UK YouTube viewers are a highly sociable bunch according to the latest findings from Google-commissioned research. Far from spending all day in their rooms with the curtains drawn, they’re twice as likely to go to the cinema or sporting events than non-YouTube viewers. They’re four times as likely to go to concerts. They’re also older than you’d expect, with 90% of YouTube viewers aged 18 or over and 50% older than 35. Just 10% are aged 13-17, demonstrating that YouTube reaches people across all demographics.

The study was carried out to help brands understand more about the YouTube audience and how best to create relevant content for them.

The research also looked at the most popular content on YouTube and found that it’s not all about ‘Sing it Kitty’. Many of us are using YouTube to find out how to put up shelves. DIY is the third most popular channel on YouTube, preceded only by music and comedy.

As well as being handy around the house, they are very vocal within their peer group. The study reveals the extent of YouTubers’ influence among peers. YouTubers are brand evangelists who tend to tell everyone about a brand they love: 58% of UK users do this compared to 33% of non-users. YouTubers are nearly three times more likely to rate products, services or restaurants online than non-users, for instance.

They’re also willing to pay for content, which contradicts the popular belief that they expect all online content to be free. They are, in fact, twice as likely to buy digital movies, books and music and five times more likely to buy video games – another insight which could prove valuable to brands.

David Black, Director of Branding for Google UK, comments: “YouTube is increasingly shaping what matters in content and culture today. Each month more than a billion people come to YouTube to find content they love – from fashion, to music, to food. This research highlights the opportunities for brands to engage with a passionate and influential community of fans.”