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U.K. Viewers Place Their Trust in Online Video Reviews: Survey
When consumers need to learn a new skill or find a worthwhile product, they turn to online video, and YouTube leads the pack.

The results of a survey commissioned by London-based multichannel network BuzzMyVideos shows that U.K. citizens trust online video product reviews more than those in other media.

Nearly half of those surveyed said that online video reviews were their most-trusted source for product information. Magazine reviews were preferred by 23 percent, TV reviews by 14 percent, and radio reviews by 2 percent.

Online video puts products and services in a good light: 93 percent of those surveyed had positive feelings about any products or services they saw featured in a video. Additionally 89 percent said they were more likely to buy something after seeing it in an online video.

Online video is also an important source of information for do-it-yourselfers: All age groups said that online video was an important tool for learning how to do things, with over a quarter of all 16- to 45-year-olds saying that they turned to online video multiple times per week to learn new skills. Even more (41 percent) check in every week, and 10 percent do so daily.

Viewers overwhelmingly watch those videos on YouTube: 87 percent said they turn to YouTube first. Facebook is gaining ground, with 45 percent viewing on the social network. All other video sources combined attracted only 17 percent of the respondents.

The survey found some regional differences in viewing tastes: the North East showed a preference for music videos, while the East Midlands opted more for comedy.

The survey was conducted by OnePoll, which questioned 500 U.K. consumers between the ages of 16 and 45 in April, 2015.