Who really watches web video?

3 minute read

Video is a very large commitment when it comes to time, energy, and funds, so it’s important to understand who it’s for and how it’s worth it. In the below video (a case study for Hightail), you’ll see one of our editors, John Nance, discuss the reaction of our customers when they see their videos for the first time – namely the quote, “I see where I spent my money, because it’s beautiful.”

 

Online video reaches users young and old, accessed on computers and tablets, phones and smart devices like Roku – and it’s hard to argue the importance of including a video component in your marketing strategy. Invodo found that “52 percent of consumers say that watching product videos makes them more confident in online purchase decisions,” and that’s an even harder fact to argue with.

Here’s the skinny on web video viewers:

Who really watches web video? I North by Northwest Boise

49% of video viewers age 18-29 say they watch YouTube videos (PEW Internet ResearchClick to Tweet

– Over half of 25-54 year olds share video online (eMarketerClick to Tweet

48% of TV online viewers are female, up from 45% last year (Interactive Advertising BureauClick to Tweet

47% of amateur video viewers are female, up from 44% last year (Interactive Advertising BureauClick to Tweet

46% of original digital video viewers are female, up from 40% last year (Interactive Advertising BureauClick to Tweet

Four in ten young adults age 18-34 watch [original digital video] monthly, a 25% increase from 2013 (Interactive Advertising BureauClick to Tweet

 75% Of Executives Watch Work-Related Videos On Business Websites At Least Once A Week (DigitalSherpaClick to Tweet

Who really watches web video? I North by Northwest Boise

59% of senior executives would rather watch a video than read text (Forbes InsightsClick to Tweet

– Overall, 62% of online video viewers say that their favorite videos are those that are “professionally produced.” Click to Tweet

  • In all, the survey asked respondents about 10 types of online video content:
    • 37% of adult internet users say they watch or download news videos online. Click to Tweet
    • 31% say they watch or download comedy or humorous videos online. Click to Tweet
    • 22% say they watch or download music videos online. Click to Tweet
    • 22% say they watch or download educational videos online. Click to Tweet
    • 19% say they watch or download animation or cartoons online. Click to Tweet
    • 16% say they watch or download movies or TV shows online. Click to Tweet
    • 15% say they watch or download political videos online. Click to Tweet
    • 14% say they watch or download sports videos online. Click to Tweet
    • 13% say they watch or download commercials or advertisements online. Click to Tweet

(Pew Internet & American Life Project)

– 45% Of Viewers Will Stop Watching A Video After 1 Minute & 60% By 2 Minutes (DigitalSherpaClick to Tweet

– 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. (eMarketerClick to Tweet

Who really watches web video? I North by Northwest Boise

– After Visiting A Video Ad, 12% Of Viewers Purchase The Specific Product Featured In The Ad (DigitalSherpaClick to Tweet

71% confirmed that video was better at driving conversions than other type of content (ReelSEOClick to Tweet

– 22% Of Internet Users Visit The Website Named In A Video Ad They Viewed (DigitalSherpaClick to Tweet

– Ice.com found that viewers who chose to view video converted at a 400% increase over those who did not. Ice.com also credits video with decreasing returns by 25% (InvodoClick to Tweet

– 26% Of Internet Users Look For More Information After Viewing A Video Ad (DigitalSherpaClick to Tweet

– 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 (eMarketerClick to Tweet

– Real Estate Listings With Videos Receive 403% More Inquiries Than Those Without Videos (DigitalSherpaClick to Tweet

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

– Subscriber To Lead Conversation Rates Increase 51% When Video Is Included In Email Marketing Campaign (DigitalSherpaClick to Tweet

Who really watches web video? I North by Northwest Boise

– 80% Of Internet Users Remember The Video Ads They Watch Online (DigitalSherpaClick to Tweet

– 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 (MediaPostClick to Tweet

– An Introductory Company Email That Includes A Video Receives An Increase Click-Through Rate By 96% (DigitalSherpa) Click to Tweet

51.9% of marketing professionals worldwide cite video as the type of content with the best ROI (InvodoClick to Tweet

– 90% Of User Say That Seeing A Video About A Product Is Helpful In The Decision Process (DigitalSherpaClick to Tweet

——–

*A bonus, sobering fact: Consumers give up on an online video if it doesn’t load in two seconds. (University of Massachusetts Amherst and Akamai TechnologiesClick to Tweet

 

steph profile for web

About the Author

Stephanie Norell is the Marketing Director for North by Northwest’s Boise office. She loves horror movies and Pinterest, adores the classic film Xanadu, and “enjoys” disseminating her thoughts for trolls to discuss online.

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