Research results just published by digital marketing agency Visibility IQ would appear to confirm what the savvy marketeer already knows: social video is an important driver for engagement and purchase behaviour amongst online consumers.
The research, conducted by Entertainment Media Research Ltd, was based upon interviews with more than 2,600 consumers between the ages of 15 and 64. Although the research was conducted within the UK, the results are likely to be mirrored in any markets where broadband provision is good and Internet access widespread.
The key findings of the research are as follows:
78% of UK adults who use the internet watch an online video every week. The most popular being 'personal interest or hobby' genres, which were watched by 54% of users every week. But consumers also watch online video for many other reasons, such as news (48%), music videos (45%) and movie trailers (37%).
When you start to look specifically at interest groups then the viewing incidence really rockets: 32% of users watch videos related to gaming every week, this increases to 48% amongst people who consider themselves to be ‘gamers’.
Online video is most frequently watched by males aged between 15 and 34, with 81% watching videos on a daily basis. Students are next on the list, with 78% consumption, and females between 15 and 24 are third on 73%.
When it comes to the audience reach of brand-related social video, 46% watch these every week. Some 36% also watch product demonstration videos on a weekly basis, and 20% watch general instructional videos. 33% watch TV commercials this way, and 22% branded entertainment video.
There is also little doubt that online social video is driving consumer purchasing, with 96% of those who watch product demonstrations doing so as they were considering a purchase; 57% going on to purchase the item in question. In males between the ages of 15 and 34, this purchase figure rises to seven out of ten. 71% of purchasers following a video view will have done so before, and 40% of males in the 20-34 age group have bought at least 5 items after watching product videos.
The main video discovery platforms are YouTube (67% using site every week), Facebook (56%) and Google (52%).