Less Than 20% of Internet Users Account for 82.4% of Video Shares

Less than 20% (actually only 17.9%) of Internet users share videos with their social networks more than once a week, according to "The Geography of Sharing", a new report published by Unruly. The report found that these “super-sharers” account for 82.4% of all video shares – meaning that any advertisers looking to drive more earned media should be targeting these users! While the majority of video shares (59.4%) worldwide take place on Facebook, viewers share across a multitude of platforms, including Twitter (13.8%), Google+ (9.3%), Tumblr (5.7%), and Pinterest (3.9%). The report further showed that more than three-quarters of all video views take place out of YouTube.

The Geography of Sharing Report also identified several key online video sharing trends from around the world:

• The speed of social diffusion varies greatly by country. South Koreans are the fastest sharers, with 20% of shares occurring within the first 24 hours of launch. Video viewers in South Korea (28%) are also more likely to lick, replay, or share an ad than any other territories worldwide.

• Viewers in Germany are more likely to watch an ad to the end – 79% of Germans who watched an ad stayed until the final frame. The U.K. was in second place with 77%.

• At 19%, Japan has the lowest percentage of YouTube views; the global average is 24.3%.

• Happiness is the most effective emotional trigger for global campaigns, whereas social motivations are more culturally dependent.

Unruly’s U.S. president, Richard Kosinski, commented on the report saying, “Using the right mix of emotional and social triggers, social video campaigns can cross geographical and linguistic borders and be used to kick-start global conversations. However, local activation is the key to success and this is where data-driven insight, revealing the subtle differences in sharing habits by market and by demographic, can propel campaigns to global success and protect brands from making a cultural faux pas.” He also stated, “Our data shows that for brands wanting to extend their audience reach and maximize earned media on their digital video campaigns, targeting super-sharers across a broad range of platforms greatly increases their chances of success."

Sources: ClickZ, Unruly