Summary of Findings:

• People consume more YouTube content than their initial thought
• Top 3 YouTube usage are: personal use, educational use, and entertainment use.
• Few reasons for reading YouTube comments are: product review, curiosity of other people's general comments, relating their thoughts, a review of the video's content, for enjoyment.
• Few reasons for not reading YouTube comments are: unnecessary, insignificant, fear, cyberbullies.
• People are usually multi-tasking when consuming YouTube content
• 50% uses PC or Laptop when consuming YouTube content; the demographics are later 20's to mid 30's.
• In secondary research, users who are in their early 20's uses mobile pre-dominantly for YouTube content.
• Survey findings: over 60% consume between 1-3 hours of content
• Survey findings: 82% read comments on a video
• Most users do not leave comments.
• Survey findings: 78% of users have clicked on a time-stamp feature within the comment to skip to a precise location in the video content.
• Most listed positive user experiences are: learning, education, and gaining new perspectives.
• Most listed negative experience are: advertisements and comment ecosystem
• 50% are open to future engagement to my project; 30% are maybe.

Key Takeaways:

• People are viewing the comment sections.
• People want a more positive online ecosystem especially in the comment section, where it is visible right away.