A few days back I noted a ComScore study that showed:
Visibility IQ in association with Entertainment Media Research has just published a study of the UK viewing population which shows some 81% of males aged 15 – 34 now watch online video daily.The average user spends more than 21 hours per month (up 47 percent) watching more than 200 content videos (up 20 percent). Americans’ growing interest in long-form video content is evident from the growth in the average time spent watching a video, which has jumped 23 percent in the last year to 6.4 minutes.
I talked earlier with Michael Scissons of Syncapse, a fast growing marketing services company that helps big brands to navigate the social waters by providing them with a social management platform. I put it to Michael that video could be more important than social.The most frequent viewers of online videos are males aged between 15 and 34 with 81% watching videos on a daily basis. This is closely followed by students, 78% of which consume videos daily. However, consumption is not merely restricted to these groups, for example 73% of females aged 15-24 in full-time employment are watching online videos every day.
Almost six in ten internet users (57%) have gone on to purchase an item after seeing it in an online video, a figure that rises to seven in ten amongst males aged 15-34.
“A lot of people thought social was this thing,” said Michael, “a business function that they had to do well. But social is an overlay on many things, like marketing and crisis management. Video and social clearly work well together.”
Video though clearly extends a marketer’s reach and builds better conversion, more so than social. It plays a role not so different from Twitter, bringing in people who don’t necessarily want to communicate through text but who want to participate. Its use is only going to grow.
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