa). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.
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