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The Role of Video 
in the Smartphone 
Purchase Process
EXECUTIVE SUMMARY                        Video’s Role in the Consumer Journey                        Video is effective th...
METHODOLOGY                         Goal is to better understand how consumers use video to                         resear...
Videoʼs role in theconsumer journey
Video is                                                                                               effective          ...
THE CONSUMER JOURNEY                                                                                              Smartpho...
DEVICE DEMOCRACYSmartphone shoppers conduct research on threescreens, generally opting for the best screenavailable. Devic...
INITIAL CONSIDERATIONVideo introduces smartphones to shoppers withover 88% of smartphone buyers visiting YouTubein the two...
ACTIVE EVALUATION   Video helps smartphone buyers   determine which products to buy.                                      ...
ACTIVE EVALUATION After viewing tech product videos on mobile devices, shoppers are using mobile to research further, maki...
MOMENT OF PURCHASE     Smartphone shoppers take action     toward purchase after viewing videos            visited a store...
MOMENT OF PURCHASEMobile is a key tool in driving the purchaseprocess and tech product shoppers turn tomobile after viewin...
POST-PURCHASE EXPERIENCE                                                                   Videos can lead                ...
KEY TAKEAWAYS                             Video heightens every stage of the consumer                             journey ...
Insights andRecommendations
RECOMMENDATIONS                                      Empower consumers and drive more                             1       ...
EMPOWER CONSUMERS AND DRIVE MORE SALES71% of viewers said videos were useful in thepurchase process and 61% visited a stor...
EMPOWER CONSUMERS AND DRIVE MORE SALES  Video is being under-utilized by brands.  They should build video content to impro...
MAKE VIDEOS DISCOVERABLEProduct videos lack discoverability: 32% of smartphone shoppersaren’t aware that smartphone produc...
MAKE VIDEOS DISCOVERABLEIncrease reach and discoverability by seeding product videoswhere consumers are already watching. ...
IMPLEMENT BEST SCREEN AVAILABLE STRATEGYSmartphone shoppers use a variety of devices and onlineactivities to research smar...
I M P L E M E N T B E S T S C R E E N AVA I L A B L E S T R AT E G YIn multiple case studies of mobile and desktopcampaign...
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2011 role video_smartphone_purchase

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Transcript of "2011 role video_smartphone_purchase"

  1. 1. The Role of Video 
in the Smartphone 
Purchase Process
  2. 2. EXECUTIVE SUMMARY Video’s Role in the Consumer Journey Video is effective throughout the consumer journey by introducing new products, functioning as an effective research tool, and spurring shoppers to make in-store and online purchases. Insights and Recommendations •  Use video to empower consumers and drive sales. •  Discoverability is key; distribute videos wherever consumers watch video and research/shop. •  Run best screen available campaigns to reach consumers on all devices and increase impact.Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 2
  3. 3. METHODOLOGY Goal is to better understand how consumers use video to research and buy tech products (TVs, Smartphones, tablets) Using Compete’s panel of 2MM U.S. consumers, Compete measured consumer behavior within the industry Compete conducted an online survey using panelists who researched or shopped for tech products online within the past 6 months. •  Surveys were fielded between Sept. 6th to Oct. 13th •  1186 respondents who qualified for the survey after indicating they had both a) shopped / purchased a tablet/TV/smartphone and b) watched some form of online video in the past 6 months Compete observed clickstream behavior from its panel •  Smartphone videos are defined as product videos watched on youtube.com, retailer sites, oem sites •  Analyzed smartphonesSource: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 3
  4. 4. Videoʼs role in theconsumer journey
  5. 5. Video is effective thr oughout39% of smartphone theshoppers used consumer journey.videos whileresearching andshopping, of which77% watch for morethan 10 minutes.Compete Survey: V4 - Thinking about the <Product> you recently researched or shopped for,approximately how much time did you spend, overall, watching videos online about <Product>.?Please select one answer only. (n=512)Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 5
