Online Video – The Future of Content Marketing




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188.7 million people in the US watched 46 billion online content videos in September 2013. The average American spent more than 20 hours watching online video.

Comscore, 2013

Professionally produced video optimized for eCommerce outperforms user-generated video (UGC video) by 30%, delivering a 24.7% lift as compared with an 18.7% lift for the UGC video.

Comscore, 2012

Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.

Comscore, 2010

96% of online shoppers watch online video.

Comscore, 2010


93% of marketers used video for online marketing in 2013.

eMarketer, 2013

Approximately half of marketers who use video in email campaigns see increased click-through rates, increased time spent reading the email, and increased sharing and forwarding.

eMarketer, 2013

One out of four marketers use video in email campaigns. 43% of marketers cite lack of available video content as their reason for not using video in email campaigns, making it the top barrier to the practice.

eMarketer, 2013

51.9% of marketing professionals worldwide cite video as the type of content with the best ROI.

eMarketer, 2013

Online video is the fastest growing ad format in 2012 with nearly 55% growth.

eMarketer, 2012

45.9% of US online shoppers researched products in-store before ultimately purchasing online.

eMarketer, 2012

In-store shoppers use their smartphones to access a variety of information, with 65% of shoppers accessing the retailer’s own website, 46% of shoppers accessing a competitor’s website, and 26% of shoppers accessing comparison shopping sites such as Shopzilla and

eMarketer, 2012

The eTailing Group found that 73% of online retailers used video on product pages in 2010, up from 55% in 2009 and only 20% in 2005. 74% of the top 50 retailers used product videos, 40% used category videos, and 38% used other types of informational videos.

eMarketer, 2011

A recent study by Vision Critical found that 56% of users had seen a QR code on a product, more than in any other location.

eMarketer, 2011

Affluent consumers prefer video and search to other digital advertising formats, as 41% of affluent online shoppers reported to eMarketer that they took an action after seeing one of these two ad formats.

eMarketer, 2011

There were nearly 25 million mobile video viewers at the end of 2010, an increase of 40% over the previous year.77% of mobile video viewers report watching more mobile video than they did one year ago.

eMarketer, 2010

eMarketer senior analyst Jeffrey Grau characterizes the benefits of video as including “…a lower number of abandoned shopping carts, reduced return rates, and higher sales.”

eMarketer, 2009

Internet Retailer

According to Internet Retailer, 52% of consumers say that watching product videos makes them more confident in their online purchase decisions. When a video is information-intensive, 66% of consumers will watch the video two or more times.

Internet Retailer, 2012

Internet Retailer reports that shoppers who viewed video on Stacks and Stacks product pages were 144% more likely to add to cart than other shoppers.

Internet Retailer, 2011

A Cisco survey of US and UK consumers finds that shoppers prefer to research products online prior to making in-store purchases and recommends making video content available in-store by kiosk, touchscreen and smartphone integrations.

Internet Retailer, 2011

Shoppers who view video at convert at a 45% higher rate than other shoppers, and the site has seen a 359% year-over-year increase in video views. Product pages with video have higher conversion rates than product pages without video.

Internet Retailer, 2010

Online retailer Living Direct found that videos boosted conversion as well as increasing time on site by 9%.

Internet Retailer, 2010

Visitors who view product videos are 85% more likely to buy than visitors who do not.

Internet Retailer, 2010

Frequent online shoppers value video more heavily than other shoppers. 46% of frequent online shoppers prefer shopping on sites with video, compared with 30% of infrequent online shoppers.

Internet Retailer, 2010

Over 90% of shoppers surveyed found video useful in making purchase decisions, according to a study of Swimwear Boutique customers.

Internet Retailer, 2010 found that viewers who chose to view video converted at a 400% increase over those who did not. also credits video with decreasing returns by 25%.

Internet Retailer, December 2009

Online shoppers who viewed video had a larger shopping ticket than those who viewed traditional rich media such as flash animations.

Internet Retailer, 2009


Online media influences more than 50% of in-store sales, making cross-channel campaigns for the omnichannel shopper more critical than ever. Than number is expected to rise to 60% by 2017.

57% of consumers say that product videos make them more confident in a purchase and less likely to return an item, up from 52% a year ago.

MediaPost, 2013

Mediapost reports that product videos play a key role in consumer purchase decisions, citing a 9x increase in retail video views at the start of the 2011 holiday season.

MediaPost, 2012

According to a Motorola Solutions survey, 75% of US retailers believe that developing a more engaging in-store experience will be critical to their business in the next five years. The surveyed retailers believe that 42% of sales will come from online, mobile and social commerce by 2016.

MediaPost, 2012

The most popular use for mobile action codes, such as QR and bar codes, is linking to mobile video: 40% of codes link to video content, including product demos and the like.

MediaPost, 2012

66% of smartphone users have tried a product in-store and then purchased from another retailer online. The pattern is most pronounced in consumer electronics with 58% of users trying products in-store and then purchasing from a competitor’s website, while 40% of users did the same for shoes and apparel.

MediaPost, 2011

Retail Touchpoints

According to Retail Touchpoints, the Step2 Company found that shoppers who viewed video were 174% more likely to purchase than viewers who did not.

Retail Touchpoints Channel Innovation Awards, 2012

STORES Magazine

Online retailer told STORES Magazine that video viewing had a powerful impact on sales, citing data showing that 33% of online sales came from the 13% of site visitors who viewed video.

STORES, July 2012

Website Magazine

According to Website Magazine, video is a driver of consumer confidence. Consumers are willing to watch videos 60% of the time they are found, and 52% of consumers report that they are less likely to return a product after viewing a video.

Website Magazine, 2012

Consumer video usage on retail and brand sites hit record numbers on retail and brand sites during the 2011 holiday season. Cyber Monday video views across the Invodo network were 897% higher than 2010, and Black Friday video views showed a 337% increase.

Website Magazine, 2011

Multichannel Merchant

Video is the top function merchants plan to add to their e-commerce sites over the next 12 months, with nearly 40% planning to include videos in their online merchandising efforts.

Multichannel Merchant, 2013


Internet video traffic will be 69% of all global consumer Internet traffic in 2017.

Cisco, 2013’s State of Online Retailing Report found that product detail page enhancements including video are retailers’ top priority in 2013., 2013

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