73% of Consumers More Likely to Make a Purchase After Watching a Video [Report]

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73% of Consumers More  Likely to Make a Purchase After Watching a Video [Report]       

73% of Consumers More Likely to Make a Purchase After Watching a Video [Report]

A new survey reveals that video has an extraordinarily positive impact on  consumers during the purchase life-cycle, and in driving brand awareness and  engagement. 73% of those surveyed confirm they are more likely to buy a  product or sign up for a service if they watch a branded video that explains the  product. But it doesn’t end there, video also plays a huge role in  further research into the brand, as well as in comparison shopping and in  post-purchase information. The report, from online  video creation site, Animoto, also states that 58% of respondents  consider brands that produce video content to be more trustworthy.

Highlights of the Report

  • 96% of consumers surveyed found videos helpful for making  online purchase decisions
  • 71% of consumers surveyed confirmed watching a corporate  video left them with a positive impression of the brand, service or company
  • 73% of all consumers are more likely to make a purchase  after watching videos explaining a product or service

The Impact of Video on Consumer Sales

Of the 1,000 respondents to the survey, 96% said that video content  was useful when making purchasing decisions online. Other metrics were  also high regarding using video content for comparison shopping with 93%  surveyed confirmed they used content this way. 87% found business videos  helpful for further research into to services or products by the same  brand, and 93% turned to video for post-purchase instructions and  guidelines. Although it’s a relatively small sample, the percentage of  respondents that confirmed they used branded video to inform and guide them,  both pre and post-purchase is fantastically encouraging.

73% of Consumers More Likely to Make a Purchase After Watching a Video [Report]

Consumer Video Preferences

83% of those surveyed confirmed that the ideal length for a sales or business  video is 5 minutes or even less. Surprised that it’s as long as long? Yep,  us too. It would have been good to see some feedback on different video lengths  and viewer preferences.

In terms of what business video content would be welcome, respondents  wanted more across electronics (57%), restaurants (39%), travel (34%) and  exercise/fitness (33%). 42% wanted more descriptive or demonstrative  content such as 360 views of a product.

73% of Consumers More Likely to Make a Purchase After Watching a Video [Report]

Most Shared Kind of Video Content

Video is playing a huge part in consumer’s lives with at least 94% of  respondents watching video at least once a week from their desktop, and  76% of smartphone owners watch videos at least once a week on their mobile  devices. Viewers love to share what they’ve watched too, especially if that  video has a ‘share’ option (80%). Even more encouragingly, 89% of all  respondents are likely to share a video if they consider it educational  and 86% of all respondents are likely to share a video if there is an incentive  for sharing, such as a promotion or discount.

73% of Consumers More Likely to Make a Purchase After Watching a Video [Report]

Methodology

Animoto surveyed a representative sample of U.S. adult consumers to learn  about consumer perception and experiences with video  marketing as a promotional medium. The web-based survey was fielded December  26-30, 2013 with a sample size of 1,014 (Margin of error +/- 3 percent at a 95  percent confidence level). Download the full infographic here.

Source:  73% of Consumers More Likely to Make a Purchase After Watching a Video [Report] http://www.reelseo.com/consumers-purchase-video/#ixzz2vvURpbbz ©ReelSEO.com, All Rights Reserved Follow us: @ReelSEO on Twitter | ReelSEO on Facebook

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