101 Online Video Statistics


Here are 101 online video related statistics that caught our attention over the past year or so:

1. According to comScore, the total U.S. internet audience watched 43.5 billion videos in December 2011. 182 million U.S. internet users watched online video content for an average of 23.2 hours per viewer throughout the month.

2. Online video use increased to 81 percent of marketers during 2011, and 52 percent of marketers said they were using video with email marketing programs in 2011, said PRWeb.


3. A comScore press release states that when professionally-produced video and user-generated video were used in conjunction for a comScore study, lift in share of choice was 35.3% for the featured product and 28% for the brand’s total line. Alone, professionally-produced video resulted in 24.7% and 16% respectively, and user-generated video returned 18.7% and 10%.

4. Living Direct found that videos boosted conversion and increased time on site by 9%, says wooshii.

5. SEOMOZ concludes that posts with videos included will attract 3 times more in-linking domains than a plain text post.

6. It’s been shown that videos can increase the number of business profile clicks by more than 30%, business calls by 18%, website visits by 55%, incidence of purchase by 24%, according to a report by PRWeb.

7. 52% of B2B marketers are now using video, a 27% increase over 2011, said Business2Community

8. Via the Marketing Maven Blog, 64% of industrial companies are increasing their spend on online video. 46% now have video content on their Web sites.

9. As posted in a KISSmetrics blog, viewers of a product video are 64-85% more likely to buy after watching.

10. When the average order size is less than $1,000, 83% of buyers said they review three or four pieces of content. When the average order size is greater than $10,000, 70% of buyers said they review four or more content pieces, cited MarketingProfs.

11. A FOLIOMag article states that though print still represents the majority of money spent on custom media ($23.6 billion), electronic, video, and other forms of content spend reached $16.6 billion in 2011.

12. MarketingProfs indicate that 81% of engineers go online to conduct research on products.

13. Companies utilizing multiple screens – online video, mobile, and connected TV – had a 9x increase in brand recall, according to REELSEO.

14. Econsultancy reveals a study in which, the 18-34 year old demographic, brand recall and association rose 7% among viewers who had been recommended the videos versus viewers that found them by browsing. There was also a 14% increase of those who enjoyed the video following a recommendation versus those who had discovered it by browsing. Those who enjoyed a video were 97% more likely to purchase the product featured in the video.

15. REELSEO communicates that the average social video ad campaign generated a 30% increase in additional value above the media spend by being shared.

16. An eMartketer article revealed that nearly 87% of U.S. brands and agencies leveraged video for their content marketing programs.

17. People were over 2x more likely to visit a site upon seeing a video than control subjects who had not watched the video in a comScore study, reported wooshi.

18. Tubefilter suggests that Online video ads are 38% more memorable than ads on TV according to comScore.

19. Aided recall of a video ad was 74% when consumers were exposed to multiple screens – TV, PC, phone, and tablet – compared to 50% recall only by TV, according to eMarketer.

20. Invodo video stats show that video and other multi-media product viewing options were rated more effective than any other site initiatives in an Adobe survey of almost 2,000 interactive marketers.

21. Americans viewed 8.3 million video ads online in March 2012, as reported by comScore.

22. The REELMARKETER shared that Google sees an average clickthrough rate of nearly .9% for in-stream video which is almost 10x higher than the average for Flash display (.09%).

23. According to REELSEO, professionally-made content accounted for 22.1% of total online video views in 2011. The average number of professionally made videos watched by unique users increased 3.2% from the average in 2010.

24. Those exposed to banners that included online video were about 5.6 times as likely to visit a marketer’s site as those exposed to standard banners, said the MarketingProfs.

25. MediaPost found that In 2011, consumers chose to watch ads more than 2.75 billion times, up from 2 billion in 2010.

26. Direct Marketing News share poll results where 51% of online video viewers between the ages of 18-44 would look up a new product or brand if they saw it mentioned in an online video. 39% of viewers at least 55 years old also answered affirmatively. Additionally, 58% of consumers aged 18-34 that follow brands on social media would watch a video if a brand they follow posted a video.

27. eMarketer estimates that 54% of North American companies planned to invest more in videos as website content this year (2012).

28. The most popular method used by US marketers (68%) to measure video campaigns is brand engagement followed by clickthrough rates, brand awareness, direct response, and purchase intent; as shared by eMarketer.

29. Dr. James McQuivey of Forrester Research says a minute of video is worth 1.8 million words, on invodo.

30. Visible measures shares that for videos under 5 minutes, nearly 20% of watchers will abandon a video with the first 10 seconds, 33% within 30 seconds, and 44% within 60 seconds.

31. Comparing 2010 to 2011, B2B was the only industry (out of Auto, B2B, Education, Finance, Healthcare, Retail, and Travel) with a year-over-year cost per click increase said eMarketer.