  6. 6. THE CONSUMER JOURNEY Smartphone Product Active feature videos and reviews Evaluation help consumers narrow choices. Initial Consideration L O YA LT Y Purchase Video helps consumers learn Video drives about smartphone smartphone products purchase activities. Post-Purchase Experience Most consumers will use smartphone video againSource: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 6
  7. 7. DEVICE DEMOCRACYSmartphone shoppers conduct research on threescreens, generally opting for the best screenavailable. Devices used to watch smartphone Locations shoppers use mobile to product videos research tech products 97% while at home 64% 55% while at work 40% 47% while in a restaurant, coffee shop, 50% etc 33% 43% 33% while shopping in a retail store 32% while traveling out of town 16% 22% 5% 5% during my commute to/from work 15% tablet mobile phone computer tablet (n=74) mobile phone (n=154) Compete Survey: M1 - Which of the following devices did you use to watch Compete Survey: M3 - From which of the following locations did you use your mobile videos about <Product> while researching and shopping for <Product>? Please phone / tablet while researching or shopping for <Product>? Please select all that select all that apply. (n=512) apply.(n=74-154)Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 7
  8. 8. INITIAL CONSIDERATIONVideo introduces smartphones to shoppers withover 88% of smartphone buyers visiting YouTubein the two months leading up to purchase. After viewing smartphone product videos… •  64% became interested in specific smartphone models •  44% were introduced to smartphone brands not previously considered •  36% heard about the smartphone product for the first timeCompete Survey: V5 - Please state how much you agree with each of the following statements about the online videos you watched to learn about <Product>. Please select only oneresponse for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” optionSource: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 8
  9. 9. ACTIVE EVALUATION Video helps smartphone buyers determine which products to buy. After viewing smartphone product videos… •  76% learned more specific smartphones •  79% narrowed down options of smartphones •  61% talked to family, friends, or colleagues about smartphonesCompete Survey: V5 - Please state how much you agree with each of the following statements about the online videos you watched to learn about <Product>. Please select only oneresponse for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” option V9 - As a result of watching videos about <Product> online, which of thefollowing actions did you perform, if any? Please select all that apply. (n=205) 9Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011.
  10. 10. ACTIVE EVALUATION After viewing tech product videos on mobile devices, shoppers are using mobile to research further, making mobile a critical tool in evaluation. After viewing tech product videos online… •  60% researched or shopped on mobile while not in-store •  51% looked for promotions or coupons on mobileCompete Survey: V12 - Specifically, which of the following did you do on your mobilephone as a result of watching <Product> videos online? Please select all that apply.(n=86)Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 10
  11. 11. MOMENT OF PURCHASE Smartphone shoppers take action toward purchase after viewing videos visited a store that sells smartphones 61% visited a website that sells smartphones 53%searched a stores inventory for a specific smartphone 37% visited a manfacturers website 37% Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=205) V10 – Specifically, which of the following types of websites did you visit as a result of watching videos about <Product> online? Please select all that apply. (n=282) Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 11
  12. 12. MOMENT OF PURCHASEMobile is a key tool in driving the purchaseprocess and tech product shoppers turn tomobile after viewing videosAfter viewing tech productvideos online…•  72% looked up a store’s location on their mobile phone•  57% researched and shopped on mobile while in a retail storeCompete Survey: V12 - Specifically, which of the following did you do on your mobilephone as a result of watching <Product> videos online? Please select all that apply.(n=86)Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 12
  13. 13. POST-PURCHASE EXPERIENCE Videos can lead consumers back for their next purchase. 86% of smartphone shoppers are likely to watch videos again the next time they are shopping for smartphones Compete Survey: V15 - Using the scale below, how likely would you be to watch videos about Product> online the next time you are shopping for a <Product>?(n=512)Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 13
  14. 14. KEY TAKEAWAYS Video heightens every stage of the consumer journey Initial Consideration: Video helps consumers learn about smartphone products Active Evaluation: Smartphone product feature videos and reviews help consumers narrow choices. Purchase: Video drives smartphone purchase activities. Loyalty & Post Purchase: Most consumers will use smartphone video againSource: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 14
