Product Videos Found Boosting Purchase Confidence Among Viewers

March 30, 2012

invodo-online-retail-product-videos-march2012.jpgOnline product viewers can have a powerful impression on consumers, according to [download page] a March 2012 report from the e-tailing group, sponsored by Invodo. 51% of respondents, who qualified by having watched product videos on retail or brand manufacturer websites, said that they have more confidence in the purchases they make after watching a related video onsite. A similar 52% said that they are more confident when they watch a product video in advance of making a purchase online, and therefore are less likely to return that product. Videos have other benefits, too: they are said to enhance a site’s stickiness, boost engagement, and promote loyalty by more than 2 in 5 viewers.

Viewers Happy to Invest Time

Survey respondents appear happy to spend a relatively long amount of time watching product videos. In fact, more than 3 in 5 say they will spend at least 2 minutes watching a video that educates them about a category they are planning to purchase, including 37% who will watch for more than 3 minutes. Similarly, 57% will spend at least 2 minutes watching product videos that include a demonstration, although consumers appear less willing to invest as much time for videos supporting a brand’s value proposition, or videos that discuss products without including a demonstration.

Viewers will also watch videos multiple times before making a purchase: roughly two-thirds will watch information-intensive product videos at least two (32%) or more (34%) times.

Professionally Produced Videos Preferred, but UGC Combination Powerful

Although recent BazaarVoice survey results show that user-generated content has become a big influencer on purchase decisions, particularly among Millennials, product video viewers are more likely to prefer watching professionally produced videos because they are more polished (53%) than to watch user-generated videos from peers that they find authentic (41%). They are also slightly more likely to purchase a product after watching a professionally-produced video than after a user-generated one (35% vs. 30%).

March 2012 results from acomScore and EXPO study appear to confirm this preference, with some caveats. The study evaluated a campaign that included a combination of a professionally produced video and a user-generated video among consumers participating in a veiled exercise, finding that the professionally produced video generated a 24.7 point lift in share of choice for the featured product, and a 16 point lift for the brand’s total line. By comparison, the user-generated video generated a 18.7 point lift in share of choice for the product, and a 10 point lift for the total line. Of note, though, is that the two appear to work very well in combination: when exposed to both video types, lift in share of choice for the featured product rose 35.3 points, also increasing 28 points for the total line.

Similarly, when looking at a second group of consumers, although the user-generated video outperformed the professionally-produced video in responses such as emotional intensity (84% vs. 77%), key message communication (60% vs. 55%), and ease to relate (83% vs. 79%), the proportion of the audience exhibiting these responses was higher when viewing a combination of the videos.

Other Findings:

  • When asked the best way to make them aware that a video is available on a product page, the largest proportion of e-tailing group survey respondents chose a button indicating one can view a video (64%), ahead of the video player being embedded in the product page (61%).
  • One-third of respondents said that in the past 3 months they had viewed a product video by clicking within an email they had received.
  • Most YouTube (66%) and Facebook (57%) users have watched a product video within those social networks.
  • 49% of smartphone owners and 61% of tablet owners have watched a product video on their device in the past 3 months.
  • Respondents watch product videos 60% of the time they encounter them on websites.

About the Data: The e-tailing group data is based on an online survey fielded to 1,039 consumers (50% female/50% male) in November 2011. comScore’s Share of Choice metric quantifies the ability of an ad to influence brand preference and has been shown to be predictive of advertising-induced sales. The metric captures actual consumer preference for a brand among a competitive set. Therefore, lifts in Share of Choice have been proven to strongly correlate with in-market sales lifts.

Explore More Articles.

Marketing Charts Logo

Get more charts in your inbox.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This