16-34s lead the vlogging trend

Vloggers have quickly emerged as the newest celebrities of the digital age, commanding vast numbers of followers and enjoying ever broader media profiles.

Globally, some 42% of internet users say that they have watched a vlog within the last month. And with a further 23% saying that they have viewed one at some earlier point, that’s two thirds of online adults who have engaged with vlogging in some form – a serious achievement for such a relatively new activity.

Figures are pretty even by gender and income, albeit with slight peaks among men and the top quartile. Far bigger variation occurs by age; as might be expected, younger internet users have a significant lead over their older counterparts.

Interestingly, 16-24s and 25-34s post exactly the same figure (50%), offering some pause-for-thought given that vlogging is an activity usually associated with the very youngest groups. Even the 35-44s aren’t far behind on 40%, reflecting how ubiquitous this activity is becoming.That said, it’s important to note that vlogs have hardly any impact over purchasing decisions; we might be watching them, but we’re not yet using them to research brands or products. Clearly, consumers see vlogs as sources of entertainment and advice, not commercial information.