  15. 15. Insights andRecommendations
  16. 16. RECOMMENDATIONS Empower consumers and drive more 1 sales Make videos discoverable where 2 consumers watch video Implement best screen available 3 strategySource: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 16
  17. 17. EMPOWER CONSUMERS AND DRIVE MORE SALES71% of viewers said videos were useful in thepurchase process and 61% visited a store as aresult of watching.Types of product videos being watched by smartphone shoppers % of viewers Initial Active Types of Videos watched Purchase Loyalty watching Consideration Evaluation 34% TV Ads through streaming video 16% Online advertisements 55% Professional reviews Consumer Reviews/ 46% Testimonials 51% Product feature videos 34% Consumer Generated videos 11% Repair footage Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=205) V10 – Specifically, which of the following types of websites did you visit as a result of watching videos about <Product> online? Please select all that apply. (n=282) Compete Survey: V6 - Which of the following types of videos about <Product> did you watch online while researching or shopping for <Product>? Please select all that apply. (n=512)Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 17
  18. 18. EMPOWER CONSUMERS AND DRIVE MORE SALES Video is being under-utilized by brands. They should build video content to improve the customer experience. Many smartphone shoppers could not find what they needed… •  11% couldn’t find pricing information Only 52% found •  10% couldn’t find professional everything reviews •  10% couldn’t find customer they were testimonials looking for. •  8% couldn’t find product dimensions •  5% couldn’t find product demonstrationsCompete Survey: V8 - What type of information, ifany, were you unable to find while researching video(s) online about <Product>? Please select all thatapply. (n=512) 18Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011.
  19. 19. MAKE VIDEOS DISCOVERABLEProduct videos lack discoverability: 32% of smartphone shoppersaren’t aware that smartphone product videos exist online, butwould watch if they come across them in the research process. websites used by smartphone buyers to watch product videosprofessional online review websites 52% youtube.com 43% retailer websites 41% manufacturer websites 32% social networking websites 18% other video sharing websites 17% newspaper or magazine websites 12% shopping comparison websites 7%Compete Survey: S7 Why is it that you did not view a video about <Product> while researching or shopping for <Product > in the past 6 months?Compete Survey: V1 - Which of the following types of websites did you visit to watch videos about <Product> while researching or shopping for <Product>? Please select all thatapply. (n=112-155) 19Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011.
  20. 20. MAKE VIDEOS DISCOVERABLEIncrease reach and discoverability by seeding product videoswhere consumers are already watching. 88% of smartphonebuyers visit YouTube in the two months leading up to purchase. % of smartphone product video viewers who view YouTube non-endemic content… 46% 35% 33% 20% 19% 16% 16% 13% 12% 11% 10% 10% 8% 5% 4% 2% 1% Reach your audience where they consume contentSource: Compete Clickstream Data 20Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011.
  21. 21. IMPLEMENT BEST SCREEN AVAILABLE STRATEGYSmartphone shoppers use a variety of devices and onlineactivities to research smartphones. Brands will be mosteffective by leveraging all of these opportunities. Consumers opt for the best screen available •  17% of shoppers turn to mobile devices to research after viewing videos. •  33% of smartphone video viewers are watching on mobile phones or tablets. •  37% of smartphone video viewers are conducting branded searches on Google within a week of viewing video •  19% of smartphone video viewers are conducting branded searches on YouTube within a week of viewing video Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=512) Compete Survey: M1 - Which of the following devices did you use to watch videos about <Product> while researching and shopping for <Product>? Please select all that apply. (n=512) Compete Clickstream dataSource: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 21
  22. 22. I M P L E M E N T B E S T S C R E E N AVA I L A B L E S T R AT E G YIn multiple case studies of mobile and desktopcampaigns, advertisers have seen better resultswhen integrating across all screens +48% recall +4 reach pts 2x frequency source: Nielsen Multi-Screen Lab Study, Sept ‘11; Google Incremental Reach Preliminary Results from 6 US studies for total YT/GDN campaigns.Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 22
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