"People's attention is migrating from traditional to digital media, with a strong focus on online video consumption. It is an opportunity for brands to reach new touch points with the audience". This is according to a study conducted by Grupo Radar and Spotlike, an online video analytics and audience measurement tool for social media.
"Online video is the fastest growing content format on the internet on a daily basis. Ninety-six percent of Uruguayan internet users watch online video. Until now, there was no study that described the consumption of this type of content among Uruguayans", said one of the entrepreneurs in charge of Spotlike, Bruno Petcho.
The results of the report, presented Wednesday at the ORT University, show that online video consumption is on the rise among Uruguayans, especially through YouTube (95%) and Facebook (79%).
The study indicates that 29% of the time spent on the internet is spent watching videos online. In other words, of the six hours a day of internet use, two hours are spent watching videos. The younger the age group, the higher the percentage of hours spent watching videos while using the internet: 21% for the 51-65 age group versus 41% for the 12-17 age group.
New screens used
69% of those who watch online videos, according to this report, mention that they do so on portable devices (mobile phone, tablet, notebook, among others). For 36%, the most used device is the mobile phone or tablet.
"Online video is the format with the highest daily growth on the internet. 96% of Uruguayan internet users watch it".
"All those working with brands need to start thinking about the new screens as the main avenues of consumption, and then adapt that content to traditional media. The way people consume video has changed. People entertain themselves by watching content on tablets and smartphones; and they do it not only at home, but also in dead moments, in waiting rooms and while standing in line," said Petcho.
The most commonly viewed video types are humour (61%), news (49%) and tutorials (39%). Petcho explained that while people mainly choose humour content when looking for entertainment online, other types of video such as news and tutorials are frequently consumed.
"Those working with brands need to understand and leverage the content that already entertains people and leverage it by collaborating with influencers, and integrate the brand into their content," he said.
This survey was conducted by Grupo Radar with a sample of 800 internet users aged 12-65, recruited through social media ads. This sample was divided in halves between men and women and into quarters according to four age ranges: 12-17, 18-30, 31-50 and 51-65. Each "cell" was weighted according to the composition of the universe of social network users from the study "El Perfil del Internauta Uruguayo" conducted by Grupo Radar in 2015.
Connecting influencers with brands
Spotlike is the online social media video analytics and audience measurement tool that works through an automated platform where brands, influencers, and content creators connect and collaborate to leverage their ideas.
The startup was founded by Bruno Petcho (25), Nicolás Ovalle (27) and Marcelo Sanguinetti (27); who, after validating the idea at the Centro de Innovación y Emprendimientos de la Universidad ORT Uruguay(CIE), presented their project - sponsored by the Cámara Uruguaya de Tecnología e Información (CUTI) - to the Jóvenes Emprendedores programme of the Agencia Nacional de Investigación e Innovación (ANII) and got the go-ahead to start developing it from March 2016.
The entrepreneurs are looking to introduce the tool throughout Latin America, starting with Argentina, and are currently seeking investors to do so.
Source: The Observer
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