One-Third of Web Video Seen On YouTube

YouTube accounted for one-third of the 9.8 billion videos viewed online in the United States during the month of January, according to online measurement firm comScore. The total number of videos viewed in January was down slightly from the more than 10.1 billion viewed during a record-breaking December 2007, it adds.

Google-owned websites once again ranked as the top U.S. video property in January with nearly 3.4 billion videos viewed (34.3 percent share of videos), gaining 1.7 share points versus the previous month. YouTube accounted for more than 96 percent of all videos viewed at the property, comScore says. Fox Interactive Media ranked second with 584 million (6 percent), followed by Yahoo! sites with 315 million (3.2 percent) and Microsoft Sites with 199 million (2 percent), it adds.

More than 139 million U.S. Internet users spent an average of 206 minutes per person viewing online video in January, comScore says. Google Sites also attracted the most viewers (80 million), where they spent an average of 110 minutes watching video. Fox Interactive attracted the second most viewers (53.9 million), followed by Yahoo! Sites (36.3 million) and AOL (21.9 million), it adds.

Other notable findings from January 2008 include:

• More than three-quarters of the total U.S. Internet audience (75.7 percent) viewed online video. 78.5 million viewers watched 3.25 billion videos on YouTube.com (41.4 videos per viewer).
• 49.4 million viewers watched 534 million videos on MySpace.com (10.8 videos per viewer).
• The average online video duration was 2.9 minutes.
• The average online video viewer consumed 70 videos.

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Branding Matters -- Even When Searching

Web searchers who evaluated identical search-engine results overwhelmingly favored Yahoo! and Google, providing evidence that branding matters as much on the Internet as off, according to a Penn State study.

Researchers in the College of Information Sciences and Technology (IST) copied Google results pages from four different e-commerce queries, ascribing them to four different search engines -- Google, MSN Live Search, Yahoo! and an in-house engine created for the study. Then the researchers showed the pages to 32 study participants who were asked to evaluate the engines’ performance in returning relevant results.

The queries included “camping Mexico,” “laser removal,” “manufactured home” and “techno music.”

Despite the results pages being identical in content and presentation, participants indicated that Yahoo! and Google outperformed MSN Live Search and the in-house search engine.

“Given that there was no difference in the results, all of the search engines should have had the exact same score,” says Jim Jansen, assistant professor and lead researcher. “Some emotional branding is having an effect here.” Jansen and co-author, Mimi Zhang, an IST graduate student, detailed the study in a paper, “The Effect of Brand Awareness on the Evaluation of Search Engine Results,” at the recent Computer/Human Interaction 2007 Conference in San Jose, Calif.
The researchers were motivated to understand why Web users gravitate toward a handful of search engines when there are about 4,000 search engines that have similar technologies and similar interfaces. The performance -- defined as the ratio of relevant documents to the total number returned at some point in the results listing -- of those search engines also is practically the same.

To determine each engine's “performance,” participants rated the returned results on a three-
point scale: very relevant, somewhat relevant, and not relevant. After averaging the scores, the researcher determined an average -- about 36 percent of all results were judged relevant to the query.

The researchers then looked at each engine’s “score” to determine whether it fell above or below the average.

Participants ranked results from Yahoo! more relevant across the four queries.

Given that many of the participants said they used Google to search, Jansen says he was surprised that Yahoo! came out on top. Its total scores were 15 percent above the average for the four queries while Google’s total scores were just 0.7 percent above the average. Future research will consider whether participants “carried over” satisfaction with other products when ranking search engines, Jansen says.

AI2RS, the search engine created in-house with no brand-name recognition, fared the worst. The researchers calculated its average precision rating as 10 percent below the average although AI2RS had the highest score when the query was “laser removal.”

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The Top of Search Engines

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