February 2013 was a miserable month for weather in the UK but an extraordinarily good month for online video. Those Brits with access to the internet (about 80%) made 10.6 billion visits to video sites compared to 868 million in February 2012. According to a new report from Experian Hitwise, 5% of all UK web traffic last month was the consumption of online video, that’s 323 million hours, which is an increase of 45% from the same time last year.
Online Video In The UK
The Experian Hitwise report shows that although people are spending less time on line per visit – average visit time is down by 20% according to year on year data – but the average visit time for video content in the UK has increased from 15 minutes and 23 seconds to 18 minutes and 15 seconds.
E-commerce sites are among the biggest winners here, with 16% of all video site visits going directly to retail websites.
YouTube, the third most popular website in Britain after Google.co.uk & Facebook, remains the biggest driver of online video traffic, accounting for 70% of all UK visits to online video sites. Brits spent 203 million hours in February 2013 watching YouTube for an average of 20 minutes each time. 20% of all UK visits to YouTube came via a mobile device using wifi compared to only 5% in 2011.
Cover image via Flickr by @Doug88888