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