The recent 2013 Internet & American Life Project Omnibus Survey powerfully illustrates the boom in online video. One of the most striking figures is the doubling of American adult users who have uploaded or posted videos online themselves, which has doubled over four years, leaping from 14% to 31%.
The growing popularity of posting and watching online videos, the study asserts, is a natural by-product of the increasing percentage of adults who use social network sites such as Facebook, as well as the proliferation of smart phones which make it relatively easy to watch, record, and post videos online. 72% of online adults now use social networking sites, with 71% of adults who post videos online doing so on social networking sites, and 58% of adults who watch online videos doing so there.
41% use their phones to watch video, 40% use their phones to record video, and 20% use their phones to post videos online.
Meanwhile, the percentage of online adults who watch or download videos has also grown, although not quite at the same breakneck rate, with 69% or adult internet users doing so in 2009 and 78% today. These figures include those who watch videos on a video-sharing site such as YouTube (72% of adults have done so).
Among online adults, rates of online video watching are highest among those ages 18-49, as well as those with higher educational attainment and household incomes.
As the same institute established in 2009, comedy and educational videos remain among the most widely viewed video genres, with 57% of all online adults saying they watch comedy/humorous videos and 50% of online adults saying they watch educational videos. How-to videos, however, have joined them (viewed by 56% of online adults) along with music videos. Music videos showed the largest growth in viewership between 2009 and 2013, from 32% to 50% of all online adults now watching this type of video online.