A survey of Irish YouTube users has found that entertainment and education are the top reasons for using the website.
The survey, which is the first comprehensive survey to be undertaken among YouTube users across Ireland found that 91% of users use YouTube for entertainment, 69% use it to learn and keep up to date while 53% use it for social purposes or sharing with friends.
The most popular videos watched in Ireland are music videos (67%), comedy (52%) and 'How-to/DIY" videos (42%).
An interesting profile of YouTube users emerges in the research, as Irish users of the popular site do not match the stereotypical profile of internet users, who are often portrayed as anti-social and tied to their devices.
The survey found that YouTube users are twice as likely to go to the cinema and nearly three times more likely to attend live events than non-users of the site.
YouTube is also popular with older internet users - 44% of users are aged 35 or over and is equally popular with men and women.
Presenting the results of the survey in Dublin today, Ruth McEntee, YouTube Industry Manager, said; "Irish YouTube users are more digitally active consumers than non-users of the site.
"They are nearly three times more likely to buy or download digital music, movies or books; three times more likely to buy electronics, gadgets or other devices and are nearly twice as likely to buy apps for their smartphone or tablet."
These digitally active consumers are also opinion leaders. They are twice as likely to be the first to try new products, almost twice as likely to rate products, services or restaurants online, and more likely to tell others about brands they love.
Users also actively share content. 63% of Irish YouTube users talk about what they saw on YouTube with their peers and 46% post a comment or review on a blog, forum or message board.
The study was conducted in 29 markets across the globe and the figures show that Irish users are at least 20% more likely to share links or talk about what they've seen on YouTube with their friends compared to their UK counterparts.
