A recent survey has shed some new light on the viewing trends for online video content with consumers – and those trends are going mobile.
The study, titled How Consumers Shop with Video from video service provider Invodo, surveyed over 1,000 respondents in Q4 2012. While the focus of the report is geared more toward B2C e-commerce organizations, it speaks volumes about the effectiveness of online video marketing – particularly when it comes to mobile.
Specifically, 69% of those surveyed said they feel online videos are “perfect for smartphone viewing as I get a quick overview of the product.” Furthermore, 58% said that it’s more convenient to watch product videos on their phones than PCs, many of which admitted to watching videos on their phones in the past year to learn more about particular products.
We can probably attribute these results to a few different factors. First, everyone has a smartphone these days – and I mean everyone. In fact, smartphones have outsold PCs for the past two years running, so obviously more people than ever are comfortable accessing content from their mobile devices. The second factor is that more businesses are now investing in video content for customers to view. Content Marketing Institute reports that 70% of B2Cs now use video as a content marketing tactic, which makes video even more popular than blogs with those organizations (which, when you think about it, is pretty incredible).
As for mobile viewing specifically, the use of QR codes in mobile marketing is another driver to consider here. The Invodo survey reports that 55% of respondents frequently scan QR codes while in a store to watch a product video. That number actually seemed kind of high to me at first, but when you consider studies reporting as many as 14 million Americans scan QR codes in a single month, it’s clear that they are more popular with consumers than many realize. Fortunately, it’s incredibly easy to create and share QR codes for Brainshark video presentations (here’s a cool success story from one of our customers).
Of course, the biggest factor contributing to the number of people watching mobile product videos is that consumers in general really like online video content. When asked how often they view videos on brand websites, 35% of respondents in the Invodo survey admitted to doing so most (if not all) of the time, with another 32% watching at least “some of the time.”
For more details on ramping up your own video marketing strategy, visit the Brainshark Marketing Benefits & Uses page.
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