Trends Report

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

November 5th, 2009
Patti Freeman Evans, null
Patti Freeman Evans
With contributors:
Cristina Bugnaru , Brendan McGowan

Summary

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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