32. SEO Hacker states there are 1.5 million business-oriented search queries in YouTube every week.

33. via REELSEO, over 90% of people use the Internet to research products or services before we commit to buy.

34. Video appears in 70% of the top 100 search listings, explains KISSmetrics.

35. Videos are 53 times more likely than text pages to show up on the first page of search results, GIGAmon describes

36. Econsultancy estimates videos in universal search results have a 41% higher click-through rate than plain-text results.

37. According to MediaPost, YouTube is the 2nd largest search engine after Google.

38. In January 2012, YouTube surpassed 4 billion daily video views, said REUTERS.

39. Of 3,800 social media marketers, 76% cited YouTube and video marketing as their top area for investment in 2012; it was video’s second straight year in the top spot, as cited by Brainshark.

40. In a Forbes study, it was found that: three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.

41. GIGAom estimates almost 60% of C-level and senior executives said they would watch a video before reading text on the same web page.

42. Forbes indicates,  65% of senior executives have visited a vendor’s website after watching a video.

43. More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often, says Forbes.

44. Forbes surveys asked about their preferred length of work-related videos, nearly half (47%) the senior executives in the survey said between 3-5 minutes.

45. As cited by the Web Video Marketing Council,  73% of US B2B information-gatherers who went online to conduct purchase research turned to a search engine to do so.

46. 28% of C-suite execs used mobile devices and 21% used tablets to gather purchase information, compared to 25% and 12% of the general B2B audience, respectively. More than half (59%) of US B2B purchase decision-makers had used a smartphone to gather information, according to the Web Video Marketing Council.

47. The Web Video Marketing Council point out that 52% of senior executives say their tablet is replacing their use of a PC or laptop; 25% say their tablet is replacing their TV.

48. 81% of senior marketing executives now use online video content in their marketing programs, up from 70% in 2011, as reported by MarketingProfs.

49. MarketingProfs report that 52% of senior marketing executives are using video content in email campaigns.

50. Via MarketingProfs, 33% of marketing executives cite lead generation as a key application of video content marketing.

51. 64% of senior marketing executives forecast an uptick in video marketing budgets in 2012 compared with prior-year spending, according to MarketingProfs.

52. Video Nuze found that when YuMe layered a TV and online campaign, 6 million more people in the 35-54 age range were reached via the online campaign that weren’t by the TV campaign, a 7% lift. Those exposed to the campaign 3+ times rose by 31% and those exposed 6+ times rose by 52%. CPM was reduced by 11% and GRPs increased by 34%. Brand recall and message recall rose 36% and 44% respectively.

53. In a marketing sherpa article: regularly posting videos helped the company’s website receive 200% to 300% more monthly unique visitors and a 100% longer average time-on-site spent per visitor. The average time spent on pages with videos was 3 minutes compared to 1 minute and 30 seconds averaged on pages without videos.

54. According to several case studies, videos on landing pages have increased conversion rates by 32%, 86%, and 130.5%, says the MarketingTech blog.

55. A case sudy on unbounce states that Vidyard lifted conversion rates by 100% with video on landing pages in lightbox modal popup. The average conversion rate was 6.5% without video, 11% with video embedded in the page, and 13% with video in lightbox modal popup.

56. A blog article on wooshii declares that Stacksandstacks.com reported that visitors were 144% more likely to buy a product after seeing a video of the product than those who didn’t.

57. In December of 2009, Ice.com found that viewers who chose to view video converted at a 400% increase over those who didn’t. The site also credited video with decreasing returns by 25%, acccording to wooshii.

58. Invodo tells us that Product pages with video have higher conversion rates than product pages without video for Onlineshoes.com. The site saw a year-over-year increase of 359% in video views.

59. Shoeline.com experienced a 44% increase in online sales conversions by using videos to showcase their products, says wooshii.

60. Living Direct found that videos boosted conversion and increased time on site by 9%, according to wooshii.

61. Wooshii informs us that Pegasus Lighting increased conversion by 27% with on-site video.

62. Zappos saw increases of 6% to 30% in sales for their products that had a video accompaniment, explains iMPACT.

63. TV plus mobile (smartphone and tablet) exposures for the film Contraband provided a 69% lift in aided brand recall, a 617% lift in unaided brand recall, a 450% lift in the viewer’s likelihood to search for more information on the film and a 72% lift in purchase intent, states a MediaPost article.

64. eMarketer expects a 55% growth for online video, the fastest-growing ad format, in 2012.

65. Video’s share in US Online Ad Spending is expected to be 7.9% in 2012 and 15% in 2016, says eMarketer.

66. Via AdAge, Mobile ad spending is expected to grow by 80% in 2012 and reach $2.61 billion.

67. Cisco Systems estimates that 90% of web traffic will be driven by video by the end of 2013, estimates One Spoon At A Time.

