As part of the media mix I look for placing our client ads in specific topic level areas and places where our ideal customer hangs out.. when I look at specific topic level areas I am referring to search...when someone searches for pay per click, they are seeking pay per click. Demographics are the drivers when trying to find places to advertise. Research by Jupiter Research and iprospect:
Youtube appears to skew male. 28% of the men visit the site at least 1x per month compared to 12% for women.
68% of 18-24 year olds visited myspace.com over the past month vs 65% for Youtube and 42% for Facebook.
On a side note they mention at 90% of visitors to social networking sites, don't post. Its the vocal 10%.
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