November 5, 2009

Online Retailers' Adoption Of Online Video Content Is Ahead Of Consumers' Preferences

by Patti Freeman Evans

with Cristina Bugnaru, Brendan McGowan

Executive Summary (This is a document excerpt)

Sixty-eight percent of the top 50 Internet retailers use video content on their Web sites, compared with 18% in 2008. Online retailers are committed to making product videos central to their merchandising and marketing strategies because of the positive return on investment (ROI) that this visual feature generates. While only 16% of online buyers watch product videos on retailer Web sites, 64% of those consumers who do have found these videos to be very useful. Retailers should focus on understanding drivers of consumer usage and find appropriate contextual uses for product videos by integrating them into the overall eCommerce experience.

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