NEWS21 November 2016

Three quarters of consumers link social video viewing to purchase decisions

Media News North America Trends

US — Seventy four per cent of consumers say that there is a connection between watching a video on social media and their purchase decision-making process.

Person watching video on mobile phone_Crop

That is according to research commissioned by Brightcove, an online video solutions provider. 

The survey, of 5,500 consumers across the UK, France, Germany, US and Australia, revealed that 46% of social video viewers had made a purchase as a result of watching a branded video on social media, and 32% have considered doing so. 

The research also revealed that 81% of consumers currently interact with brands on social media, and 43% have done so through watching branded video. 

Nearly eight in 10 ( 79%) of consumers agree that video is the easiest way to get to know a brand online, and when asked to reveal their number one choice of branded content on social networks, video was the most popular answer ( 31%). 

The findings also suggested a rise in consumption of social video in recent months, with the average consumer now watching 49 minutes of social video every day, 67% of respondents claiming that they watch more video on social networks than they did a year ago, and 60% of viewers expecting the amount of social video they watch to continue to rise over the next year. 

“When it comes to successful online video there’s certainly no such thing as ‘one size fits all’," said David Mendels, CEO of Brightcove.

"With so many social networks to be visible on, and each one having its own technology and culture, delivering the relevant, timely and tailored viewing experiences that consumers demand can be a complex task.

"Brands need to be able to quickly and easily serve, manage, measure and adapt their video content across the ever-evolving landscape of social networks – not to mention their owned and operated properties.”