user-generated content inquiry topline results from:mark orne daniel christman prepared for: grouper...

User-Generated Content InquiryTopline Results

From: Mark Orne Daniel Christman

Prepared for: Grouper Due Diligence

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User-Generated Content Inquiry

Initial Takeaways

• YouTube remains the leader in usage by those familiar video sharing sites (p. 4 & 5)

– 85% of those familiar with video sharing sites visited YouTube; iFilm is a distant second with 16%; Grouper lags with 4%

– MetaCafe users visit 11.2 times per month, YouTube users visit 10.7 times per month, Grouper users visit 7.8 times per month

• A minority (28%) of all site users post content (p. 5)

• Grouper is well positioned on awareness amongst those familiar with video sites (p. 7)

– Although YouTube and iFilm lead with 93% and 50% respectively, Grouper is tied for third with 33% awareness

• Grouper-users place greater emphasis on its differentiated features (p. 8)

– Grouper and YouTube rate similarly on performance for basic features, including ease-of-use and types of videos posted

– Grouper stands-out for visual quality, ability to post to MySpace, use amongst respondents’ friends, choice of ads, and editing software

• Grouper’s features are comparably appealing to users and non-users (p. 9)

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Initial Takeaways (continued)

• Grouper’ users give the service higher overall marks than do YouTube’s users (p. 10)

– 49% rate Grouper as “Great,” 38% rate YouTube as “Great”

• A minority of users (22%) download content for transfer to portable devices (p. 11)

• Most users (63%) share video links with friends, driving growth in these sites (p. 11)

• Indiscriminate addition of ads decreases interest. But ads interspersed every four videos can increase likelihood of use (p. 12)

Methodology

• 2 separate studies. One conducted to determine incidence rates (n=10,316). One conducted to gauge attitudes and usage of competing video-sharing websites (n=748). Both were conducted 7/28-7/31.

• The incidence check tells us that men are 1.6 times more likely than women to be aware of video-sharing websites (61% vs. 39%). The demographics of the main study are weighted to match.

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Incidence

YouTube 85%

ifilm 16%

AddictingClips 7%

MetaCafe 7%

TagWorld 6%

VideoEgg 5%

Grouper 4%

GUBA 3%

REVVER 3%

veoh 3%

• Of the 10,000 adults interviewed between 7/28 – 7/31, slightly more than 5,000 were aware of online video sharing

• 85% of the 5,000 that were aware of video sharing sites had visited YouTube in the last 3 months

N.B. The data in this table are NOT weighted and as such, this table should not be directly compared to the other tables in this report. It is based to those aware of video-sharing sites.

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On average, how often do you go onto each site each month?

Total Male Female 13-24 25-34 35-54

Yes 28% 39% 12% 24% 36% 19%

No 72% 61% 88% 76% 64% 81%

Have you ever posted video?

Mean

MetaCafe 11.2

YouTube 10.7

VideoEgg 10.0

TagWorld 9.8

veoh 9.3

REVVER 9.2

AddictingClips 8.6

ifilm 7.9

Grouper 7.8

GUBA 7.5

Total 8.2

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Total

Male 61%

Female 39%

13-24 43%

25-34 44%

35-54 13%

Grouper (Quota)

29%

You Tube (Quota)

66%

Uploaders (Ever posted to “Share” site)

28%

Heavy Downloaders (25+ site visits monthly)

12%

Early Adopters(Started sharing >6mo)

27%

Late Adopters(Started sharing <6mo)

73%

Viral(Recommended site to >9 friends)

23%

This table provides demographics for the 748 respondents allowed to continue the survey after an initial battery of questions that screened for age, gender, awareness, and usage of video-sharing websites. By capturing screener data, we are able to weight our data to match “true” demographics and thus adjust for the bias (primarily gender) associated with online sampling.

This table as well as all remaining tables are based to the 748 “UGC” respondents.

