According to The Science of Social Video, a survey of 5,500 consumers in the UK, France, Germany, US and Australia commissioned by online video solutions provider Brightcove, 74% of consumers saw a connection between watching a video on social media and their purchase decision-making process: 46% said they had made a purchase as a result of watching a branded video on social media, and 32% had considered doing so. 

Those in the US ( 53%) were most likely to link a purchase to viewing a brand on social media, and those in France ( 39%) were least likely. 

Millennials ( 26-34 year-olds) were more likely to connect watching branded video to purchase decisions ( 84%), while over-55s were the least likely ( 30%). 

The survey also claimed that consumers were watching an average of six hours a week watching video content on social media networks alone.