August 27, 2008
Sharpe Partners Announces Findings of First Ever Research on Active Online Video Sharers
NEW YORK, Aug. 27 /PRNewswire/ -- Sharpe Partners, an award-winning digital marketing agency in New York City, announced today the results from the first ever study that examines the behavior of active online video sharers, which the study identifies as "Super Sharers." Sharpe Partners surveyed 865 individuals that fit the Super Sharer profile and found that 75% are finding ways to skip ads.
According to Forrester Technographics, over 80% of the U.S. online population has not shared a video online. This spurred Kathy Sharpe, CEO of Sharpe Partners, to find the less than 20% that do share online videos for the study since there has never been any in-depth research on the behavior of this particular group.
The Super Sharers are identified as males and females between 18 and 40 years old, with at least a high school level of education, a PC user with Windows XP or Vista and broadband access, own and use a video camera, a digital camera with video capabilities, and/or cell phone with video capabilities, and have shared at least five videos online in the past 12 months.
Following are other interesting findings from the Super Sharers study:
-- Super Sharers aren't just kids: 50% of respondents who fit the category are between ages 27 and 40. The other 50% are between ages 18 and 26.
-- Super Sharers have jobs and money: Out of the 865 respondents, 17% earn more than 100k/year.
-- Super Sharers live on online communities: 90% are members of one or more community site led by MySpace or Facebook.
-- Sharing video is about sharing real life experiences: Only 32% are using video as a creative outlet.
-- Video is now a consumer communication tool: on average, participants shared 19 videos in the past year.
-- Super Sharers use both sites and email: Sites are a first choice, but many videos are shared "privately" (60% send them as email attachments).
'This study answers questions that marketers ask since social networks and user-generated content are accounting for so much more of consumers' time," said Sharpe. "Understanding the behavior of these individuals, the Super Sharers, helps us understand how to motivate them to support brands, and hopefully grow this behavior among those who are less involved. Both are essential for a brand marketer to succeed in the user-generated content space."
The complete results from Sharpe Partners' online video sharing study are available upon request to members of the media. To request the complete results, please contact Joe Vasquez at [email protected], or Chris Thatcher at [email protected]
About Sharpe Partners
Sharpe Partners has been delivering a unique blend of results-driven, award-winning interactive marketing solutions to Fortune 500 companies since 1999. The agency specializes in the development of digital marketing campaigns that are based on strategy and extensive research, using a knowledge-based approach to help its clients build brands and sell products through Web site and wireless development, email programs, and online advertising and promotions.