Main Survey Sample Demographics

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YouTube 93% 91% 97% 97% 89% 93%

ifilm 50% 61% 34% 45% 55% 51%

TagWorld 33% 39% 24% 32% 37% 28%

MetaCafe 33% 43% 16% 30% 39% 19%

Grouper 33% 43% 16% 27% 41% 24%

VideoEgg 31% 41% 14% 24% 36% 36%

AddictingClips 28% 36% 15% 27% 30% 25%

GUBA 25% 35% 8% 19% 30% 25%

REVVER 21% 30% 7% 20% 24% 13%

Veoh 19% 27% 7% 17% 23% 16%

Which sites have you heard of?

Among consumers familiar with video-sharing (all 748 respondents), awareness of Grouper is solid, tied for third after YouTube and ifilm.

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Total Grouper YouTube Uploaders

Easy to use 44% 45% 44% 45%

Videos download quickly 38% 39% 36% 38%

Easy to find videos looking for 37% 38% 36% 41%

Like types of posted videos 35% 35% 35% 38%

Like variety of posted videos 35% 35% 35% 35%

Good visual quality 32% 40% 28% 39%

Few rules/restrictions 29% 35% 26% 38%

Easy to post to MySpace etc. 28% 43% 22% 41%

Site my friends use 24% 38% 18% 37%

Site used by most people overall 23% 35% 19% 39%

Ads aren’t annoying 23% 31% 20% 32%

On-site editing software is useful 19% 32% 13% 33%

How important are the features? Summary of “Extremely Important”

While scores are similar for Grouper and YouTube on basic features, we see that Grouper users respond well to differentiated features.

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Total Grouper

Video creation/editing tools 52% 55%

Private video sharing 52% 55%

P2P file exchange 50% 48%

Easy downloading to iPod 49% 55%

1-click publishing to MySpace etc. 48% 43%

Web-cam realtime recording 44% 47%

Music video/lip-sync 41% 50%

Webcam video comments 35% 44%

Smart address book 30% 43%

Are Grouper-style features considered valuable?

The fact that Grouper’s features are comparably appealing to users and non-users is a positive sign that these features could be used to entice users of competing sites to migrate.

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It’s great 41% 49% 38% 52%

Good but needs some improvement 41% 42% 41% 42%

Okay but has issues 4% 4% 5% 4%

Don’t really like it 1% 1% 2% *

Extremely dislike it * - * -

Haven’t really used it enough 12% 4% 15% 2%

Which of the following best describes your opinion of your favorite video-sharing site?


It’s easy 75% 77% 72% 78%

Does what I need it to 58% 51% 61% 57%

My friends use it 33% 45% 28% 42%

Best for sharing with a lot of people 23% 23% 24% 32%

It’s where I have my videos stored 14% 30% 7% 28%

If yours isn’t “great” or “good”, why not try another site?

Grouper receives higher marks than the competition. However, conversion requires overcoming view held by users of competitor sites that “less than good” services are still “good enough”

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Yes 22% 29% 11% 22% 23% 17%

No 78% 71% 89% 78% 77% 83%

Have you ever downloaded video from a UGC site to a portable device?


Yes 63% 65% 61% 58% 68% 66%

No 37% 35% 39% 42% 32% 34%

Have you ever sent a friend a link to a video in an email?

Likelihood of emailing links makes these sites highly viral

Portability is not critical for user generated video

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Total

I do not like this type of ad 35%

I would wait for it to finish 30%

I would still use the website, but less 25%

I would close the window 20%

I might watch the ad if I could pick the subject 19%

I would not return to a site with this kind of ad 14%

I like this type of ad 11%

Reaction to a :10 commercial played before video?

Total

I would still be unlikely to use the site 46%

I would be somewhat more likely to use the site 39%

I would be much more likely to use the site 27%

What if it played only once out of every four videos?

Indiscriminate addition of ads decreases interest. But ads interspersed every four videos can increase likelihood of use.

Note: Question was “multiple response” yielding answers greater than 100%

user-generated content inquiry topline results from:mark orne daniel christman prepared for: grouper...

Documents

grouper users

youtube users

awareness grouperusers

video sites

site users

aware of video sharing

rate grouper

familiar video sharing