68. eConsultancy says: Cisco expects video to account for 57% of consumer internet traffic by 2015, nearly four times as much as regular web browsing and email.

69. Mobile traffic is set to increase 18-fold by 2016, explains eConsultancy.

70. iMPACT branding & design estimates that by 2014, there will be more mobile internet users than laptop and desktop users.

71. The Web Video Marketing Council predicts that by 2015, more U.S. Internet users will access the web via mobile devices than through PCs.

72. By 2015, companies will generate 50% of web sales via their social presence and mobile apps. Followers are 3 times more likely to click on your ads or read your marketing promotions and up to 2.5 times more likely to purchase products from you, quotes a U TALK MARKETING article.

73. Beet.TV shares that 112.5 million adults, or one-third of the adult population will own a tablet by 2016 according to Forrester.

74. via socialmediatoday, 65% of marketers plan to reallocate campaign dollars from TV to online video in 2012 and over 25% see online and mobile video as the two areas that will see the overall largest spend increase this and next year.

75. From 2011 to 2012, the perception of video’s effectiveness increased by 36% as rated by marketers who used video, states the cm institute.

76. FOLIOmag.com says video is used by 52% of marketers doing custom content marketing.

77. In a December 2011 survey, 49% of marketers said they planned to increase spending in video in 2012 according to ValueClick.

78. Schwartz Communications explains that according to a March 2012 survey, 49% of companies plan to increase their content marketing spending in the next 12 months.

79. According to eConsultancy, 29.9% of people say they would watch more online video content if the quality of content were higher and 26.4% would watch more if their access were more flexible (i.e., the ability to watch anywhere, anytime, from any device).

80. The two biggest challenges to content marketing listed by B2B companies: 41% of companies said their content is not engaging enough and 20% have trouble producing enough content, says Schwartz Communications.

81. Marketing sherpa indicates that CMOs see social media and mobile smartphone and tablet adoption as the top 2 trends to most affect future email marketing.

82. 50% of smartphone users watch web video on their mobile device quotes Rossiter & Co.

83. Wooshii mentioned that online video accounts for half of all mobile traffic.

84. CBR reveals that by the end of 2011, nearly 15% of U.S. mobile users also had tablets.

85. Nearly 42% of Americans now have smartphones and 55.2% of mobile users engage with mobile media (February 2012), cites appolicious.

86. Rotisser & Co. points out that people who view videos on tablets and phones watch videos, on average, 2.5 times longer than they do when viewing on a desktop.

87. Mobile phones generate a 4.5x higher clickthrough rate than online video, according to REEL SEO.

88. MediaPost shares that mobile video campaigns can increase unaided brand awareness by as much as 4 times when compared to traditional online video campaigns.

89. 75% of U.S. smartphone owners watch online video on their smartphones and 26% do so every day, a Google article reveals.

90. The number of marketers using in-stream video in their mobile campaigns has grown 22% quarter over quarter, and now 93% of advertisers are using in-stream mobile video, up from 76% in the fourth quarter of 2011 across Rhythm’s network, said the Mobile Video Marketing Council.

91. Mobile Video Marketing Council says engagement rates with mobile video average about 89% for both 15- and 30-second ads.

92. More than 110 million Americans, or one-third of the total U.S. population, will watch video content on a mobile phone at least once per month by 2016. This year, just under 20% of the population, or 25.2% of U.S. mobile phone users, are expected to watch mobile video monthly, indicates eMarketer.

93. Adding video to email marketing increases customers’ interaction by as much as 200-300%, discusses slideshare.

94. According to Invodo, video in email marketing has been shown to increase click-through rates by over 96%. In response, the number of marketers planning to use video in email campaigns has increased 5x since the beginning of 2009.

96. Video in an introductory email campaign led to a 75% reduction in subscriber opt-outs for marketing automation provider Eloqua, explains Invodo.

 97. Invodo points out that in one campaign, video in an email campaign drove a 51% increase in subscriber-to-lead conversion.

98. Get Response says that from over 800,000 emails sent from GetResponse Pro accounts, emails with video received 5.6% higher open rates on average and 96.38% higher click-through rates than emails without video.

99. When taking into account the animated .GIF and animated .PNG formats, the reach of video in email is in excess of 90% of a sender’s list in some cases, quotes REEL SEO.

100. PRWeb mentions that 88 percent of interactive marketing professionals indicated that integrating video with email marketing has had a positive effect on their email marketing efforts. In addition, 72 percent believed that buyers were more likely to purchase or convert after viewing an email campaign that incorporated video.

101. MarketingProfs estimate that 76% of senior marketing executives say campaigns that integrate video and email generate higher click-through rates.




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